Director of First Impressions

The person in your company who has the initial contact with your customers has the power to delight or disappoint them. And the way your customer is treated when they first contact you, whether it’s by phone, email or in person, will determine whether they stick around to hear your sales pitch or head for the competition. Here are some of the qualities you should look for in your business’s Director of First Impressions.

Who is the Director of First Impressions in your company? You do have one, right? They may not have that exact title, however, that’s what they really are, whether you call them that or not! In some businesses, it could be the person who answers the phone. In other businesses, it could be the person behind the counter or a greeter in a store. That person, whoever they may be, holds in their hands the ability to delight or disappoint the customer, your customer. And how that first interaction is handled will determine if that customer does business with your company or decides to go with your competitor.

If you have a vacancy for the position of Director of First Impressions in your organization, or worse yet, you have the wrong person in that role now, here’s how you might advertise to fill the position:

There is a wonderful opportunity awaiting the right person in our organization. We feel that our success is largely attributed to our commitment to excellence and drive to be the best. We currently have an opening as our Director of First Impressions. We are looking for someone who:

  • Truly enjoys interacting with people
  • Has great written and verbal communication skills
  • Has excellent phone rapport and aptitude for customer service
  • Knows the definition of empathy and utilizes that skill when appropriate
  • Is intuitive and has a proactive approach to serving others
  • Has a strong work ethic and takes ownership of his/her work
  • Is poised, positive, outgoing, cheerful and  has a professional demeanor
  • Smiles on a regular basis
  • Has a professional appearance
  • Demonstrates integrity, honesty, teamwork and genuine concern for others

I wonder how many people would apply for this position if it was advertised! Perhaps it is time to review just who is filling that role in YOUR company and decide if you are comfortable with that person representing your company and providing the first impression.

You never get a second chance to make a first impression.

Randi Busse is the President of Workforce Development Group, Inc., a customer service training organization. Her company provides customized training to improve the customer experience, increase customer retention and maximize revenue through cross-selling and up-selling. Sign up for Randi’s monthly customer service newsletter by visiting her website,

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