We must all be Service Ambassadors. But too many companies think only a specific department is the “service department” and that’s where they focus their customer service training dollars.
New hires are trained, coached, and instructed on the nuances of the business. For example: they’re taught when the business started and by whom, what products and services it offers, and how many locations or offices the business has. These new employees become a fountain of knowledge for the business and are ushered “on the floor” to assist the customers.
Then, they hang a colorful sign from the ceiling or on the wall behind the employees proudly stating, “Customer Service” or “Information Desk”. This makes it easy for a customer to identify the person(s) responsible for and available to answer their questions.
But, are they the only employee(s) that should be properly trained to answer the customer? Of course not. But, this happens so many times.
Have you ever walked up to an employee to ask a basic question, only to then be directed to the “information desk” or to “Mary” who’s seated halfway across the showroom floor? This is not service. We shouldn’t make the customer do the work, that’s our responsibility. Each employee must be knowledgeable enough to assist the customer directly and, if the needed response falls outside their area of expertise, they should personally escort the customer to the employee who can help.
We must all be one team with one BIG goal – to serve the customer and make them feel special! If one employee fails to or is unable to, answer basic questions from a customer, we all fail.
This is why we must all be service ambassadors.
Let’s take this one step further because the best companies hire 3 ambassador positions. Here’s two more.
Brand ambassadors are employees who represent a company in a positive way and who embody the brand he or she is endorsing. They provide credible and trustworthy promotion plus visibility to a brand while building followers and customer engagement.
The funny thing is, you don’t have to work for a company to be a brand ambassador. Really? Yes, really. Just think of your favorite products and how many times you’ve recommended them to a friend or family member. Or, do you keep telling others about your favorite restaurant and tell them they should go there too? If so, you’re a brand ambassador (you’re just not getting paid for it!).
The primary function of a lobby ambassador is to create a positive welcome experience and is responsible for the overall first impression during the customer’s arrival. This position proactively greets and engages the customer, enhancing their experience by identifying their needs, promoting business services, monitors traffic flow, and directs customers as appropriate to minimize wait times.
Now, I can hear some of you saying,
“You mean to tell me, we have to hire all these ambassadors just to ensure we’re providing great service?”
No, not at all. You know me better than that. You already have the ambassadors and they’re standing beside you. They’re your fellow employees.
There’s no need to add to the payroll or tweak the job descriptions just to make sure your coworkers provide personalized and attentive service. You already have the team in place. All you need to do is reestablish their focus on having the customer’s needs come first.
From the moment your doors open, the customer must always come first.
1. Welcome them with a warm smile
2. Anticipate their needs
3. Ask probing questions to find their true needs
4. Direct and assist
5. Provide options
6. Do a little more than expected
7. Thank them for their business
8. Send them off with a fond farewell
As Tony Montana from the movie Scarface might say, “We don’t need no stinking ambassador, you got me!”
I couldn’t have said it better myself.