FRONT OF HOUSE
GREAT EXPECTATIONS
Ten years ago it was unimaginable that we’d chat with a company over Whatsapp or check our bank balance on our phone.
But what do 21st century customers expect when it comes to front of house? Ceri Henfrey, Head of Operations at Moneypenny,
discusses how to provide a FOH service that ticks all the right boxes.
What might have passed as brilliant service a decade ago, probably won’t today. As consumers, our expectations have evolved, and while fundamental elements remain the same it’s the specifics of delivering these that have moved on. This is one of the key challenges facing any FOH team, and as businesses it’s our responsibility to ensure we recognise this and adapt our provision accordingly.
BE AVAILABLE
ON THEIR TERMS In a world of instant streaming, live webchat and social media, gone are the days where ‘waiting’ is the norm. As a nation we are increasingly impatient and immediate gratification is expected, whether that’s from our wi-fi connection or a company we’re calling.
Of course, it isn’t always that straightforward when it comes to FOH. Having to juggle customers at the front desk and enquiries over the phone as well as sorting out the post and dealing with requests from internal customers – all to a high standard and a high speed –
44 | TOMORROW’S FM
can make it feel impossible to meet everyone’s requests all of the time.
“SOMEONE DEALT
WITH TOO QUICKLY CAN FEEL THEY’VE BEEN OVERLOOKED, BUT IF THEY’RE MADE
TO WAIT, THEY MAY BE DISSATISFIED.”
And it’s at this point service can easily fall down. Someone dealt with too quickly can feel they’ve been overlooked, whereby if they’re made to wait, they may be dissatisfied or even go elsewhere.
Similarly, this shift in expectation has had a knock-on effect in terms of a company’s opening hours – or perceived opening hours. Switchboards or businesses only open from 9-5pm are becoming a dim and distant memory as growing numbers of customers anticipate firms will be available on their terms.
At Moneypenny, we’ve found these are some of the key reasons FMs get in touch with us. They want the peace of mind that comes with knowing every customer will receive a guaranteed response, no matter what time of day they call or what is happening in-house. A factor that is becoming especially significant in today’s global market. Look at your FOH objectively. Pick up the phone and ‘mystery shop’ yourself at 10am, 1pm and then 11pm. Could your service be improved? Where do your calls go post-5pm? Is it trained receptionists or a security team/ helpdesk? The answers will help throw a spotlight on any areas that aren’t up to scratch.
GREAT SERVICE,
EVERY TIME A business can be the very best at what it does, yet without a successful front of house, clients may take away a completely unnecessary negative impression. Customers expect a brilliant service via whatever channel works for them, be that a switchboard system that connects them seamlessly or a receptionist
twitter.com/TomorrowsFM
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