Security guards and their role in effective customer service

Security personnel can often be the first point of contact for your customers, visitors, and staff. In retail spaces, office environments, warehousing, and many other working environments, they are often the first person someone will meet. This means that they are integral to helping organisations create the right impression and deliver effective customer service.

The role of security personnel extends far beyond the traditional security functions that you might think of when you consider what they do on a day-to-day basis, and this article explores how security professionals contribute to delivering the right customer service and why organisations should view them as an incredibly valuable asset.

Security guards – where safety and customer service meet

Security professionals occupy a unique position in many organisations as they operate in a space where security, safety, and hospitality meet. And whilst their primary role and function will always be to ensure the protection and safety of premises, people, visitors, and an organisation’s key assets, they also play a key role in ensuring customers receive the right type of service. Consider a security guard’s role in an office environment. A guard will usually be positioned near the entrance to a building and typically within or near a reception area. Whilst trained receptionists may be on hand, it is the security guard whom a visitor or customer will interact with first.

Also, as organisations look to cut costs, they are looking more and more to combining receptionist duties and the role of a security guard – this is usually referred to as a concierge. In this type of hybrid role, organisations have a highly trained security guard who has additional training in providing front-of-house, customer-facing and/or administrative support.

The experience economy

In today’s competitive economic environment, businesses aren’t just delivering products or services – they are now focused on creating memorable, personalised experiences that create customer loyalty and build positive brand equity. This means that excellent customer service is critical.

For example, in PwC’s Future of Customer Experience Survey, it stated that 86% of customers are willing to pay more for a better customer experience. In this context, organisations must consider every way in which their customers interact with their organisation, and security guards and security professionals are a fundamental component of this.

How security guards can help create positive customer service

Here are some of the ways security professionals can help create great customer service:

Creating a positive first impression: As representatives on the frontline of an organisation, security guards can shape visitors’ initial perceptions and experience. Their appearance, demeanour, and communication help to set the tone for the entire customer experience, and so investing in professionally trained guards with the right uniform, communication training, and customer service protocols is vital.

Providing useful information and assistance: Security guards can be helpful information hubs, directing visitors, answering questions, and aiding them in their experience of visiting a premises. This means they need to be trained on more than the security protocols when inducting them into an organisation.

Resolving issues, problems, and complaints: Guards who have been well-trained to identify and address potential issues before they escalate are a valuable asset to any organisation. Guards can also be trained in organisation-specific complaints handling, aligned with policies, enabling them to resolve complaints at the first point of contact. This approach maintains a positive environment for all customers and reduces service disruptions. In Microsoft’s Global Customer Service Report (2023) 83% of customers say they feel more loyal to brands that respond to and resolve their complaints, highlighting just how vital it is that complaints are handled in the right way by everyone who interacts with your customers.

Supporting customers with special needs: Security guards can also provide assistance to customers with disabilities or special requirements, ensuring that your facilities are accessible and welcoming to all visitors.

Supporting emergency procedures: When an emergency occurs on site, security guards play a very important role. For example, if customers are on site and an emergency evacuation is required, your security guards will be a key part of ensuring they still have a positive experience.

How to get the most from your security team

So, it’s clear that security professionals and guards are a valuable part of an organisation’s approach to delivering excellent customer service. By recognising their dual role and investing in the right training and integration into your policies and approach, you can transform security personnel into powerful customer service ambassadors who enhance your brand.

Here are some final thoughts on how to do this:
• Integrate your security teams into your customer service training
• Create and communicate clear customer service standards and protocols with your security teams
• Create feedback tools to enable everyone, including security guards, to share service quality feedback
• Ensure your security teams understand your organisation’s values and approach to customer service
• Recognise and reward examples of customer service excellence from security staff