ClintMaun
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May 26, 2009, 10:10 AM
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Creating and Sustaining Goodwill Ambassadors
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By Clint Maun, CSP
Although healthcare organizations across the nation have been reshaped by numerous trends, such as technology, compliance standards, and e-commerce, the importance of the frontlines remains constant. Frontline employees have the power to create a warm and inviting feel and make customers feel welcome. These employees can ultimately be your organization’s “goodwill ambassadors”—creating a positive image that results in new as well as repeat business.
Indeed, frontline employees are given critical responsibilities. Yet, all too often the importance of frontline employees is forgotten in the minds of the organization’s leaders. How does this happen? Many leaders make the mistake of believing that frontline employees can be easily replaced. Furthermore, with this mindset, frontline employees are often mistreated and made to feel inferior when compared to more highly skilled and trained healthcare professionals.
Many leaders dismiss the importance of frontline employees and forget that these employees have to actually like the company—and their job—to serve as employee ambassadors and spread the right message of goodwill.
So, how do you empower frontline employees to create ambassadors of goodwill? Try these suggestions:
Show them why company is great. Critical stakeholders, such as stockholders and the board of directors receive constant updates such as quarterly statements and annual reports. However, these details are often lost on the frontline ambassadors. As a manager, take it upon yourself to decipher the corporate information in a way that is relevant to the frontline employee. During quarterly meetings and weekly team meetings, explain how the company is doing and tell people how their work is contributing to the success. That will help employees talk positively about their job and their company. You can also hold quarterly or yearly celebrations that include games and prizes, along with silly songs and videos. But the key reason for the visit is to share vital details about the success of the company and the impact that the employees have had on that success. Frontline employees need to know how they make their company great.
Don’t hurry with the hiring. Although many frontline positions are considered entry-level, this doesn’t mean that you should just hire anyone who walks through the door. If you truly want employees who spread goodwill, you need to be more selective in the hiring process. If you’re hiring to meet a hurried quota, you’re probably not going to have much success. Frontline employees should be chosen based on their skills and personality. So, make sure your hiring managers have a clear picture of the attitude you want a new person to have.
Constantly check if employees feel valued in their job. Do your employees feel valued in their job? Do they understand how they fit into the success of the company? If you don't ask your employees (in a consistent and confidential manner) what they really think about their job, you'll never know where to focus money and resources.
Remind your employees of their critical role. Do your employees understand their roles? More importantly, do they understand how important their role is? Employees need to be reminded of the power and influence they possess. If they do their job right, they have the ability to attract and retain business—a very significant accomplishment.
The importance of the frontlines is unquestionable. Healthcare professionals and leaders must maintain constant awareness and focus on the frontlines. Negligence to do so could lead to disastrous results within both the employee and customer base.
“Pleasure in the job puts perfection in the work.”
—Aristotle
By Clint Maun, CSP - www.clintmaun.com
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(This post was edited by ClintMaun on May 26, 2009, 12:28 PM)
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