In my last blog we discussed the beautiful art of Guerrilla Marketing (really interesting read), but today let's shift to customer service. Specifically customer service with gender and racial equality in mind.
"Woah. Deep topic bro. You sure about that?"
2020 has seen a pandemic make businesses lose trillions of dollars, black lives matters protest take over cities across the nation and we have a presidential election while on lock down.
Yes, it matters right now, more than ever. Many businesses use outdated language and terms and conditions, not to mention how managers are trained as well as customer service reps.
Did you know in certain leases, it still says you can't sell a house to a black person or a Jewish person? True fact as CNN reports here.
But your business doesn't have to be real estate to lose business because you're using outdated terms that may be prejudiced. You could be in any industry that hasn't keep tabs on how society has changed.
It always starts with the top down - the CEO and/or founder of the company sets the rules and regs in place that has a trickle down effect for how company morale is shaped.
As discussed in the break down of management strategies blog management philosophy in business hasn't changed since the 1800s - yet the world has changed dramatically.
While affirmative action and diversity hires are huge topics deserving of their own articles, it is telling us that there were huge gaps in how business and education operated and how we really live today.
How important is having customer service that considers gender and racial equality to your business?
As entrepreneurs, our ability to pivot and adapt to changing situations is how we continue to not just survive, but thrive, even in uncertain times.
While doing market research for a new eCom business I'm launching, I came across Marshall's Facebook Page and it appears their customer service could use some tweaks.
I don't know how you can mess up more blatantly than this for customer service. By Americanizing an Arabic name into "Vicki" (when it was even spelled out right above Marshall's response) it was clear that customer service wasn't a priority.
Or even basic awareness. Most likely it was a response done by an underpaid employee who didn't have much motivation to even pay attention because he or she wasn't making enough money and didn't have training worth a salt.
As businesses move into digital and online storefronts only due to the pandemic, more sensitivity training is needed. Or just less bullshit. We have to realize just like texting, words don't convey tone.
This means for customer service, chatbots, live human chats, social media, websites, email outreach and more businesses will benefit from analyzing how their tone comes across to multiple perceptions.
Companies need to be aware if the public's perception of their business doesn't support racial and gender equality.
Regardless of your personal view points (which I hope allow everyone the same level of humanity), it is also about profit margins. Your business will lose money if you're still in the 1800s and the rest of the world has left you behind with 3D printers, air touch technology and social emotional awareness.
Are there any changes or focuses you are making with your business that are new in light of what's been happening in 2020? Comment below!
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