THE PLEASING POWER OF PURPOSEFUL POLITENESS

The monopolisation of certain undesirable practices by business firms is a salient and yet unfortunate fact of the local corporate world. Some have chalked tremendous 'success' in the arena of exploitative promotions, deals and products. The observers of the telecommunications industry can confirm the list of firms notable for phony promotions that promise prosperity when nothing but penury is the ultimate grab. Others boast of an enduring-and-not-enjoying staff of aggrieved workers who see the questioning customer as a noisome bother, “a thorn in the flesh,” who must only be endured for the sake of payslip. Yet still, others do and sing so well, the practice and refrain of deeply regretting customer inconveniences occasioned by a regularity of poor services. I leave the guess of the firms or industries with such cases to you. Certain corporate bodies on the other hand, are living up to the task and they must be commended for practically evincing an “understanding of the times,” akin to the sons of Issachar in Ancient Israel. These firms, it seems, have in their work fold employees trained to discern the things that ought to be courteously said and politely emphasized in these turbulent times, for the good of client, company and country.

I leave the strategic decisions of fiscal investments, product innovation and improvement to the experts and comment on that which I am most familiar with, and equally important to the success of any commercial undertaking. For there are repercussions when a bank teller angrily turns on a customer for crumpling deposited notes. The bored counter officer who prefaces her response to a customer with a harsh-sounding “I said!” is a threat to company fortune and survival. The customer service representative or clerk at a university academic office does great harm to her establishment's image when she forgets the pleasing power of purposeful politeness. Many cases abound of people who have severed their business relationships with some banks, not because of recurrent network problems (which unfortunately, come willy-nilly to some of our local banks), but poor attitudes on the part of elegantly dressed bank tellers. Some join long queues at banks only to be ignored, no, snubbed, by tellers in the long run.

Sister, be not deceived. Good corporate image is built on the foundation of satisfied customer interaction with employees. Hence, the creative appropriation of wonderful or high-sounding superlatives by firms is not enough, and no good surrogate for customers' rating or perception of firms. Let an employee be good and a customer will be better to deal with. Employees whose duties involve direct interactions with customers are advantageously positioned either to make or mar business image. Perhaps they would be wise to be ever mindful of the time-tested business reality that maintaining a customer requires much tact and effort than making one. Any dissension here? I hope not. Just observe what is happening around you. Making a new friend is easier than keeping an old one with his or her oft-repeated likes and dislikes.

As a well-known treader of the path of revolutionary change, the 21st century has confronted cherished and prejudiced ideas and trailed the blaze for the new. Yes, this cliché you might have heard for the umpteenth time. Having lost its vitality and rigour through overuse, it nonetheless remains a whole truth which cannot be invalidated by the human craving for new ways of expression. Gone are the days when femininity was perceived to be inherently superior in the field of corporate reception. It can now be emphatically stated this responsibility is no more an exclusive domain of females, as traditionally held by some employers. Such erroneous notions have been the bane of many organizations that unduly emphasized femininity to the gross detriment of know-how and congeniality (sure, tactful congeniality). The world has suffered a positive shaking and the entrenched notions of feminine suitability for secretarial and receptionist responsibilities have been discarded, and thus, initiated an era where competence cum character and not gender, forms the basis of eligibility in these areas of employment. Be reminded sister, that competence is never in a certificate. Your character and not certificate is that which the customer considers. It seems as if there is a likable decree (passed by customers) that degree should remain mute when decorum is on stage.

An interesting phenomenon of our time is the gradual substitution of the receptionist with front desk executive in literature and job advertisement. Obviously, it brings to light a paradigm shift in the corporate expectations of one so employed. By being tagged as an executive, there is, without doubt, an anticipation of proactive, active and tangible involvement in corporate affairs. This necessitates the need for a dynamic individual whose vision accommodates the practical realities and challenges of assignment as an executive, a front desk executive. Others may go by titles different from this but their roles essentially involve firsthand interactions with customers. These include post office counter clerks, bank tellers, customer service representatives, secretaries, account clerks, etc.

The organizational yearning for the projection of a “positive image” places the front desk executive in a strategic position: “the gateway to the organization.” I know of no success-conscious organization that is oblivious to the refrain that the attitude of a front desk executive peculiarly stands to influence the altitude of his organization. In other words, character leaves lasting impressions on the minds of clients or customers. The corporate world abounds with numberless instances of failed undertakings and significant losses occasioned by carefree attitudes towards the tactical job of receiving, welcoming, directing and answering questions of customers and visitors. Thus, the need for the cultivation of the spirit of kindness and a personal vision that values the objectives of one's firm and assiduously work towards its realization as part of a team of motivated staff is highly imperative.

Attempts at organizational progress and development, without the due consideration of a vision that creates focus and direction; one that is communicated to all 'team players', is at best an exercise in futility. Vision, as defined by W.F Kumuyi, is an “imaginative picture of a future state you desire for your organization; a mental portrait of change which is realistic and achievable.” Thus, any comment on the desirable vision of a front desk executive demands a broader understanding of company vision and its implications for employee contribution and commitment. A serious-minded front desk executive should endeavour towards an encompassing and unusual congeniality that would be particularly taken notice of and greatly appreciated by all and sundry. Such receptiveness that smiles even in exhausting, provocative and annoying situations, I believe is lacking in many organizations, and accounts for widespread customer grievances and a somewhat hateful dissatisfaction. It is sad to say that many customers have been repulsed by blatant receptionist attitudes and thus wondered whether professionalism and work ethics are only for a prestigious or select few.

Any business organization is bound to have regular visits by people of different accomplishments, status and temperament. Such an understanding is crucial to proper work expectations and decorum. The onus therefore is on the front desk executive to develop a cheerful but dignified sense of respect, so as not to add to the frustrations customers face in having things done for them by employees dissatisfied with their routine job responsibilities. The manner of addressing visitors should be meticulously examined for a possible expurgation or 'purging out' of any seeming offence. Surely, a punctilious attention to details would be an integral part of the vision of any front desk executive who desires to optimistically stand up to the challenges of winning hearts to sympathize with his or her organization's worthy cause.

Corporate Ghana is in dire need, not of a new rendering in name and advertising gimmicks, but a new demonstration that seeks the higher objective of excellence in customer reception. And we would do well to accept the fact that whilst it has nothing to do with extravagance in dressing; it has everything to do with character on the part of one so tasked to daily interact with customers. Beware sister employee, “and in all thy getting”, get and pocket this nugget for safe keeping – purposeful politeness precedes positive progress – nothing more, nothing less, nothing in-between. Period!

Gideon Amoako Sarpong
2010/2011 National Service Personnel
Gomoa Assin Brofoyedur D/A PRIM & JSS.
0243354091
E-mail: aca_education at yahoo dot com