Every Individual Counts – How Frontline Staff Can Give Your Company the Competitive Edge
Disney theme parks have the reputation of being the happiest places on earth, and it is not just because of Mickey Mouse and his friends.
At the heart of it all is the company’s ability to create magical, Disney-specific experiences and its absolute dedication to customer service. From performers and tour guides to cashiers and cleaning crew, every frontline employee at Disney is treated and trained as a powerful brand asset. In fact, it is safe to say that Disney’s frontline staff is the element that sets the company apart.
Having quality frontline staff, however, is not exclusive to theme parks. No matter the industry, as long as these people are the first and last point of interaction with customers, maintaining the highest standard of service gives organisations the competitive edge they need. And here is why:
1. They are Brand Ambassadors
Frontline staff is critical to an organisation because they are often the only contact a customer has with the company. As such, any impression that a staff member makes ― good or bad ― relates back to the company as a whole. While this may work against businesses if the feedback is poor, high quality frontline staff can actually bolster the brand perception and customer satisfaction. According to a recent service excellence survey of 1,600 participants conducted by ORC International, Canon Singapore’s quality of service staff led to the largest number of satisfied customers over the last 18–24 months at 84%. This also means that there was a high amount of customers who trusted the brand and were willing to recommend the brand to others.
2. They are Deciding Factors for Customers
Companies can talk about their products and services in an exuberant manner, or they can spend millions in advertising. However, the service that frontline staff provides can give companies a competitive edge. For example, it is sometimes difficult for customers to differentiate between two major supermarket chains based on pricing alone. However, having frontline staff that go the extra mile to create positive shopping experiences may be the deciding factor.
3. They are Reliable Sources of Feedback
Feedback is important. In fact, online new aggregator The Huffington Post reports that 70 percent of companies that deliver best-in-class customer service use buyer feedback, compared to an industry average of between 29 and 50 percent for laggards1. If a company is eager to tap customers’ feedback on products and services, the best source is their frontline staff. Customer service centres are usually the first touchpoints where customers interact with the brand. In the same ORC International survey, Canon Singapore ranks first for call-centre service because they understand the importance of being competent with product knowledge and, at the same time, responding promptly to customers’ queries. Using this information, Canon can then recognise the work of individuals and address possible service gaps along the way.
No matter the industry, a competent team of frontline staff can be a driver of business success. According to the 2013 Edelman Trust Barometer, employees ― including frontline staff ― rank higher in public trust than a firm’s public relations department, CEO, or founder. That is why, when it comes to building the long-term sustainability of a company, forging relationships and trust with the customers through frontline people may be a company’s defining factor in the long run.
Service Excellence — the DNA of Canon
In 2015, Canon Singapore, along with 15 other companies and individuals, was held up as a role model at the Singapore Service Excellence Medallion Awards. In addition, the company won the Service Excellence Medallion for its strong service leadership and workforce cultures, and for its innovative service leadership.
More than its products, service excellence lies at the heart of what Canon is all about, thus living up to the company’s well-known slogan: “Delighting You Always”.
1http://www.huffingtonpost.com/vala-afshar/50-important-customer-exp_b_8295772.html