One of the worst customer service experiences is to be stereotyped. Whether it’s from an employee or just the general culture of the business, no-one wants the feeling of being discriminated against because of the way they look or act.
Yet it still happens in almost every sector of business. The words used, the tone, the level of service offered may change depending on who you are, or how you look.
In the book 101 Ways to Improve Customer Service (Wiley, 2007) Lorraine L. Ukens says stereotypes are often applied to connect certain characteristics or abilities to people. Ukens adds that these individual perceptions are based on personal opinions and value systems, and can influence interactions with others, whether consciously or unconsciously.
The stereotypes we portray are really formed by our personal beliefs and experiences. This is how most of us view the world. This world, however, is changing and it is important that customer service changes with it. The world today is not only more diverse but has largely accepted and even welcomed diversity. So too should businesses, especially those that are customer centric, train their staff to recognize and approach diversity with professionalism.
Create service standards. The standard of service should be the same for all customers, regardless of their background, appearance, sexual orientation or colour of their skin.
Show respect to everyone. You don’t know their story and they don’t know yours. Don’t allow stereotyping to rob you of potential customers.
Stay professional. Regardless of the type of business, there should be a certain level of professionalism that goes with the job. Keep your personal feelings outside of interactions with the customer.
Conclusion. Customers should feel assured that they will always get the same level of service from all of your employees, all the time, every time.