Customer Service in a Diverse World CHAPTER EIGHT Customer Service in a Diverse World

LEARNING OBJECTIVES Recognize differences are NOT bad Develop sensitivity to uniqueness Understand need to treat customers as individuals Determine actions for dealing with people Identify factors that make people diverse Comply with legal requirements Serve all customers effectively

DEFINING DIVERSITY Innate characteristics Learned or gained factors

DIVERSITY The different characteristics, values, beliefs, and factors that make people different, yet similar.

CULTURAL VALUES Taught at young age Based on beliefs of culture or subculture Not better or worse than others Indicate acceptable behaviors and practices Can impact service Influence perceptions and actions Expressed openly or subtly

TYPICAL CULTURAL VALUES Modesty Expectations of privacy Forms of address Respect for elders Importance of relationships Gender roles Attitude towards conflict Concept of time Ownership of property

QUALITY SERVICE TO DIVERSE GROUPS Language differences Disabilities Elderly customers Younger customers

QUALITY SERVICE TO DIVERSE GROUPS Language differences - Customer guides conversation - Be flexible - Listen patiently - Speak clearly & slowly - Speak at a normal volume - Use open-ended questions - Pause frequently - Use standard English

QUALITY SERVICE TO DIVERSE GROUPS Language differences - Use universally understood references - Look for non-verbal cues - Paraphrase the customer’s message - Try writing the message - Try another language - Avoid humor & sarcasm - Look for positive options - Be less critical

QUALITY SERVICE TO DIVERSE GROUPS Language differences - Use questions carefully - Use a step-by-step approach - Keep your message brief - Check frequently for understanding - Keep smiling!

QUALITY SERVICE TO DIVERSE GROUPS Customers with Disabilities - Customers with hearing disabilities - Customers with vision disabilities - Customers with mobility or motion disabilities * Be prepared and informed * Offer, do not force, assistance * Be respectful

QUALITY SERVICE TO DIVERSE GROUPS Elderly Customers - Be respectful - Be patient - Answer questions - Try to not sound patronizing - Remain professional - Guard against biases - Communicate effectively

QUALITY SERVICE TO DIVERSE GROUPS Younger Customers - Be respectful - Avoid condescending or demeaning language