ED[T@RIAL

First Gontact

It always seemed odd to us that the lowest paid and least well-trained employee is often the first person a customer encounters.

Whether it is the initial voice on the phone, the receptionist, a delivery person or a floor clerk, this once-only opportunity to make a favorable first impression should never be left to chance. Yet too often, a negative perception is generated in the customer. Because of this the transaction may not be made or, worse, the customer is lost for good.

Generally, the fault lies not with the front hne folks, but with the failure of the company to provide adequate training and education. Most employees want to do a good job, but any staffer at any level needs ongoing help. This applies as much to the CEO as to this morning's new hire.

What may be obvious to some may not be to others. If, for example, the employee has a hangover, just fought with his spouse, was bitten by the dog, after which his car broke down and he's

DAVID CUTLER editor-publisher

got 20 bucks to last until payday, it may never occur to him not to take out his frustrations on the customer. This case may not be as extreme as it sounds at first blush. If you've never encountered anyone in business or shopping who acts as if they've had the morning described, consider yourself lucky.

A few classes in what should be the obvious niceties of business relationships can do wonders for employees fielding those first customer inquiries. Employee trainers confirm that it really doesn't occur to everyone to leave personal problems, anger and frustration at home.

Much of life is basics, and solidly grounding your employees in them will provide the firm foundation for all that follows. While it's true that training can sometimes just prepare employees for the next company they work for, it's still better and less risky to provide all the employee training you can.