Racism Shapes Customer Service

An excerpt from the NY Times -

Beyond Starbucks: How Racism Shapes Customer Service
By Alexandra C. Feldberg and Tami Kim

While well-designed racial bias training is certainly a positive step forward and an important public statement, research on the long-term effectiveness of such training is mixed at best. Instead of relying primarily on trainings to remedy bias, if they truly want to transform the way they serve customers, companies need to make structural changes. For instance, they should standardize scripts and provide employees with specific protocols for managing these situations. Such efforts can institutionalize norms of behavior for employees when they interact with customers.

But even before putting new processes in place for employees to follow, companies must systematically assess the current state of their customer service. We encourage businesses to begin by conducting internal audit studies of customer service. Many of the service behaviors we discussed are subtle. To detect bias in these behaviors requires quantifying different aspects of customer service and comparing treatment quality across a range of customers. After all, a store manager may conclude that an employee is doing a great job upon hearing him say “Have a great day!” to an Asian customer but not recognize that the same employee says “Have a great day! You should come back and try our new blonde cappuccino, with soy!” to a white customer. It is only after identifying these disparities that companies can develop targeted interventions to combat biases.

https://www.nytimes.com/2018/04/20/opinion/starbucks-racism-customer-service.html?smprod=nytcore-ipad&smid=nytcore-ipad-share