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FRONT OF HOUSE


GUEST FOOT FORWARD


Tamsin Bennett, Head of Research, Design and Display at Bennett Hay, looks at the eight things your front of house teams should be doing right now.


How do you make sure that the moment a visitor arrives in your workspace they are building the right impression of your business?


The key to good service styling starts with the first interaction between your guest and the front of house team. To create a great first impression you need to join the dots between the story you are telling and the needs of your guests. Understanding this role and empowering your team to deliver enriching guest experiences, provides the opportunity to create memorable moments which will elevate your brand status.


At Bennett Hay we believe in the adage ‘it’s all in the detail’ and we start our observations from the very first moment of contact. Whether it is digital or in person, we work to understand the guest’s needs and align that with the company culture.


How we shape, manage and innovate the guest experience is a challenge we enjoy and something we pride ourselves on cultivating; but what can be done to make this a truly special guest experience?


Driving workplace engagement Front of house teams are well positioned to help clients drive workplace engagement in many ways, for example; creating a curated programme of activations and events covering areas such as barista coffee pop up in the lobby area, festive crafting and wellbeing promotions; offering small ‘delight moments’ such as providing a cup of hot chocolate for cyclists on a cold winter morning or offering a guest a scented oil to help them focus before a meeting; and larger organised workshops from origami or terrarium making, to managing personal finances or morning sessions with a fitness expert and nutritionist to increase mindfulness and productivity.


A great way to promote such a programme is a dedicated concierge app or a social platform facilitated by your reception team.


Technology enhanced services Technology can be used to enhance the provision of services and when used correctly can vastly improve service consistency. Bennett Hay offers a concierge app that allows workplace guests access to a range of online services, including booking dry cleaning services, local restaurants or even a physio. For time-poor guests the lunch pre-ordering facility from a café can save precious minutes. With the continuous development of technology,


56 | TOMORROW’S FM


it’s important to stay ahead of the trend – virtual meet and greet and concierge services are becoming increasingly popular, allowing companies to further improve the quality of their welcome.


Building a community As well as driving activations, front of house teams are often the first point of contact for workplace guests and this can be paramount when promoting and supporting nationwide campaigns including Mental Health Awareness Week and the annual MacMillan Coffee Morning. Spreading memorable messages, fundraising together with work colleagues, and raising awareness also engages them with wider community initiatives.


Carbon conscious service Front of House services can champion your environmental and sustainability targets. This could be done through implementing a circular uniform, providing biodegradable umbrella bags or offering visitors fresh water in glasses, to avoid single use plastics. Not only is this good for the environment, but it aids a feeling of inclusion within office spaces and treating visitors as ‘part of the family’.


All seasons We find that changing the details seasonally helps to keep our offerings fresh. Curated snacks, seasonal flowers and small nods to the time of year. Our uniforms are often designed to allow for lighter or warmer versions as the season requires.


Anticipation Our receptions all have a ‘concierge box’ stocked with essentials such as wireless chargers, pads, pens and vegan mints – we ensure we anticipate our guest’s needs, in order to provide the best guest experience possible.


Training To create confident individuals who can represent your brand, work together as a team and provide exemplary service to workplace guests is only possible by offering regular and extensive training in everything from communication skills (verbal and non-verbal), international etiquette and security protocols.


Finally, to provide service of the highest quality and create meaningful moments for all workplace guests, take pride in the small things and champion the details that make your front of house offering unique and relevant.


www.bennetthay.co.uk/ twitter.com/TomorrowsFM


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