How to Help Front Line Employees Improve Customer Service and Increase Sales

By Chakisse Newton, President, Cardinal Consulting, LLC

Did you know that your front line employees have a dramatic effect on your bottom line? In Guerrilla Marketing, Jay Conrad Levinson describes how Midas Muffler Shop increased their sales conversions on phone calls from 71% to 94% just by making sure no one was allowed to answer the phone unless they had attended a phone-training program. This ensured that their front line staff (in many cases, auto technicians who just happened to be near the phone), were prepared to take advantage of sales opportunities.

Whether you're a business or non-profit, engaging front line employees can have dramatic results both for you and the people you serve. Why not take advantage of an often-overlooked group of people who can make your organization better and improve your customer satisfaction?

Here are five questions to ask about the people on your front lines:

1.     Do they understand their role as company ambassador? For many organizations, the front line staff IS the company. Does your staff understand that your organization is judged by every action they take? Years ago, I was planning a corporate event at Disney and one of their sales representatives took me on a tour of the Magic Kingdom. I'll never forget how he stopped, mid sales spiel, to pick up a piece of trash on the ground. That act, more than anything he said, showed me that Disney staff takes pride in the parks and is committed to providing a quality customer experience.

2.     Do they embody the organizational brand? Whether you are known for friendliness, excellent customer service or a posh user experience, does your front line staff act in concert with that brand? When I stay at upscale hotels known for service, the operator always greets me by name when I call down to the front desk. Even simple statements like, "it's my pleasure to connect you" are opportunities to support the brand.

3.     Can they converse about your value proposition? No single employee can be expected to know every detail about your organization, but everyone should fundamentally understand how you help the markets you serve. When I worked for a software company, our administrative staff couldn't explain the ins and outs of supply chain management, but they clearly understood that our company made the entire process of buying and selling goods more efficient.

4.     Do they feel comfortable handling sales situations? Understanding your value proposition is a great start, but it doesn't stop there. Opportunities to promote your organization (and yes, sometimes sell something) are everywhere. You'll miss out if frontline staff can't take advantage of that. It doesn't have to be complicated. We've all heard one of best sales lines ever invented: "Do you want fries with that?" It's not rocket science, but it requires recognizing a sales situation and knowing the right things to say and the right questions to ask.

5.     Can they say "I don't know" effectively? Sometimes knowing the answer isn't as important as knowing how to find the answer. Does your front line team feel comfortable saying, "I don't know, but I'd be happy to find that out for you" and then know where to get additional information? A few days before an appointment with an estate attorney, I called the office because I wanted to be sure that the firm addressed my very specific need before I shelled out a substantial consultation fee. The receptionist answered with a curt, "I don't know" and left it at that. I found another attorney.

The composition of front line staff varies from organization to organization. They range from bank tellers to support technicians, from volunteer staff to receptionists, and everything in between. But what remains constant is that that they play a vital role in the success of your organization.

Make sure that these key employees have all the competencies listed above and that they are fully integrated into your sales and service processes. You'll reap rewards with improved public perception, increased customer satisfaction and faster growth.

 © 2011 Chakisse Newton. All Rights Reserved.