Establish a Competitive Advantage with White Glove Hospitality
Picture this: A law school graduate walks into the law firm’s lobby. She’s a little nervous. She walks up to the receptionist, who takes a moment to look up at her. “Can I help you?” she says. She’s not trying to be rude, but she’s busy and doesn’t recognize the visitor.
The woman tells the receptionist she’s here to see one of the partners. The receptionist phones the attorney’s administrative assistant, tells her they will call for her when they’re ready, and nods towards a chair. The woman is thirsty after a long trip, but decides not to ask for water. When the admin comes to direct her to the partner’s office, he introduces himself but says nothing else.
When the law firm offers her a position the following week, they are disappointed that this graduate with the 4.0 grade point average and president of Harvard Law Review decided on a smaller firm in the next building. When they asked her why, she said she appreciated the interview, but was honest about feeling unwelcome.
Now picture this instead: A year later, two young entrepreneurs walk into the same law firm’s lobby. They’re a little nervous too, a little loud, and casually dressed. The same receptionist rises and walks around her desk to greet them by name. She quickly calls the partner’s assistant. He’ll be just a few minutes, so she offers them water and tells them that they will serve coffee and tea in the conference room. She offers to take their jackets.
The assistant arrives promptly and shakes their hands, sincerely asking how their commute was. When he shows them back to the conference room, there are coffee, tea, and snacks. During the meeting, one of the young entrepreneurs has a problem connecting on her phone. The assistant promptly calls IT, who quickly fixes the problem. Another hospitality professional keeps the drinks hot and the snacks topped off.
When the meeting is over, the assistant thanks them and takes them back through the office to the receptionist, who is ready with their jackets. She asks if she can validate their parking slips, and if either of them would like a bottle of water to take with them. Both staffers warmly wish them goodbye by name and say they hope to see them again.
The law firm failed to impress the star recruit the year before. This time they sign two of the hottest young entrepreneurs around. The partner was the same. The law services were the same. What was different was the white glove hospitality service, which creates unique, memorable, and one-of-a-kind experiences for valued visitors.
What is White Glove Hospitality Service?
Hospitality can make or break signing a new client, retaining an existing one, or recruiting rising legal stars. White glove service is first and foremost professional. Highly-trained teams present themselves to guests with professional appearance, speech, and behavior.
Well-trained teams do not just focus on the mechanics of getting the job done. They think about how to make the guest feel good – and that translates to a positive experience with your entire firm. Team members trained in white glove hospitality service:
- Provide the best hospitality service in the legal industry
- Build authentic connections with visitors
- Create amazing experiences for your guests
- Deliver personalized services to proactively fulfill requests
- Are attentive to visitor needs
- Are patient, friendly, knowledgeable, and service-oriented
- Take ownership of the visitor experience
- Exceed guest expectations
Training is the Key to Law Firm Hospitality
Face-to-face, customized instruction is key to comprehensive training. By tailoring the training, instruction can be adjusted to meet the specific roles and responsibilities for the firm’s onsite employees. For example, some hospitality employees have additional responsibilities like mail or print.
By training teams in-person, instructors are able to offer one-to-one observations and feedback for all trainees. This ensures consistency of service for all reception and hospitality staff. It is key to work with a strategic training partner to review specific needs of each office, implement office hospitality processes and procedures, and update best practices.
A well-trained hospitality staff equipped with white glove training is a competitive differentiator that will set firms apart to clients, prospects, and future hires. Click here to learn more about white-glove service hospitality training offered by Epiq.