Who’s the Face of Your Company? (Hint: It’s Not Who You Think)

 

When I ask business owners, “Who’s the face of your company?”, the answers are almost always the same
“Our sales team.”
“Our receptionists.”
“Our customer service reps.”

And yes, these people are obviously the first point of contact in many cases. They’re trained, polished, and ready to represent the brand. But here’s the thing: they are not the only face of your company.

If you think the only people representing your business are the ones sitting at the front desk or on the phones, you’re missing something huge.

The Overlooked Brand Ambassadors

Businesses often invest heavily in customer service training for people in roles such as:

• Sales teams

• Receptionists

• Customer Service Representatives

• Call Centre Agents

• Help Desk Technicians

• Client Services Managers

• Customer Success Managers

• Contact Centre Supervisors

… and that’s great. These people need the skills.

But here’s the blind spot: what about your technicians, tradespeople, delivery drivers, installers, and on-site service teams?

These are the people who show up in front of your customers more than anyone else in your organisation. They’re in the customer’s space, they’re talking directly to them, and they’re building (or breaking) trust in real time.

Why It Matters

It doesn’t matter how slick your branding is or how many five-star Google reviews you’ve got if a customer’s experience with your technician is poor, that’s the story they’ll tell others.

Your tech might be brilliant at their craft of fixing machinery, installing systems, or delivering products but if they’re dismissive, abrupt, or just seem uninterested, it reflects directly on your business.

I’ve seen companies with amazing marketing lose clients simply because the person doing the actual work didn’t have the same customer service skills as the office staff.

Customer Service Is a Company-Wide Skill

Customer service isn’t a department. It’s a mindset.

Every person in your business who interacts with a customer whether it’s face-to-face, over the phone, or via email is part of the customer experience.

And the reality is, your customers don’t make a mental distinction between “the office team” and “the trades team.”
They just see your company.

If one person drops the ball, the whole business looks bad.

Practical Tips for Getting This Right

1. Train everyone, not just the front line.
   Invest in customer service training for technicians, tradespeople, and delivery teams anyone who meets your customers.

2. Teach soft skills alongside technical skills.
   Things like tone of voice, active listening, empathy, and problem-solving go a long way in building trust.

3. Make it part of onboarding.
   Don’t just run one-off workshops, build customer service training into your culture from day one.

4. Model the behaviour at leadership level.
   If you want a customer-first culture, your management team needs to live it too.

The Real “Face” of Your Company

Your brand isn’t just your logo, your website, or your social media feed.
It’s every single interaction a customer has with your business.

That means your field teams, installers, and technicians are just as much the face of your company as your top salesperson or your friendly receptionist.

If they’re professional, helpful, and easy to deal with, customers will remember the experience for all the right reasons. If not… well, they’ll remember that too.

The Bottom Line

Customer service training is not an optional extra for “non-customer-facing” staff it’s essential for everyone.

Your customers are forming an opinion of your business every single time they meet someone from your team. Let’s make sure that impression is consistently great, no matter who they’re dealing with.

Empowering Growth, Securing Success - that’s what we do.

If you want to build a business where everyone represents your brand at the highest level, visit our website via the link in our bio.