Customer Service in a Multi-Ethnic Society An InFoPeople Workshop Winter-Spring 2002 Instructor: Nancy Kelly

Introduction n Understand how multi-ethnicity relates to customer service n Recognize bottom-line impact n Encourage sensitivity n Essentials of good service n Personal awareness n Present Challenges n Communication skills

Exercise #1 You make the difference

Let’s hear from you... n What do you want to gain from this experience? n What are your concerns? n What topics are you most interested in that you would like to focus on today?

Importance of Customer Service in a Multi-Ethnic Society n Satisfied customer u remain loyal u encourage new business n Dissatisfied customer may have a negative impact n Customer determines if good service is provided

Changing Customer Base n Shifting demographics n Immigration from more different countries than before n New languages & cultural values n People lump groups together

Why is delivering outstanding multi-ethnic customer service important? n 20 million Americans primary language is not English n Ethnic dishes now comprise 30% of restaurant entrees n According to United States Travel and Tourism: u 45.5 million tourists annually u $77,000,000,000 (seventy-seven billion) n By 2040, U.S. population will exceed 355 million, 14% foreign born

Consider These Differences n Customer expectations culturally based n Communication style differences n Protocol and courtesy n Customs, religious needs, holidays

Ground Rules n Listen while others are talking n Encourage candor, open participation n Everyone’s view is equally valued u no right or wrong answers u group does not have to reach consensus n There are no stupid questions

Exercise #2 Icebreaker: Identity Check

Names Are Important n Often is the first thing we hear n Err on the side of formality n Avoid assuming others want to be greeted/treated just like we would

Exercise #3 Customer Relations: The Good and Bad

WORST Behavior n Ignored me n Continued personal conversation n Treated me rudely n Ignored my complaint n Continued to mispronounce my name

BEST Behavior n Made me feel important n Spent time helping me n Smiled at me n Used my name n Asked if I needed more help

Culture is… n The total way of life of a particular group of people: u think, feel, say, do and make n Written and unwritten, verbal and non-verbal rules people live by n Variation among group members n Defines our common sense and acceptable behavior

Exercise #4 Comparisons of Cultural Patterns

US Customer Service Norms n Use of first name is friendly n Customer is free to browse & not buy n Appropriate -point out customer &/or provider mistake for correction n Customer and Provider are equal n Customers appreciate informality (self- service) n Provider - smile, make friendly talk n Customers served on a first-come, first- served basis

Norms Outside the USA n Use of first name is disrespectful n Customer knows purchase, provider gets n Inappropriate to point out a mistake made by provider or customer n C&P-different social class, treat as such n Rules of who should speak to whom based on age, gender and hierarchy n Customer appreciates formality n Providers should be reserved and respectful to the customer

Cultural Differences n Customers expectations are culturally based n Can be a barrier between us, and our customers n Even if you make a mistake, people will appreciate your efforts

Stereotypes “ Judgment of a group without regard for the individual”

Stereotypical Statements, Behaviors and Thoughts n To describe individual by their group membership n Consider individuals exceptions to the rule if they don’t fit the stereotype n Label or judge behavior rather than seeking to understand it n Expect an individual to be a “token” or spokesperson for everyone in the group

How do Stereotypes Affect Customer Service? n Don’t allow room for individuality of the person n Harmful to the holder because they often distort information n May act on stereotypes in the subconscious level without knowing it n Different behavior doesn't mean deficient

Exercise #5 Multiethnic Bingo

BINGO Answers n Chitlings are part of a pig n Yonsei is a fourth generation Japanese American n Chinese New Year is usually celebrated in February n Mexican Independence Day is Sept. 16th n Kiva is a sacred, ceremonial structure used by the Pueblos n Orale is an expression equivalent to “Cool”

Let’s talk Multi-Ethnic BINGO n What strategies did you use? n Did you get misplaced? How did you feel? n Categories you hesitated about & why?

What Good Are Stereotypes? n Makes people feel more confident when in multi-ethnic situations n Often people may need to “prove they’re correct” n Stereotype sources: u home, peer group, school, work, mass media, socioeconomic background, culture, gender and race

Exercise #6 Multiple Modes of Communication

Multiple Modes of Communicating n Do Not share the rules with anyone n Pair up, preferably with people you don’t know u A’s and B’s u C’s and D’s n Find out 2 new things about your partner

Multiple Modes Debriefing n Read group instruction aloud n How did you interpret the behavior of your partner during the exercise? n Do the characteristics of each group remind you of a specific ethnic group?

Exercise #7 ACT: Observer Feedback

Exercise #8 Action Plan

An Effective Multi-Ethnic Customer Service Person: n Explores customer cultural backgrounds u Modifies language for non-native listeners n Tries to look at situations from other cultural perspectives n Monitors own assumptions & stereotypes n Show’s respect for other’s culture

Evaluation Form