Diversity and Inclusion in Contact Centres, CX, and Beyond

Discover how contact centres and CX teams can step their diversity and inclusion plans up a notch

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Diversity and Inclusion in Contact Centres, CX, and Beyond
Contact CentreInsights

Published: September 14, 2022

Charlie Mitchell

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.

Yet, diversity and inclusion in CX are about more than sticking to the laws. Get it right, and companies can increase customer retention and acquisition.

For instance, by developing experiences tailored to the needs of disabled consumers, UK companies can capture a chunk of the £274 billion spending power this demographic offers per year.

But, how can CX teams begin to reap these rewards? Richard Gregory, Senior Account Director at Odigo, suggests businesses bring customers closer to the CX design process. He states:

Research, develop, and test CX initiatives with diverse customer groups. Do this from the start, and brands may avoid costly mistakes that negatively impact their reputation.

Thereafter, businesses can maintain communication with these customers, opening up a flow of feedback that ensures the CX team keeps its finger on the pulse and continuously adjusts processes for a more inclusive experience.

Finally, CX teams can help build a broader diversity and inclusion group that expands beyond the boundaries of various departments. Learning from this, they may apply new thinking to CX management.

Diversity and Inclusion Beyond the Workplace

Diversity and inclusion are woven into the fabric of many forward-thinking businesses, which sometimes create social responsibility policies and pledges.

Many include commitments to environmental causes, alongside support, sponsorship, and contributions to charity programmes that champion diversity and inclusion.

Odigo is a prime example of this. The prominent CCaaS vendor has teamed up with NGOs like l’Association des Donneurs de Voix (ADV), which records and distributes free audiobooks to people with visual, motor or other disabilities.

Its team also participates in Engagement Days, offering their skills to charitable organizations. Often this includes leading workshops to share specialist knowledge, but it also involves chipping in with voluntary hard graft.

Yet, perhaps most interestingly, from a diversity and inclusion perspective, the vendor includes organizations like the British Royal National Institute of Blind People (RNIB) in the design process of its solutions. As such, its technology portfolio aligns with the needs of all employees.

Discover more about all of Odigo’s “Corporate Social Responsibility” projects by visiting: www.odigo.com/about-us/

 

CCaaS

Brands mentioned in this article.

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