FRONT OF HOUSE
heartedly satisfactory is not going to succeed. It's about creating a long- lasting experience for all internal and external customers alike. A successful establishment should be able to convey an environment which is safe, professional and comfortable from the very first point of contact. This way, visitors will begin their experience from a viewpoint that is positive and impressionable, and which reflects positively on the business as a whole.
STARS The Securitas Telephone and
Reception Service (STARS) initiative was launched in spring 2014 at the company's corporate HQ in Uxbridge, Middlesex. Before rolling out the service to our customers, a decision was made to implement the delivery at our own head office. This enabled us to determine the required levels of training whilst delivering an excellent customer service experience at a high footfall corporate office. We utilised this valuable experience to understand how we could incorporate the needs of the front of house industry with that of the security industry.
A STAR-STUDDED RECEPTION
Kenneth Larsen, Regional Director London, at Securitas UK discusses the importance of professional, courteous front of house staff, how they really can make a difference to an organisation's business and reputation and what to look for when recruiting.
In terms of business, first impressions are extremely important as they set an initial standard, both physically and environmentally. If you walk into a building expecting it to be corporate and professional, the last
40 | TOMORROW’S FM
thing you expect to find is a mediocre front of house team who greet you with bad manners and inefficiency.
If an organisation wants to provide an outstanding first impression, delivering a service which is half-
The initiative was born as a response to the changes in our customers’ needs. We noticed that, whilst there was an increase in the need for security awareness and presence, there was also a decline in the visible guarding features found in the front of house experience. We believe this was because visitors wanted to feel safe but didn't want to feel unsettled or overwhelmed by the presence of the traditional security guard.
We found there was a break in the link between receptionists and security officers. Of course, the role of the security officer is to keep out an intrusion, while the role of the receptionist is to welcome arrivals.
We decided to brand STARS separately as we believed it was commonly perceived that the delivery of reception services through a security firm would ensure the security of the premises but neglect the essentials of the welcome experience. By delivering the service under the STARS brand, we have
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