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How can you ensure customer service operations are inclusive for all customers?

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Inclusive customer service is not only a moral duty, but also a strategic advantage for any brand. It means respecting and accommodating the diverse needs, preferences, and expectations of your customers, regardless of their identity, background, or situation. In this article, you will learn how to ensure your customer service operations are inclusive for all customers, and how this can benefit your brand reputation, loyalty, and growth.

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Kumar Manglam

Guiding brands to live their stories.
Prof. (Dr) Vijay Malhotra

Chief Marketing Officer | Chief Brand Officer | Driving Business Growth through Innovative Marketing Strategies |…

1 Assess your current state

The first step to improve your customer service inclusivity is to evaluate your current performance and identify any gaps or areas of improvement. You can do this by conducting surveys, interviews, focus groups, or audits with your customers and employees, and gathering feedback on various aspects of your customer service, such as accessibility, communication, responsiveness, empathy, and satisfaction. You can also benchmark your practices against industry standards, best practices, or competitors, and use tools like the Inclusive Service Assessment Framework to guide your analysis.

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Kumar Manglam

Guiding brands to live their stories.
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Assessing your current state is indeed crucial for fostering inclusive customer service. One helpful approach is to establish a diverse advisory panel consisting of both employees and customers to gain valuable insights. For instance, consider an example where a retailer assesses its customer service inclusivity. Through surveys and employee input, they discover that their website lacks accessibility features for visually impaired customers. By benchmarking against competitors who excel in this aspect, they implement screen reader compatibility and alt-text descriptions, ensuring a more inclusive experience.

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Prof. (Dr) Vijay Malhotra

Chief Marketing Officer | Chief Brand Officer | Driving Business Growth through Innovative Marketing Strategies | Passionate about Brand Development & Business Strategist | Certified Brand Auditor | 32+ Years experience
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A truly customer-centric approach entails fostering inclusivity and accessibility in all customer service operations. One thing I've found helpful is implementing comprehensive staff training programs focused on diversity awareness and sensitivity, equipping the team to cater to a diverse customer base effectively. Actually, I agree with the integration of inclusive language and communication practices across all customer touchpoints, ensuring a welcoming and accommodating environment for customers from various backgrounds and communities. An example I've seen is the integration of accessible customer service channels, such as dedicated helplines, live chat support, and multi-language assistance, facilitating seamless communication.

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2 Define your goals and action plan

Based on your assessment, you should set clear and measurable goals for your customer service inclusivity, and develop an action plan to achieve them. Your goals should be aligned with your brand vision, values, and strategy, and reflect the needs and expectations of your target segments. Your action plan should outline the specific steps, resources, responsibilities, and timelines for implementing your inclusivity initiatives, and how you will monitor and evaluate their impact. You should also communicate your goals and plan to your internal and external stakeholders, and seek their support and feedback.

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Kumar Manglam

Guiding brands to live their stories.
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Defining clear and measurable inclusivity goals is a critical step. One helpful approach is to prioritize these goals based on customer feedback and potential impact on underrepresented segments. I fully agree that communicating these goals to stakeholders is key. It ensures alignment and fosters support. For instance, let's say a tech company identifies a goal to improve response time for customer inquiries from non-English speakers. Their action plan includes hiring multilingual support agents and implementing translation tools. They communicate this plan internally to ensure the team's commitment and externally to reassure non-English-speaking customers of their commitment to inclusivity.

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3 Train and empower your staff

Your customer service staff are the frontline representatives of your brand, and their interactions with your customers can make or break your brand image and loyalty. Therefore, you should invest in training and empowering your staff to deliver inclusive customer service, and create a culture of diversity and inclusion within your organization. You should provide your staff with the knowledge, skills, and tools to understand and respect the diversity of your customers, to communicate effectively and empathetically with them, to handle complaints and feedback constructively, and to adapt to different situations and scenarios. You should also reward and recognize your staff for their inclusive behavior, and encourage them to share their experiences and learn from each other.

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Kumar Manglam

Guiding brands to live their stories.
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Investing in staff training and empowerment is pivotal for inclusive customer service. One helpful strategy is ongoing diversity and inclusion workshops to enhance cultural competency. I completely agree that recognition and rewards for inclusive behavior can boost morale. It encourages staff to consistently prioritize inclusivity. For example, let's consider a hospitality industry case. A hotel chain trains its front desk staff in recognizing and accommodating various dietary restrictions to provide an inclusive dining experience. They reward employees who proactively suggest alternative menu options for guests with dietary preferences, fostering a culture of inclusion and enhancing guest satisfaction.

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4 Optimize your channels and platforms

Another way to ensure your customer service operations are inclusive is to optimize your channels and platforms to make them accessible, user-friendly, and responsive for all customers. You should offer multiple channels and platforms for your customers to reach you, such as phone, email, chat, social media, or self-service options, and ensure they are consistent and integrated with each other. You should also design your channels and platforms to follow the principles of universal design, which means they are easy to use, navigate, and understand for people with different abilities, languages, devices, or preferences. You should also test and update your channels and platforms regularly, and seek feedback from your customers on how to improve them.

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Kumar Manglam

Guiding brands to live their stories.
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Optimizing customer service channels and platforms is pivotal for inclusivity. One helpful approach is incorporating AI-driven chatbots with multilingual and accessibility features for seamless support. I wholeheartedly agree with the emphasis on consistent integration across channels. It ensures a unified customer experience. For instance, consider a global e-commerce giant. They employ AI-driven chatbots with real-time translation capabilities, making it effortless for customers around the world to seek assistance in their preferred language. By actively seeking customer feedback, they continually refine and enhance their platform's accessibility features, ensuring inclusivity for all.

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5 Engage with your customers and communities

Finally, you should engage with your customers and communities to build trust, rapport, and loyalty with them, and to demonstrate your commitment to inclusivity. You should listen to your customers and communities, and understand their needs, preferences, and expectations. You should also respond to their queries, feedback, and complaints promptly, professionally, and respectfully, and show appreciation and recognition for their loyalty and advocacy. You should also involve your customers and communities in your decision-making, innovation, and improvement processes, and co-create value with them. You should also showcase your inclusive customer service stories and achievements, and celebrate your customers and communities for their diversity and contributions.

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Kumar Manglam

Guiding brands to live their stories.
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Engaging with customers and communities is a crucial aspect of inclusive customer service. One helpful practice is hosting regular feedback sessions or advisory boards to ensure continuous alignment with customer needs. I agree with involving customers in decision-making and innovation. Their insights can be invaluable in shaping products and services to be more inclusive. For example, let's take a software company. They actively engage with user communities to understand accessibility challenges. By co-creating solutions, they not only improve inclusivity but also foster a sense of ownership among their diverse user base, ultimately strengthening customer loyalty.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How can you ensure customer service operations are inclusive for all customers?

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6

1 Assess your current state

2 Define your goals and action plan

3 Train and empower your staff

4 Optimize your channels and platforms

5 Engage with your customers and communities

6 Here’s what else to consider

Brand Management

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How can you ensure customer service operations are inclusive for all customers?

1

2

3

4

5

6

1 Assess your current state

2 Define your goals and action plan

3 Train and empower your staff

4 Optimize your channels and platforms

5 Engage with your customers and communities

6 Here’s what else to consider

Brand Management

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