One of the best marketing tools is customer service. Whether this service is provided over the phone or in person, the first impression is a lasting one. Many companies fail to realize how important their front line employees are. You may have hired a counter clerk; however, this is the first person your customers may see.
You want to ensure any potential customer will have a positive experience the first time. If they do not have a positive experience, it is unlikely they will be a returning customer. It is difficult to overcome first impressions and you may not get a second chance. In today’s competitive market, many customers will simply move on to the next business to seek the services they need.
You want employees on the front line that are cheerful and polite. They should be thoroughly trained on how to treat customers and how to deal with difficult customers. You also want to ensure each employee maintains a professional demeanor. Sure, the employee may only be a cashier, clerk or sandwich maker, however this is the first representative of your company a customer may encounter.
If your employees are lacking in customer service, then you will want to invest in customer service training. Your front line employees are ambassadors of your company and you want to provide them the necessary tools to provide a good first impression to customers. You may also want to encourage these employees by acknowledging how important they are to the company.
Your front line employees are far more important than your sales and marketing staff. Even if your marketing team brings in hundreds of new customers, it is unlikely you will keep many of these potential customers if they encounter unprofessional or rude staff. If the first impression is not pleasant, most customers will not return.