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Director of First Impressions

Contributor(s): Brita Van Fossen

Director of First Impressions is a job title that is increasingly replacing that of receptionist.

The title was created to acknowledge awareness that the front desk employee has a crucial position in the public relations and marketing of the business. As the first person to interact with potential customers, investors, etc., either face-to-face or over the telephone, the experience with the Director of First Impressions reflects upon the entire company.

 Although the name has some validity as a reference to the employee’s role, it is sometimes considered to be more of a retention and/or cost-cutting tool because it placates employees with a more prestigious-sounding title rather than an actual promotion or pay raise.

Chris Young, founder of the North Dakota-based Rainmaker Group, invented the title, which has been somewhat widely adopted and is also spurring the development of other unconventional titles, such as “Chief Happiness Officer,”  “Idea Salesman” and “Innovation Maven.”

Some feel that the title “Director of First Impressions” is too lengthy and, furthermore, that it could cause confusion when employees apply for future positions.

 

See also: customer experience management (CEM), relationship marketing, CRM (customer relationship management),  service desk

 

Continue reading about Director of First Impressions:

 > Every company needs a Director of First Impressions.

 > Carefully select your Director of First Impressions.

 > Inventive job titles is the newest corporate trend.

 > Jacked-up job titles

This was last updated in December 2011

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