It wasn’t that long ago that business hired receptionists and clerical staff  to answer phones, set appointments, do some billing and, generally speaking, manage the public. They wanted these folks to be warm, friendly, helpful, and have a good work ethic. Now those jobs are called “front line” and they come with a warning: “be careful out there”.

Companies still want their employees to meet, greet, and serve the public in ways that are inviting and encouraging. It’s just that front line employees are having a hard time dealing with an impatient, frustrated, understandably irritable, sleep deprived public that is unnerved by the considerable unknowns of recession and terrorism. This new breed of customer (client, patient, patron) wants what they want when they want it and will not tolerate anything short of complete and immediate submission and compliance. Although understandable, it’s not possible nor advisable.

Call them support or samurai, this isn’t the job they thought they were getting (at minimum or near minimum wages), and they aren’t going to keep taking it unless they’re supported and encouraged by the team they’re hired to protect and defend. Employers, already burdened by high costs and low profits can’t afford to pay more yet know they need to do more.

Here’s what they can afford to do:

Include these staffers as part of your team. Keep them in the loop regarding business developments and growth opportunities. Offer them ways to enhance their education with workshops and seminars; upgrade their skills with tutorials and classes; help them increase their ability to make a difference to you, the company they serve. And let them know that you appreciate their efforts.

People want to make a difference where they work, no matter what their job or level of perceived importance. Companies that do an excellent job of retaining their workforce, treat everyone as a valued employee. If customer service is #1, they treat their employees as they would their customers. They grow their own talent, promoting from within whenever feasible, and hiring from outside when they cannot; making sure that new hires are respectful of a culture built on a foundation of mutual regard and respect, without exception.

They encourage employees to maximize their talent and minimize their weaknesses, not the reverse. They delegate authority along with responsibility so that employees who demonstrate an ability to make good decisions are given the opportunity to do just that.

They cross train because it’s good for the employee and it’s good for the business. Employees want to learn new skills. Yes, it makes them more marketable and if you’ve created a place where they like to work, you’ll reap the benefits of what you’ve taught, because they’ll stay.

That takes us to the subject of loyalty, a subject that companies and employees alike ruefully describe as a remnant of the past. Is it gone or have we forgotten what it represents?

Let’s remember: Loyalty is a shared experience. It begins with our understanding and agreeing with the other’s mindset or vision. It takes root when we see the role the other can play in moving that vision from ideology to outcome. It flourishes when all participants play their part, when the mutual effort is successful, and when all involved reap the benefits of that success. Individual loyalty survives setbacks when there is mutual trust, when we’re honest with each other and share our information frequently and  consistently. It survives misunderstandings by confronting problems and each other with candor, consideration, and objectivity.

If you assume that you buy loyalty with a paycheck or the acceptance of one, you will all be disappointed and grow increasingly cynical. Loyalty must be practiced, as you would practice any skill worth having. To take it for granted is to give it up.

Front line employees, from ground troops to mail carriers, medical receptionists to customer service reps, deserve our recognition that with or without title, designation, certification, or degree, they step up and do the job for each of us, everyday, because they believe it’s worth doing. It’s up to each of us to demonstrate our appreciation through simple acts of courtesy, consideration, and respect.

* * * *

Yes! You may use this article by Executive and Career Coach, Joyce Richman, in your blog, article in your blog, newsletter or website as long as you include the following bio box:

Joyce Richman (www.joycerichman.com) has been specializing in executive and career coaching since she started her own practice in 1982. She works in a variety of environments including: higher education, manufacturing, sales, marketing, media, technology, pharmaceuticals, medicine, banking and finance, service, IT, and non-profit sectors. A member of the adjunct faculty at the Center for Creative Leadership, Joyce is certified to administer a number of feedback and psychological instruments. Joyce is a weekly guest on WFMY-TV and the career columnist for The Greensboro News & Record. She is the author of Roads, Routes and Ruts: A Guidebook to Career Success and co-author of Getting Your Kid Out of the House and Into a Job. A popular speaker, Richman conducts seminars and workshops throughout the United States, Canada and Europe. Her coaching profile can be found at TheCoachingAssociation.com.