ROLES UNDERTAKEN BY FRONT-

LINE STAFF IN TTH OPERATIONS

AND ITS CHALLENGES

EFCJ,MBA OLFU CHIM ANTIPOLO

ROLES OF FRONTLINE STAFF
• deals directly with customers
• one of the most important representative of the business
• engages and handles customers is what creates the first impression about a
company and impacts brand image
• Should excel in all the necessary customer service skills in order to offer
better experience and create positive brand perception.

EFCJ,MBA OLFU CHIM ANTIPOLO

FOUR MOST ESSENTIAL SKILLS EVERY
FRONTLINE EMPLOYEE SHOULD HAVE
• Excellent Communication - sets the tone of the business
• Exhibiting Patience - deal with a number of different kinds of people, you
have to be ready to face all kinds of situations
• Showing Empathy - build an emotional connection and trust with the
company.
• Being Proactive - one step ahead to assess what your customer’s next
demand or query might be is always an added advantage

EFCJ,MBA OLFU CHIM ANTIPOLO

THE TWO COMMANDMENTS
• do unto your internal customers as you would have them do unto your
external customers. In other words, take care of your employees … be
concerned for their well-being, and invest in them
• always treat customers as though they will remain customers, “never as
though this is the last time you’ll see them

EFCJ,MBA OLFU CHIM ANTIPOLO

CHALLENGES
• Employee recruiting and selection is critical - good recruiting and selection
programs are essential to a firm’s ability to provide superior service at the
frontline
• Data mining – detects useful and non-obvious trends in data, will have a distinct
advantage over their competitors
• Making the job easier for frontline staff - other ways to assist frontline staff
• Motivating employees - understanding how role ambiguity, role conflict, and
lack of psychological empowerment
• Staying one step ahead of competitors -offerings and develop service
innovations that will delight customers at the frontline and that competitors will
find hard to beat

EFCJ,MBA OLFU CHIM ANTIPOLO