In recent years, Quaker Oats retired its Aunt Jemima brand, and the Washington Redskins finally bowed down to public pressure and changed its name.
News stories like these are increasingly at the forefront of today’s news, as more people challenge rituals and visual prompts that seemingly perpetuate prejudice.
In doing so, people strive towards a more diverse and inclusive culture. By supporting this effort, businesses can do what is right.
However, building a business case for precisely that is tricky. Luckily, studies have linked diversity and inclusion to improved employee engagement, customer acquisition, and brand reputation.
In HR and advertising, many understand these benefits. However, the conversation is sometimes limited in contact centres, while there is little knowledge around how it applies to CX.
To help turn the tide, here is how contact centres, CX teams, and the broader business can champion diversity and inclusion, capturing all the associated benefits.
Diversity and Inclusion in the Contact Centre
Often filled with young, vibrant employees who work well together, many may question whether they need to do more in the name of diversity and inclusion exists.
Yet, for Martin Teasdale, Host of the Get Out of Wrap Podcast, it is critical not to overlook the topic. Speaking to Odigo, he said:
One of the reasons I loved contact centres was diversity. They always felt very equitable, inclusive places. But I think that blinded me a little bit to the lived experiences of people who, unlike me - a white, middle-aged male - had very different experiences to either get to the same position I'm in or not get it.
As a first step towards a level playing field, many choose to write a statement of intent. This is sometimes included in job adverts to entice young, socially-conscious people eager to work for a business with principles.
However, contact centres must back up the statement with specifics outlined in a dedicated plan. Such a plan may include celebrations of significant events in the calendar of underrepresented minorities, social media campaigns, and charity support initiatives.
Some contact centres also set time aside for team members to lead contact centre-wide initiatives, supporting causes such as LGBTQ+ and Black Lives Matter. These employees may also reach out to the broader business to increase the scope of their activities and truly make a difference.
Finally, whatever is in the plan, make it a critical fixture of induction training. Doing so will help bake diversity and inclusion into the contact centre ethos.
Diversity and Inclusion in CX
In 2016, a blind man – Guillermo Robles – sued Dominos after being unable to order food from its website using screen reading technology. Citing the Americans with Disabilities Act (ADA), which prohibits discrimination against disabled people, Robles won.
Fast forward five years and U.S. website accessibility lawsuits are reaching record levels. Indeed, in 2021, 2,895 people filed such cases, up from 814 in 2017.