Gatekeepers of business: How frontline staff shape customer experiences
I have had a challenging week dealing with the gatekeepers of business.
It began with a visit to a supermarket where the till operator seemed more interested in continuing their personal conversation with a colleague than focusing on serving customers. This lack of attention made me feel like my presence was an inconvenience rather than the reason for their role.
Next, I encountered a receptionist who seemed visibly agitated when I approached them for information.
Their lack of knowledge and irritated demeanour left me feeling frustrated, as my simple inquiry about office hours turned into a confusing interaction.
It was evident that they were either overwhelmed or untrained, making the experience far from pleasant.
Finally, there was a shop attendant who was literally sleeping on the job. Despite multiple attempts to get their attention, it took several nudges to wake them up. Their groggy response and lack of awareness made me question the overall management and training at that establishment.
These experiences have highlighted a recurring issue in customer-facing roles: a lack of engagement and professionalism. These encounters have been eye-opening and serve as the inspiration for this week’s article.
From till operators, receptionists, guards, customer service representatives and others who form the front line of business communications, their interactions with customers, suppliers and partners have a profound impact on a company’s image and ultimately its bottom line.
The crucial role of gatekeepers
Gatekeepers are the first point of contact for anyone interfacing with a business. They set the tone for customer experiences, influence perceptions and play a vital role in building or breaking trust.
Despite their essential functions, these positions are often undervalued and receive less attention in terms of training and development. Understanding the importance of these roles can illuminate how they affect overall business success.
Till operators
Till operators are the face of retail businesses. Their responsibilities go beyond merely processing transactions. They have the opportunity to make or break customer experiences through their efficiency, politeness and ability to resolve issues promptly. A friendly and knowledgeable till operator can leave a lasting positive impression, encouraging repeat business and positive word-of-mouth referrals.
Conversely, a rude or inefficient operator can lead to customer dissatisfaction, negative reviews and a decline in sales.
For example, Starbucks has long been a leader in customer experience and they have effectively used simple chat lines to boost sales through upselling. Baristas are trained to suggest additional items or upsell in a way that feels natural and personalised.
For instance, instead of saying, “Would you like anything else?” baristas might ask, “Have you tried our fresh blueberry muffins? They pair perfectly with your latte.” This, no doubt, makes the customer tempted to try out new stuff from the business.
Receptionists
Receptionists are the gatekeepers of information within an organisation. They manage incoming calls, greet visitors and ensure that information flows smoothly to the appropriate departments. Their role is crucial in managing the public’s first impressions of a business.
An organised and helpful receptionist can enhance a company’s image, leading to successful business relationships and customer satisfaction. On the flip side, miscommunication or lack of professionalism can result in lost opportunities, misunderstandings and a tarnished reputation.
Security guards
Security guards often provide the first human interaction with customers or clients entering a business premises. Their demeanour and approach to security can set a tone of safety and professionalism. Polite and efficient guards who handle security concerns professionally foster an atmosphere of trust and safety, enhancing the overall customer experience. If guards are perceived as unwelcoming or overly aggressive, it can deter customers and damage the company’s reputation.
Customer service representatives
Customer service representatives are pivotal in resolving issues, answering queries and ensuring customer satisfaction. They are the voice of the company and play a critical role in maintaining customer loyalty.
Effective communication by customer service representatives can transform a negative experience into a positive one, thus retaining customer loyalty and enhancing brand reputation.
However, poor communication skills can escalate issues and result in customer attrition. One local service provider has built quite the reputation for its customer service representatives not answering calls, leading customers to resort to looking for employees’ private numbers to get assistance.
This raises questions about whether the head of the department is even aware of this issue. I have come across several discussions about this on various WhatsApp platforms.
The ripple effect of miscommunication
While it may seem like a small issue, miscommunication by gatekeepers can have far-reaching repercussions, impacting not only immediate customer satisfaction but also long-term business objectives. Here’s how:
Loss of customers: Negative interactions can drive customers away, resulting in lost revenue and market share
Damaged reputation: Poor communication can lead to negative reviews and word-of-mouth, damaging a brand’s reputation and making it difficult to attract new customers
Reduced employee morale: When communication breakdowns occur, internal tensions can arise, leading to reduced morale and productivity among staff
Increased costs: Miscommunication can lead to operational inefficiencies, requiring additional resources to rectify mistakes, ultimately increasing costs.
Missed opportunities: Lack of clear communication can result in missed business opportunities, as potential partners or clients may be put off by unprofessional first impressions.
The need for training and development
Investing in training for gatekeepers is not just a good practice—it is essential for maintaining a competitive edge. Here’s why:
- Enhancing communication skills
Training programmes focused on effective communication can help gatekeepers develop the skills needed to interact positively with customers and colleagues. This includes active listening, empathy, clarity in messaging and understanding non-verbal cues.
Improved communication leads to better customer experiences, fostering loyalty and driving repeat business.
- Building professionalism
Gatekeepers must exude professionalism in all interactions. Training can instill a sense of responsibility and pride in their roles, ensuring that they represent the company effectively. Professionalism in gatekeepers translates to trust and reliability in the eyes of customers, enhancing brand reputation.
- Conflict resolution
Conflict resolution skills are essential for gatekeepers who must handle dissatisfied customers or resolve misunderstandings. Training in this area equips them to manage difficult situations with tact and poise.
Effective conflict resolution ensures that minor issues do not escalate, preserving customer relationships and avoiding potential losses.
- Product knowledge
Gatekeepers must have comprehensive knowledge of the company’s products and services to provide accurate information and assistance to customers.
Knowledgeable gatekeepers can upsell and cross-sell products, increasing sales opportunities and boosting revenue. I cannot count the number of times I have left a store without buying an item I wanted because the representative could not provide me with information to help me make a decision.
- Cultural sensitivity and diversity training
In today’s global marketplace, gatekeepers must be aware of cultural differences and practice inclusivity in their communications. Training in cultural sensitivity fosters a welcoming environment for all customers, broadening the company’s appeal and reach.
Implementing effective training programes
Creating impactful training programmes requires a strategic approach, focusing on the following elements:
Assessment of needs: Identify specific skills gaps and areas for improvement among gatekeepers. Tailor training programmes to address these needs effectively
Interactive training: Use role playing, simulations and real — world scenarios to engage participants and reinforce learning. Interactive methods promote better retention and application of skills.
Ongoing development: Training should not be a one-time event. Regular refresher courses, workshops and feedback sessions help gatekeepers stay updated and continuously improve their skills.
Recognition and incentives: Recognise and reward gatekeepers for excellence in communication and customer service. Incentives motivate employees to strive for improvement and demonstrate the value placed on their roles.
Gatekeepers are the backbone of business communications, wielding significant influence over customer perceptions and business outcomes.
Investing in their training is not just an enhancement to business operations-it is a strategic imperative.
By equipping these frontline heroes with the skills they need to excel, businesses can create positive customer experiences, foster loyalty and secure their place in an increasingly competitive marketplace.
In recognising and nurturing the potential of gatekeepers, companies not only enhance their bottom line but also build a resilient and customer – centric organisation that thrives in today’s dynamic business environment.
Tariro Manamike is a seasoned media and public relations professional with over a decade of experience in broadcast journalism and strategic communication. She is passionate about human-centred design, business communication, and their impact on the bottom line. Tariro writes in her personal capacity and can be reached at tarimanamike@gmail.com-ebsinessweekl
