CHAPTER 3

Your Front Line Is Your Bottom Line:

The Value of Your Front Line People

Every business begins and ends at the front desk. When people talk about terrible customer service, nine times out of ten it’s based on a misstep at the front desk.

Consider your appointment book your bank account. The more you invest in it, the higher your returns will be. It’s important therefore to pay attention to and train your front line.

The typical receptionist is like an offensive lineman on a football team. Both have the toughest jobs on their respective teams. The offensive lineman’s name is mentioned only once or twice during a game, when the referee tells 80,000 fans and national television audiences, “Number 63 is caught for holding; no first down.” ...

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