Diversity and Inclusion in Customer Services

Under the Consumer Duty, firms need to consider how their products and services can affect outcomes for different groups of customers. Your customers are members of a diverse society who have varying needs and attributes. Sometimes these differences in characteristics can lead to certain groups being disadvantaged or treated differently.

When working with customers, you should be aware of behavioural biases, protected characteristics, and characteristics of vulnerability. These attributes may affect the customer’s experience, customer’s understanding of a product or service, or the value they receive from the product or service.

The Equality Act 2010 legally protects people from discrimination and harassment in society, including through customer services. It establishes nine protected characteristics:

• Age
• Disability
• Gender reassignment
• Marriage and civil partnership
• Pregnancy and Maternity
• Race
• Religion or belief
• Sex
• Sexual orientation

We all possess some of these protected characteristics. Understanding the issues surrounding these characteristics can help you communicate more effectively and confidently with your customers. This includes:

Embracing difference

Difference is what gives us our uniqueness and our identity; no two people are exactly the same. There is always an opportunity to learn from people of different backgrounds and experiences.

Demonstrating empathy

Empathy allows us to connect with other humans, a component that is essential in customer service. It can make the customer feel at ease and more likely to reach out for support to discuss any issues they are facing.

Endeavouring to understand first; and respond second

Understanding a customer’s needs can make them feel heard and valued. This can strengthen the trust between you and your customers.

Calling out bad behaviours in others

Staying silent when witnessing inappropriate behaviours only enables the perpetrator. Sometimes people may not realise that their actions are causing harm until they are called out on it.

Recognising appropriate means of communication

Every customer will have different preferences on how they wish to communicate, whether it be by phone, email or video call. Some communication methods may be easy to use for some, but difficult for others.

Failure to recognise the diverse needs of certain groups can lead to customers receiving poor outcomes and feeling that they are unable to pursue their financial objectives. You must consider that some people may have characteristics of vulnerability, making them more susceptible to harm.

Having a diverse and inclusive culture in the workplace can improve communication skills, reduce groupthink, and generate more effective ideas based on different perspectives and experiences.

Overall, demonstrating the diversity of thought and inclusive behavioural practices will help to deliver better outcomes for your customers.

If you are a Development Zone user, you can find a range of courses on diversity and inclusion in the course catalogue. For those not currently using the system, you can find out more and request a free 14-day trial here: https://mydevelopment.zone/#getStarted.