HR Corner Unique training helps frontline staff perform by Mary Luk Business gets a boost from external director In the hospitality and tourism sector, frontline staff are the face of the business, and the level of service they offer has a direct impact on results. Recognising this and to ensure the highest standards are achieved, Hong Thai Travel Services Limited decided to invite a famous film director to coach employees in how to communicate better with clients both verbally and by using the right body language. "Performing and providing a service for customers might seem to be two different things but, in fact, they are related," explains Susanna Lau, the company's general manager. "When someone acts on stage or in a movie, he must perform his role in a way that pleases the audience. Similarly, when a guide or tour coordinator leads a tour, he must also play the role of entertainer, ensuring the group is satisfied with his performance." For this reason, the company once hired director Cheung Kin Ting to conduct special workshops for tour guides. He taught them how the use of appropriate facial expressions and hand gestures could enhance communication and help to avoid misunderstandings. "We had realised how vital the aspect of performance is in our business," says Ms Lau. "If employees present themselves well, they will not only be more productive, but also get more satisfaction from their jobs." She says the techniques and principles have since been included in the training programmes for new joiners. Employees know their views are important Good performance To keep all frontline employees up to the mark, Hong Thai does appraisals every six months. "We simply can't afford to wait," Ms Lau explains. "If any frontline worker has not been doing well, we must quickly rectify the situation to make sure nothing impairs the quality of our service." On-the-job performance is also improved by means of a communication enhancement plan. Under the scheme, department heads have discussions with frontline staff every three months to iron out any ongoing problems. The programme aims to develop strength and eliminate weaknesses, while encouraging staff to express opinions on how to improve the work environment. For example, when staff suggested doing away with the need for support staff to wear uniforms at work, management agreed. "Very often, the suggestions are the result of practical experience about what works best," says Ms Lau. "This system also means that employees know their views are important." A staff survey conducted every two years by the HR department also collects comments and is used to amend or enhance management practices and corporate policies. In addition, veteran guides or tour coordinators are asked to share their experiences with junior colleagues and to explain what works best in different situations. Market share Hong Thai's basic philosophy has been encapsulated in an acronym — GUEST. Greeting customers warmly Understanding colleagues Efficiency Special treatment for exceptional cases Thankfulness to clients It must be working well because a recent survey by Nielsen Media Research found that the company had become Hong Kong's leading travel agent business, with a market share of over 21 per cent for five consecutive years up to 2005. This success has been confirmed by a string of other prestigious honours won over the years, including the Hong Kong Productivity Council's Best Brand Enterprise Award and Capital magazine's Best of the Best Award in 2006. Internally, the HR department organises a series of awards to recognise, for example, the best branches and outstanding counter staff. This has been found to be a great way to boost morale and build staff loyalty. In fact, confirmation of this is that over 50 per cent of the 1,200 staff spread among 28 local branches have now been with the company for more than five years. Salient points - Innovative training from film director introduced new ideas - Recognition of the "performance" aspect in the role of frontline staff - Regular appraisals to ensure potential problems are caught early - Set up mechanisms to gather staff feedback and opinions - Create awards to encourage loyalty and overall excellence Taken from Career Times 11 August 2006, p. A20 Your comments are welcome at [email protected]