FRONT OF HOUSE THE
INNOVATION GAME
Jane Streat, Head of Lexington Reception Services, talks about the importance of thinking outside the box when organising your Front of House services.
If you think reception teams are exempt from innovation then think again. Over the years, a huge number of front of house changes have been introduced into organisations, from simple changes such as the design, through to Robot receptionists. Technology remains an essential tool; previously used by front of house teams to manage the day-to-day operations, technology can now enhance the guest experience, helping us to take service to the next level.
“WHAT WORKS FOR
ONE ORGANISATION OR TEAM DOES NOT NECESSARILY WORK FOR ANOTHER.”
The number of new channels for customer interaction is constantly growing. The ways in which people communicate, learn about products, services and organisations, and make business decisions has fundamentally changed and continues to do so.
Customers and clients have never been smarter than they are today. They have more information than ever before to help them make purchasing decisions and front of house teams have a crucial role to play in making sure we tailor communication to customers and clients.
Our front of house teams can really help us stay ahead of the game, adapting to customers and guests needs. But there are some key areas we need to consider
42 | TOMORROW’S FM
first in order for them to really succeed in changing the game.
TECHNOLOGY The use of technology and other
innovations in a front of house environment is key if we are to enhance the customer and guest experience.
From using an i-Pad to greet guests, to sending messages with additional information in, technological advancements offer us a huge opportunity to improve engagement, create more touch points with customers and clients, and gain more information about our guests, which enable us to meet their needs much better and enhance the guest experience.
But technology can go too far. Joanna Lumley recently visited the Henn Na Hotel, the world's first robot hotel, in her documentary – Joanna Lumley’s Japan. There was a comical scene in the documentary when Lumley spoke to the Robot in her room and requested champagne but the Robot didn’t understand her – there was a communication breakdown!
Whilst it’s fair to say nothing beats the human touch, technology used in the right way can really enhance the customer experience, making things easier and much quicker.
The Lexington Reception Services team has created an app, which can be tailored to clients and designed for specific events. This technology enables our reception teams to improve service and enhance the customer experience.
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