Customer Service in a Multi-Ethnic Society - Management Class by wuzhenguang


									Customer Service in a
Multi-Ethnic Society

 An InFoPeople Workshop
 Winter-Spring 2002

 Instructor: Nancy Kelly

   n   Understand how multi-ethnicity
       relates to customer service
   n   Recognize bottom-line impact
   n   Encourage sensitivity
   n   Essentials of good service
   n   Personal awareness
   n   Present Challenges
   n   Communication skills
Exercise #1

You make the
Let’s hear from you...

n   What do you want to gain from this
n   What are your concerns?
n   What topics are you most
    interested in that you would like to
    focus on today?
Importance of Customer
Service in a Multi-Ethnic
     n   Satisfied customer
         u   remain loyal
         u   encourage new business
     n   Dissatisfied customer may have a
         negative impact
     n   Customer determines if good
         service is provided
Changing Customer Base

       n   Shifting demographics
       n   Immigration from more different
           countries than before
       n   New languages & cultural values
       n   People lump groups together
Why is delivering
outstanding multi-ethnic
customer service important?
     n   20 million Americans primary language is
         not English
     n   Ethnic dishes now comprise 30% of
         restaurant entrees
     n   According to United States Travel and
         u   45.5 million tourists annually
         u   $77,000,000,000 (seventy-seven billion)
     n   By 2040, U.S. population will exceed 355
         million, 14% foreign born
Consider These Differences
       n   Customer expectations culturally
       n   Communication style differences
       n   Protocol and courtesy
       n   Customs, religious needs, holidays
Ground Rules

     n Listen  while others are talking
     n Encourage candor, open
     n Everyone’s view is equally valued
        u no right or wrong answers

        u group does not have to reach
     n There are no stupid questions
   Exercise #2

Icebreaker: Identity
Names Are Important

    n   Often is the first thing we hear

    n   Err on the side of formality

    n   Avoid assuming others want to be
        greeted/treated just like we would
    Exercise #3

Customer Relations:
 The Good and Bad
WORST Behavior
   n   Ignored me
   n   Continued personal conversation
   n   Treated me rudely
   n   Ignored my complaint
   n   Continued to mispronounce my
BEST Behavior
  n   Made me feel important
  n   Spent time helping me
  n   Smiled at me
  n   Used my name
  n   Asked if I needed more help
Culture is…
   n   The total way of life of a particular
       group of people:
       u   think, feel, say, do and make
   n   Written and unwritten, verbal and
       non-verbal rules people live by
   n   Variation among group members
   n   Defines our common sense and
       acceptable behavior
  Exercise #4

Comparisons of
Cultural Patterns
US Customer Service Norms
    n   Use of first name is friendly
    n   Customer is free to browse & not buy
    n   Appropriate -point out customer &/or
        provider mistake for correction
    n   Customer and Provider are equal
    n   Customers appreciate informality (self-
    n   Provider - smile, make friendly talk
    n   Customers served on a first-come, first-
        served basis
Norms Outside the USA

     n   Use of first name is disrespectful
     n   Customer knows purchase, provider gets
     n   Inappropriate to point out a mistake
         made by provider or customer
     n   C&P-different social class, treat as such
     n   Rules of who should speak to whom
         based on age, gender and hierarchy
     n   Customer appreciates formality
     n   Providers should be reserved and
         respectful to the customer
Cultural Differences

  n   Customers expectations are
      culturally based
  n   Can be a barrier between us, and
      our customers
  n   Even if you make a mistake,
      people will appreciate your efforts

“Judgment of a group
without regard for the
Stereotypical Statements,
Behaviors and Thoughts
      n   To describe individual by their group
      n   Consider individuals exceptions to the
          rule if they don’t fit the stereotype
      n   Label or judge behavior rather than
          seeking to understand it
      n   Expect an individual to be a “token” or
          spokesperson for everyone in the group
How do Stereotypes Affect
Customer Service?
    n   Don’t allow room for individuality of the
    n   Harmful to the holder because they often
        distort information
    n   May act on stereotypes in the
        subconscious level without knowing it
    n   Different behavior doesn't mean deficient
  Exercise #5
Multiethnic Bingo
BINGO Answers
n   Chitlings are part of a pig
n   Yonsei is a fourth generation Japanese
n   Chinese New Year is usually celebrated in
n   Mexican Independence Day is Sept. 16th
n   Kiva is a sacred, ceremonial structure used
    by the Pueblos
n   Orale is an expression equivalent to “Cool”
Let’s talk Multi-Ethnic BINGO
  n   What strategies did you use?
  n   Did you get misplaced? How did you
  n   Categories you hesitated about &
What Good Are Stereotypes?

      n   Makes people feel more confident when
          in multi-ethnic situations
      n   Often people may need to “prove they’re
      n   Stereotype sources:
          u   home, peer group, school, work, mass
              media, socioeconomic background,
              culture, gender and race
  Exercise #6

Multiple Modes of
Multiple Modes of Communicating

     n   Do Not share the rules with anyone

     n   Pair up, preferably with people you
         don’t know
         u   A’s and B’s
         u   C’s and D’s

     n   Find out 2 new things about your
Multiple Modes Debriefing

     n   Read group instruction aloud
     n   How did you interpret the behavior
         of your partner during the
     n   Do the characteristics of each
         group remind you of a specific
         ethnic group?
   Exercise #7

Observer Feedback
Exercise #8

Action Plan
An Effective Multi-Ethnic
Customer Service Person:
       n   Explores customer cultural
           u   Modifies language for non-native
       n   Tries to look at situations from
           other cultural perspectives
       n   Monitors own assumptions &
       n   Show’s respect for other’s culture
Evaluation Form

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