A Professional Image - Spatially Speaking

Many businesses are unaware of how important the reception area is to their image and even the perceived quality of service. In several research studies, hospital waiting rooms that were viewed as attractive were given higher marks for the service received.  It was revealed that if the waiting rooms were not given care, then a patient’s care might be in jeopardy.  When I asked my research subjects what physical attributes found in the reception area most contributed to a professional image they responded:

1)    Appropriate Identification

2)    Caring for Client Needs

3)    Congruence with the Nature of the Business

Appropriate Identification

Visible identification such as credentials verifies the legitimacy of a business. Seeing the names of the practitioners by use of signage, credentials, or business cards and brochures, provides clients with a sense of security that a business is official and has qualified staff.   It is interesting, that a significantly higher professional status is given to a person when credentials are displayed.

A study by the Michigan Ross School of Business discovered that professionalism is also determined by the fewer number of personal artifacts that are found in the office (such as family photographs and items related to personal interests).  If too many personal items are seen, the person is viewed as not being professional. While this study was conducted in personal offices and not the reception area, it may suggest that the separation of work and home life is a criterion for determining a definition of professionalism.

Caring for Client Needs

My research subjects commented that a professional image is seeing indications that a client is valued. The ease of accessibility and being able to immediately see the reception desk was significant for a client’s comfort level, but it was also crucial that the activity of the office be removed from those who were waiting.  Too much awareness of office activity was viewed as inappropriate for a client to see and hear.  Comfortable seating, magazines, and beverages indicated that the business had given thought to the needs of their clients.

Whether the professional image was a positive or negative impression relied on the quality of those individual physical attributes. Simply having each of these physical attributes was not enough.  Out of date and messy magazines detracted from a professional image.    From the viewpoint of the client, the quality of each attribute reflected on how the business valued and cared for its clients.

Congruence with the Nature of the Business

The third physical attribute named was congruence with the nature of the business. In this study, both businesses were required to respect personal confidentiality which was expected to be supported in the reception space. A seating arrangement that provided for some personal privacy as well as background music to privatize conversations was appreciated. It was also important that the style of music and any smells match the kind of business and be appropriate in preparing the client for the professional services. Signage that spoke to the issue of confidentiality was clarifying.  Providing tissue boxes in the reception area was congruent with the nature of a counseling business and also said that they understood the needs of their clients. Having magazines that matched the nature of the business were greatly appreciated and might even assist the client’s readiness in working with the professional.

 Places speak to us.  What they say affects us and influences our behaviour.  Their messages stem from the underlying attitudes with which places are planned, made, used, and maintained.  Few of us consciously acknowledge these messages, but subliminally we all experience them, are all affected by them.  Christopher Day

 May these guidelines be insightful as you plan and maintain your reception space.