Indonesia Conference Directory

Abstract. Frontliner is one of the work units in banking. The position categorized as a frontliner are customer service and tellers. The task of frontliners in general are to help serve customers directly such as providing information and referral solutions if needed. As the front guard who represents the companys image, having "personality" is something that every frontliner must have in carrying out their duties and functions. This study aims to analyze how the development of smart personality models is right for a frontliner. This research method uses a descriptive qualitative approach with in-depth interview data collection. The data analysis technique uses thematic analysts according to the category of interview theme results. The results of the study show that the smart personality frontliner can be seen first from the way employees look, such as the use of makeup and the right uniform. The second has a good attitude in providing customer service such as friendly service and polite attitude towards customers. Third, frontliners must also be good at mastering their fields of work in order to avoid mistakes when serving customers. The results of this study can be applied in a frontliner work environment. Suggestions for companies, the development of smart personality employees can be optimized by providing regular training to employees.