Your front desk person might very well be the most important person in your community.
When I go to trade shows I spend as much time and energy as I can muster, getting to know new people. In fact what I usually do for big conferences is set a goal to interact with a certain number of people. For the American Health Care Annual (AHCA) meeting I set a goal of 65. In order to hit my goal I push myself into being pretty outgoing, but it is still not the easiest thing to just walk up to strangers and introduce myself. One evening at AHCA there were a number of vendors who set-up hospitality suites where participants could wander from suite to suite enjoy drink, food and conversation. These are ideal times for me to go meet new people. I approached a table with a group of four women and introduced myself, then asked who they were and what they did. In turn three of them told me what senior communities they were with and what they did. The forth was silent. I turned to her and asked “What about you?” She responded in kind of an embarrassed tone saying “I’m only a receptionist.” I was really taken back by the response and I think she got it all wrong. While I get that at most senior communities front desk people sit close to the bottom of the team totem pole with the position often seen as an entry level position, I am convinced that the person who sits at the front desk could be . . . no, should be . . . the most important person in your community because that person has more interactions with . . . everybody.
First Impressions
When someone calls looking for information about your community 90% of the time it is your front desk person who answers the phone. How they answer, how they respond to questions and how they move a prospect on to the next step is critical to your success. Finally their diligence in capturing prospects data also becomes critical. The wrong first impression can cost you tens of thousands of dollars a year and the right first impression can lock-in prospects in a way nothing else can. The same is true for walk-ins and for first time tours. I am not sure it will ever happen, but maybe the front desk person should be the highest paid team member at a community.
We Are Constantly Telling Our Story
Every single interaction every single staff person has with anyone, be it resident, family member, vendor, volunteers, regulators is a potential story. Most interactions are not significant enough to ever be more than just a positive, natural or negative impression. But sometimes, those impressions turn into real stories that get told and we know that people tend to tell negative stories more than positive stories and that by their very nature negative stories are more sticky than positive ones. Finding a front desk person who can create a positive impression for every single interaction makes that person worth their weight in gold. Particularly if those interactions are so special (in a good way) as to be memorable impressions or better yet stories. How is your front desk person? How do you take care of them? How do you monitor them? Steve Moran
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Steve,
The above is very true and unfortunately a large number of support persons feel this way. In my world of supporting the working in Food and EVS, I often hear the same thing. “I am only a housekeeper” or “I work in dining but only serve trays”. I try to remind these employees that they help save lives everyday. Their jobs are critical for the overall health and well being of the resident.
Just like the receptionist is the first impression that someone on the phone gets, the grounds and entrance are the first impression that a visitor driving up gets. Does anyone want to come home to a place that the outside appearance is unpleasant, or the entrance has litter around it and as soon as you walk in there is an odor, of course not. And reminding the people on the lower ladder of the employment ranks that their job is just as crucial as anyone else’s job, well that is just reminding them they have value and are a part of the team.
Hearing her say that is a warning that it is also quite likely they are treated as such in the community. Which sometimes to me also says that the community instead of seeing how lucky they are to have those residents there, may in fact have more of an attitude of these residents are lucky to be able to live here and be around us. Sad but all too often true.
Steve Moran and Tom Finney and other respondents have this so right! I would also add that it is the job of the agency to be sure that people at all levels know how crucial they are to good care and how they are valued by the agency. That cannot be done only by telling them that they are important and valued. Verbal statements are good, but it is far more important to acknowledge and use the specialized knowledge they possess. For example, CNAs should sit in on some care -planning meetings with the residents/clients they know best and receptionists should sit on on some pr functions. When their opinions are heard,valued and used, they are no longer “just” a CNA, a receptionist, or any one else who “just” works at the agency.
I so agree with this. At Carlton we call our “receptionists” Directors of First Impression”. The DFI’s have one of the most difficult positions in the company. Not only do they answer phones, but they are the front lines with residents and their families, vendors and guests. It is very important to hire the right person and let them know regularly, how special they are!
Due to the critical role that the DFI’s play in the sales process, Carlton also has the sales and marketing teams share the responsibility of hiring and training of the DFI’s with the office manager.
Steve,
I totally agree with Tom, and yourself… the whole work force should know (and be reminded) how important each and everyone of the staff positions are to the whole.
The person at the top is NOT the most important… THAT person is dependent on every single one of the staff.
I love the upside down pyramid model… those at the foundation’s base are the most important and have the most contact with your customer/client market. The top needs to support the whole; each and every day. Be well.
From LinkedIn Groups
Steve,
I could not agree more with you. The receptionist DID have it wrong. We need to remember that all employees, regardless of position, should be entrusted in achieving the same common goal: the on-boarding and preservation of quality of life for all and would-be residents.
I challenge any company in ANY industry, but especially Senior Living – if this is their operational mindset of a receptionist, to rethink it immediately. I feel a receptionist role should be reclassified as a Tele-greetings Ambassador. In many cases, the person in this seat germinates the seed for prospective clients and provides a portal into “what can be” for caregiving families who have arrived at the threshold of next step options. This is the voice welcoming queries regarding loved ones. This very person that greets residents who wake up a little early each day for that freshly scrubbed smile, or bids good night after that little bedtime nibble. What could be more important?
This person needs to be equipped with a wealth of knowledge, pockets full of sunshine and a plate of freshly baked empathy. Please forgive the metaphor to Mrs. Claus serving up a fresh pot of hot coco, but first impressions and consistent presence are priceless!!!
By James Burchell
From LinkedIn Groups
I agree 1000%! This person is usually the first impression that your business makes on a prospective resident . . . their attitude sets the tone for everything.
By John Speakman
From LinkedIn Groups
I completely agree Steve! In fact, to show my appreciation, I make it a point to occasionally take flowers or candy to them. It is, after all, all about teamwork.
By Kelly Nicholson Levine, RDH
From LinkedIn Groups
Steve, I agree that the receptionist is the most important person in the community. Years ago, I was the receptionist at the League of NH Craftsmen, a statewide arts organization. After a few months of answering a very busy phone while greeting visitors, I began thinking of myself as the Voice of the League. That voice can be a friendly one and make friends for your organization every day.
By Mary Ann Barton
From LinkedIn Groups
Great article and extremely well said, James!!
By Tina Valdes, MS
The best thing I can say about this subject, Steve, is AMEN!!!! PLUS is there anyone more important for that hour for dinner tonight in the restaurant than “just” the server???
From LinkedIn Groups
Steve’s comments are, of course, right on point in terms of how communities should recognize and affirmatively recruit the “right” person. I would add the slightly chauvinistic comment that this person is the “lipstick” of the organization. Yes, this person is the first impression, etc., but the tone they set is important, for all of the reasons mentioned. Finally, the setting provided or the “frame” around them is almost as important. If it’s old, dirty, disorganized, poorly furnished and unkempt, that, too, is an issue. I have turned around and left communities when the first impression is not what it should be.
By Michael Coler
From LinkedIn Groups
Steve,
Thank you for bringing this often overlooked position to the forefront. You are so correct! It is a critical point of first impression for the visitors, phone inquiries and resident interactions. Often, the pace is so intense you should have two reception people working during peak times, especially if emergency calls are routed through the concierge station. This employees are pure gold when they do their jobs well and usually underpaid, given their huge impact for the whole organization. The entire tone and ambiance is usually started right there. Thanks again!
By Cindy Janssen
From LinkedIn Groups
From LinkedIn Groups
So glad to see this subject addressed. Great article. I passed it along to several people I know who sit at the front desk of an assisted living facility. They are very often made to feel like second class citizens and are woefully unappreciated. Thank you.
By Colleen Muscarella
From LinkedIn Groups
I could not agree more. That is the first person family and potential residents meet. They are also the gate keeper and helper to all. We need to go out of our way to encourage them and recognize what they do in public every chance we get.
By William Peirson
From LinkedIn Groups
I started out as a receptionist and loved it ! Want to get back into that again because, it was constantly busy, met and built relationships along the way, and enjoyed helping families through challenging times.
Like you said, they are the gateway in the community and are worth their weight in gold if you have the right person. They are the eyes, ears, and reflection of everything going on in the business and should be compensated and considered more than entry level.
Besides, the position usually turns out to include more duties than answering a phone. They are more like an ambassador/ administrative assistant rolled into one.
By Dana Ronevich
Steve,
This is so true. The receptionist is the foundation of the organization. She knows the staff, the residents and the families. She is often handling several things at once, and yet shows only that smiling and friendly persona, no matter how busy she is. Any organization would be utter chaos without this valuable member.
From LinkedIn Groups
I’m with you and the others. The Receptionist is the first point of contact for any organization and, from there, many desirable or not-so-desirable things can take place.
Depending upon the level of engagement and connection they have with the organization, they can be your greatest asset or not.
By Jim Donovan
From LinkedIn Groups
I so agree. So many companies use a receptionist as an entry level position with low pay but this person is the face of your company. First impression on the phone and first impression as clients walk through the door. This person can make or break your company.
By Denise Ray
From LinkedIn Groups
Another type/form of receptionist — anyone who answers the phone — usually delivered at high speed, slurred….check it out for yourself! Call your company [unidentified of course] and know what the public hears.
By F. Todd Winninger
From LinkedIn Groups
I started out as a receptionist and loved it ! Want to get back into that again because, it was constantly busy, met and built relationships along the way, and enjoyed helping families through challenging times.
Like you said, they are the gateway in the community and are worth their weight in gold if you have the right person. They are the eyes, ears, and reflection of everything going on in the business and should be compensated and considered more than entry level.
Besides, the position usually turns out to include more duties than answering a phone. They are more like an ambassador/ administrative assistant rolled into one.
By Dana Ronevich
From LinkedIn Groups
The receptionist is the first person a family in turmoil speaks to. How they handle that call is invaluable for both the company and the family.
By Kathryn Watson
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