1. Chapter 8: Customer Service in a diverse world

2. Learning Outcomes 8-1 Recognize that diversity is not a bad thing.
8-2 Describe some of the characteristics that make people unique.
8-3 Embrace the need to treat customers as individuals.
This chapter discusses diversity and the importance of it in a customer service setting.

3. Learning Outcomes
8-4 Determine actions for dealing with various types of people.
8-5 Identify a variety of factors that make people diverse and that help to better
serve them.
8-6 Communicate effectively with a diverse customer population.
This chapter discusses diversity and the importance of it in a customer service setting.

4. What is diversity? Definition Diversity Cultural diversity
Importance of diversity
LO 8-1 and 8-2
The impact of diversity and defining diversity
Define
Diversity is the characteristics, values, beliefs and factors that make people different
Can include not only religion, values but also age, size, sexual orientation
Cultural diversity
Refers to the differences and similarities attributed to various groups of people within a culture
With a global market, it is much more likely we will come into contact with people different from us
Diversity is encountered everywhere in our work and personal lives
We can grow through understanding diversity
The platinum rule means instead of treating people how you would like to be treated, treat them how THEY want to be treated

5. Customer Awareness Your awareness of diversity
Ramifications of misunderstandings
LO 8-3
Customer Awareness
Applying your own beliefs to every situation
Results in lost business, anger frustration and poor service

6. Values Define Characteristics of values Examples of values Modesty
Expectations of privacy
Forms of address
Respect for elders
Importance of relationships
LO 8-4
Impact of Cultural Values
Different values are
Not better or worse, just different
Values dictate which behaviors are acceptable or not
Values can have influence on customer wants and needs
Values are the rules that people use to evaluate issues or situations
Values may be based on the deeply held beliefs of a culture, which can include religions or politics
Some examples of values
Modesty
Some cultures “cover up” more than others
Nonverbal communication such as too much eye contact
Covering mouth with hand for example
Consider modesty in a waiting room with magazines and sexy covers, this may be inappropriate
Expectations of privacy
Depending on culture, may be more or less comfortable expressing personal information
North Americans tend to be more comfortable expressing more freely; just be aware that this isn’t ok in many cultures
Forms of address
Refers to the way people are addressed
Can be formal or informal
North Americans tend to be more informal
Importance of titles and use of titles
For example, use of Dr. Ms or Professor
Being too informal could offend
Respect for elders
Most cultures respect elders, but in some cultures it is more important to do so
Importance of relationships
Doing business in other cultures means there is a high regard for the interpersonal relationship
Agreements or contracts do not always come quickly
Many meals and meetings may occur to build the relationship first
Obviously not understanding the value of this can make you seem pushy or aggressive

7. Values Examples of values Gender roles Attitude toward conflict
Concept of time
Level of punctuality
Ownership of property
LO 8-4
Impact of Cultural Values
Some examples of values
Gender roles
Are continually evolving
Women in many countries have not gained respect and creditability
In some cultures, men are more important than women
Even though you may not agree with this, consider your reaction with the understanding it is their norm and value
Attitude toward conflict
Individualistic cultures where the emphasis is placed on the individuals goals versus collective cultures where people are viewed as part of a group can create customer service issues
Concept of time
Monochromic time and deadlines as a central focus
Polychromic refers to the perception of time that shouldn’t interfere with relationships and elements of happiness
Level of punctuality
In North America, we tend to be on time, but in other places, showing up 15 minutes or even an hour late isn’t considered a problem
Ownership of property
Accumulation of worldly goods is viewed differently depending on where you are
How cultures view the amassing of material goods

8. Providing Quality Service
Language differences
Only 20% of the population speaks English
Tips for non-English speakers
LO 8-5
Providing quality service to diverse groups
Language differences
Only about 20% of the population speaks English
Obviously, this has customer service impact
Identify people in your organization who speak more than one language
Let customers guide conversation
Be flexible
Be patient
Speak clearly and slowly
Speak at a normal volume
Use open ended questions
Pause frequently
Use standard English
Avoid slang, technical terms and avoid language that doesn’t include proper grammar
Do not make assumptions that someone can’t speak or understand the language
Use globally understood references
For example, no sports analogies
Watch nonverbal cues
Paraphrase the customers message
Try writing your message
Avoid humor and sarcasm-it doesn’t always translate well
Use questions carefully
Keep your message brief
Check for understanding
Keep smiling!

9. Providing Quality Service
Customers with disabilities
Hearing
Vision
LO 8-5
Providing quality service to diverse groups
Customers with disabilities
Americans with Disabilities Act protects people from discrimination
Hearing disabilities
Hearing loss is common
Strategies
Face your customer
Speak louder
Provide written information
Use pictures, and objects
Use nonverbal cues such as gestures
Speak slowly
Reduce background noise
Relay service
Operators who act as go betweens people who are deaf, speech disabled or deaf and blind
Telecommunications device for the deaf (TDD and TTY)
A technology that allows a deaf person to see what is being said
Vision disabilities
Could be someone who is blind, or someone who doesn’t see well
Talk to them in the same way you would talk with anyone else
Do not raise your voice
Don’t be embarrassed by using common phrases such as “Do you see what I am saying?”
Give specific information and directions
Offer your arm, but don’t take theirs as it may startle them
Leave doors either completely open or completely closed

10. Providing Quality Service
Customers with disabilities
Mobility
LO 8-5
Providing quality service to diverse groups
Customers with disabilities
Customers with mobility or motion impairments
Refers to a disability that means someone cannot move around without assistance
i.e. walkers, wheelchairs or crutches
Be conscious of leaving space for such devices
Do not assume someone can’t perform tasks

11. Providing Quality Service
Providing service to diverse groups
Elderly customers
Younger customers
LO 8-5
Providing quality service to diverse groups
Elderly customers
Be respectful
Be patient
Answer questions
Don’t be patronizing
Remain professional
Guard against biases
Younger customers
Know the wants and need of each generation
Don’t talk down to younger customers

12. Communicating with Diversity
Tips for verbal communication
Consider nonverbal communication
i.e. pointing, facial expressions
LO 8-6
Communicating with diverse customers
Appropriate language is important
Be careful with remarks and jokes
Use inclusive language
Rather than Mailman use mail carrier
Respect personal preferences when addressing people
Use general terms
Just say supervisor instead of “black supervisor”
Recognize the impact of words
Use care with non verbal cues