{"id":4587,"date":"2021-09-17T13:22:56","date_gmt":"2021-09-17T17:22:56","guid":{"rendered":"https:\/\/thediversitymovement.com\/?p=4587"},"modified":"2023-12-12T14:36:59","modified_gmt":"2023-12-12T19:36:59","slug":"frontline-bias-cost-customers-how-to-address-it","status":"publish","type":"post","link":"https:\/\/thediversitymovement.com\/frontline-bias-cost-customers-how-to-address-it\/","title":{"rendered":"How Frontline Bias Can Cost You Customers, And How To Address It"},"content":{"rendered":"<p><button id=\"listenButton1\" class=\"responsivevoice-button\" type=\"button\" value=\"Play\" title=\"ResponsiveVoice Tap to Start\/Stop Speech\"><span>&#128266; Listen to this article<\/span><\/button>\n        <script>\n            listenButton1.onclick = function(){\n                if(responsiveVoice.isPlaying()){\n                    responsiveVoice.cancel();\n                }else{\n                    responsiveVoice.speak(\"This article was originally published on Forbes. \u201cYou know, we have a prosecco that\u2019s a little less expensive.\u201d My husband and I are entrepreneurs, and after several years of nonstop business-building, we decided to treat ourselves to a short vacation and some poolside downtime at a luxury hotel; finally, without a care in the world (at least for a few days). I often talk to my teammates about the importance of self-care, so I wanted to put my own advice into practice. Champagne felt like the perfect way to celebrate the moment. I ordered a carafe, but the server directed me to the budget prosecco options instead. While I appreciate recommendations from servers on best dishes and good wine selections, her tone was more of a sympathetic whisper. In that moment, I was reminded that no matter what I do, no matter what I\u2019ve accomplished, to some, I\u2019ll always be \u201cjust a Black girl.\u201d This champagne-to-prosecco narrative was also shared in the recent movie\u00a0Antebellum\u00a0but at an upscale restaurant. I remember exclaiming, \u201cThat happened to me!\u201d and then wondering how many times this or similar situations have occurred for underrepresented people everywhere. Of course, Gabourey Sidibe had a more impressive response than my furrowed brow and terse, \u201cThe champagne, please.\u201d I recall sitting quietly, sipping my bubbly beverage and contemplating if I would ever return to that hotel. (I haven\u2019t.) For businesses, these microaggressive moments, although seemingly minor or inconsequential at first glance, actually present a major issue. If your managers or executives are insulting your employees, what sort of workplace culture does that create? And, if your frontline employees are offending your customers, how much does that cost your organization? According to research, poor customer service costs companies\u00a0over $75 billion\u00a0each year. Racial narratives surrounding success and accomplishment persist throughout society. In many ways, we\u2019ve made progress: Black professionals are now\u00a0more educated than ever before\u00a0and many organizations are realizing their own\u00a0unconscious bias. Yet underrepresented individuals continue to face daily reminders of the assumptions people make about who we are and what we are capable of. These narratives don\u2019t keep us from succeeding, but they do make it a little bit harder. We must confront them and cope with them every day, just as I did at the hotel: assumed narratives about our socioeconomic status, level of education and much more. The fact of the matter is that we all carry unconscious biases that derive from larger narratives in our culture. If you haven\u2019t already seen it, P&G recently released a short commercial called \u201cWiden the Screen\u201d\u00a0that challenges the assumptions that we make about Black people in our society. Identity-related narratives within the workplace are no less pernicious. As a result of bias, Black professionals face significant barriers to upward mobility, lagging behind their white colleagues with regard to promotions,\u00a0managerial positions\u00a0and\u00a0pay equity. Why should we care about whether our biases lead to microaggressions, exclusion and reducing others to their racial identities? There are two reasons, really: First, we should all want to be better people. As human beings, our fate is inextricably connected, and we need each other\u2019s support and compassion to continue making progress as a society. It should come as no surprise that\u00a0empathy\u00a0is linked to innovation and creativity. And second, confronting unconscious biases to create a more inclusive workplace is simply good for business. Recent studies demonstrate that more equitable and just organizations unleash workplace excellence and profitability. For example: According to a study by Boston Consulting Group, diverse teams produce 19% more revenue. Companies with the most ethnically diverse boards are 33% more likely to outperform less-diverse companies in profitability. Teams that follow an inclusive process make decisions twice as fast with half as many meetings. While the S&P 500 saw a 35.5% decline in stock performance between 2007 and 2009, companies that were highly diverse and inclusive saw a 14.4% gain. As a certified diversity executive, I\u2019ve worked with many businesses to deconstruct false narratives about race and achievement. Here are my recommendations for doing your part to promote workplace equity and inclusion: Learn to recognize your biases. Be honest with yourself about what you may falsely assume of people from certain groups, and consider why you may have adopted these narratives. Don\u2019t be offended when you\u2019re challenged. If someone calls you out for contributing to a false racial narrative, welcome that as an opportunity to educate yourself. Unlearning our biases is an ongoing process. Learn more about the experience, resilience and contributions made by those who have been marginalized.\u00a0Underrepresented individuals have been transcending preimposed narratives about themselves for ages: Think of the\u00a0Black women mathematicians\u00a0who performed essential calculations during the Space Race. The more we recognize our own biases and pick out narratives as we are exposed to them in our daily lives, the more likely we are to inform ourselves of the truth \u2014 and change our behaviors. When we create a better place for our colleagues, employees and customers, we build confidence, trust and loyalty: all foundational to sustained success in the workplace and in our communities.\", \"US English Male\");\n                }\n            };\n        <\/script>\n     <\/br><br \/>\n<em>This article was originally published on <a href=\"https:\/\/www.forbes.com\/sites\/forbesbusinesscouncil\/2021\/09\/07\/how-frontline-bias-can-cost-you-customers-and-how-to-address-it\/?sh=10f69f306063\" target=\"_blank\" rel=\"noopener\">Forbes<\/a>.<\/em><\/p>\n<p>\u201cYou know, we have a prosecco that\u2019s a little less expensive.\u201d<\/p>\n<p>My husband and I are entrepreneurs, and after several years of nonstop business-building, we decided to treat ourselves to a short vacation and some poolside downtime at a luxury hotel; finally, without a care in the world (at least for a few days). I often talk to my teammates about the importance of self-care, so I wanted to put my own advice into practice.<\/p>\n<p>Champagne felt like the perfect way to celebrate the moment. I ordered a carafe, but the server directed me to the budget prosecco options instead. While I appreciate recommendations from servers on best dishes and good wine selections, her tone was more of a sympathetic whisper. In that moment, I was reminded that no matter what I do, no matter what I\u2019ve accomplished, to some, I\u2019ll always be \u201cjust a Black girl.\u201d<\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-8876 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png\" alt=\"TDM Library: your one-stop-shop for update, expert DEI Resources. Explore the platform with a free trial. Click here to learn more.\" width=\"1024\" height=\"341\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-1024x341.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-600x200.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-300x100.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A-768x256.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/04\/NEW-TDM-Library-Display-Ad_Large-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/341;\" \/><\/a><\/p>\n<p>This champagne-to-prosecco narrative was also shared in the recent movie\u00a0<em>Antebellum<\/em>\u00a0but at an upscale restaurant. I remember exclaiming, \u201cThat happened to me!\u201d and then wondering how many times this or similar situations have occurred for underrepresented people everywhere. Of course, Gabourey Sidibe had a more impressive response than my furrowed brow and terse, \u201cThe champagne, please.\u201d I recall sitting quietly, sipping my bubbly beverage and contemplating if I would ever return to that hotel. (I haven\u2019t.)<\/p>\n<p>For businesses, these microaggressive moments, although seemingly minor or inconsequential at first glance, actually present a major issue. If your managers or executives are insulting your employees, what sort of workplace culture does that create? And, if your frontline employees are offending your customers, how much does that cost your organization? According to research, poor customer service costs companies\u00a0<a class=\"color-link\" title=\"https:\/\/www.forbes.com\/sites\/shephyken\/2018\/05\/17\/businesses-lose-75-billion-due-to-poor-customer-service\/?sh=341b0e6216f9\" href=\"https:\/\/www.forbes.com\/sites\/shephyken\/2018\/05\/17\/businesses-lose-75-billion-due-to-poor-customer-service\/?sh=341b0e6216f9\" target=\"_blank\" rel=\"noopener\" data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/shephyken\/2018\/05\/17\/businesses-lose-75-billion-due-to-poor-customer-service\/?sh=341b0e6216f9\" aria-label=\"over $75 billion\">over $75 billion<\/a>\u00a0each year.<\/p>\n<p>Racial narratives surrounding success and accomplishment persist throughout society. In many ways, we\u2019ve made progress: Black professionals are now\u00a0<a class=\"color-link\" title=\"https:\/\/www.bls.gov\/opub\/ted\/2019\/rising-educational-attainment-among-blacks-or-african-americans-in-the-labor-force-1992-to-2018.htm\" href=\"https:\/\/www.bls.gov\/opub\/ted\/2019\/rising-educational-attainment-among-blacks-or-african-americans-in-the-labor-force-1992-to-2018.htm\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.bls.gov\/opub\/ted\/2019\/rising-educational-attainment-among-blacks-or-african-americans-in-the-labor-force-1992-to-2018.htm\" aria-label=\"more educated than ever before\">more educated than ever before<\/a>\u00a0and many organizations are realizing their own\u00a0<a class=\"color-link\" title=\"https:\/\/www.shrm.org\/hr-today\/news\/all-things-work\/pages\/racism-corporate-america.aspx\" href=\"https:\/\/www.shrm.org\/hr-today\/news\/all-things-work\/pages\/racism-corporate-america.aspx\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.shrm.org\/hr-today\/news\/all-things-work\/pages\/racism-corporate-america.aspx\" aria-label=\"unconscious bias\">unconscious bias<\/a>. Yet underrepresented individuals continue to face daily reminders of the assumptions people make about who we are and what we are capable of.<\/p>\n<p>These narratives don\u2019t keep us from succeeding, but they do make it a little bit harder. We must confront them and cope with them every day, just as I did at the hotel: assumed narratives about our socioeconomic status, level of education and much more.<\/p>\n<p>The fact of the matter is that we all carry unconscious biases that derive from larger narratives in our culture. If you haven\u2019t already seen it, P&amp;G recently released a short commercial called \u201c<a class=\"color-link\" title=\"https:\/\/youtu.be\/PUHop5i8-f4\" href=\"https:\/\/youtu.be\/PUHop5i8-f4\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/youtu.be\/PUHop5i8-f4\" aria-label=\"Widen the Screen\u201d\">Widen the Screen\u201d<\/a>\u00a0that challenges the assumptions that we make about Black people in our society.<\/p>\n<p>Identity-related narratives within the workplace are no less pernicious. As a result of bias, Black professionals face significant barriers to upward mobility, lagging behind their white colleagues with regard to promotions,\u00a0<a class=\"color-link\" title=\"https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/race-in-the-workplace-the-black-experience-in-the-us-private-sector\" href=\"https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/race-in-the-workplace-the-black-experience-in-the-us-private-sector\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.mckinsey.com\/featured-insights\/diversity-and-inclusion\/race-in-the-workplace-the-black-experience-in-the-us-private-sector\" aria-label=\"managerial positions\">managerial positions<\/a>\u00a0and\u00a0<a class=\"color-link\" title=\"https:\/\/www.shrm.org\/resourcesandtools\/hr-topics\/compensation\/pages\/racial-wage-gaps-persistence-poses-challenge.aspx\" href=\"https:\/\/www.shrm.org\/resourcesandtools\/hr-topics\/compensation\/pages\/racial-wage-gaps-persistence-poses-challenge.aspx\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.shrm.org\/resourcesandtools\/hr-topics\/compensation\/pages\/racial-wage-gaps-persistence-poses-challenge.aspx\" aria-label=\"pay equity\">pay equity<\/a>.<\/p>\n<p>Why should we care about whether our biases lead to microaggressions, exclusion and reducing others to their racial identities? There are two reasons, really: First, we should all want to be better people. As human beings, our fate is inextricably connected, and we need each other\u2019s support and compassion to continue making progress as a society. It should come as no surprise that\u00a0<a class=\"color-link\" title=\"https:\/\/www.forbes.com\/sites\/tracybrower\/2019\/01\/20\/want-more-innovative-solutions-start-with-empathy\/?sh=2300b0a72211\" href=\"https:\/\/www.forbes.com\/sites\/tracybrower\/2019\/01\/20\/want-more-innovative-solutions-start-with-empathy\/?sh=2300b0a72211\" target=\"_blank\" rel=\"noopener\" data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/tracybrower\/2019\/01\/20\/want-more-innovative-solutions-start-with-empathy\/?sh=2300b0a72211\" aria-label=\"empathy\">empathy<\/a>\u00a0is linked to innovation and creativity.<\/p>\n<p>And second, confronting unconscious biases to create a more inclusive workplace is simply good for business. Recent studies demonstrate that more equitable and just organizations unleash workplace excellence and profitability. For example:<\/p>\n<ul>\n<li>According to a study by Boston Consulting Group, diverse teams produce <a class=\"color-link\" title=\"https:\/\/www.bcg.com\/en-us\/publications\/2018\/how-diverse-leadership-teams-boost-innovation.aspx\" href=\"https:\/\/www.bcg.com\/en-us\/publications\/2018\/how-diverse-leadership-teams-boost-innovation.aspx\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.bcg.com\/en-us\/publications\/2018\/how-diverse-leadership-teams-boost-innovation.aspx\" aria-label=\"19% more revenue\">19% more revenue<\/a>.<\/li>\n<li>Companies with the most ethnically diverse boards are <a class=\"color-link\" title=\"https:\/\/www.mckinsey.com\/business-functions\/organization\/our-insights\/delivering-through-diversity\" href=\"https:\/\/www.mckinsey.com\/business-functions\/organization\/our-insights\/delivering-through-diversity\" target=\"_blank\" rel=\"nofollow noopener noreferrer\" data-ga-track=\"ExternalLink:https:\/\/www.mckinsey.com\/business-functions\/organization\/our-insights\/delivering-through-diversity\" aria-label=\"33% more likely to outperform\">33% more likely to outperform<\/a> less-diverse companies in profitability.<\/li>\n<li>Teams that follow an inclusive process make decisions twice as fast with <a class=\"color-link\" title=\"https:\/\/www.forbes.com\/sites\/forbescoachescouncil\/2019\/09\/09\/the-benefits-of-creating-a-diverse-workforce\/?sh=61c7683a140b\" href=\"https:\/\/www.forbes.com\/sites\/forbescoachescouncil\/2019\/09\/09\/the-benefits-of-creating-a-diverse-workforce\/?sh=61c7683a140b\" target=\"_blank\" rel=\"noopener\" data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/forbescoachescouncil\/2019\/09\/09\/the-benefits-of-creating-a-diverse-workforce\/?sh=61c7683a140b\" aria-label=\"half as many meetings\">half as many meetings<\/a>.<\/li>\n<li>While the S&amp;P 500 saw a 35.5% decline in stock performance between 2007 and 2009, companies that were highly diverse and inclusive saw a <a class=\"color-link\" title=\"https:\/\/www.forbes.com\/sites\/mursalhedayat\/2020\/06\/24\/diversity-in-the-workplace-is-now-more-critical-than-ever\/?sh=70fa534860aa\" href=\"https:\/\/www.forbes.com\/sites\/mursalhedayat\/2020\/06\/24\/diversity-in-the-workplace-is-now-more-critical-than-ever\/?sh=70fa534860aa\" target=\"_blank\" rel=\"noopener\" data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/mursalhedayat\/2020\/06\/24\/diversity-in-the-workplace-is-now-more-critical-than-ever\/?sh=70fa534860aa\" aria-label=\"14.4% gain\">14.4% gain<\/a>.<\/li>\n<\/ul>\n<p>As a certified diversity executive, I\u2019ve worked with many businesses to deconstruct false narratives about race and achievement. Here are my recommendations for doing your part to promote workplace equity and inclusion:<\/p>\n<ul>\n<li><strong>Learn to recognize your biases.<\/strong> Be honest with yourself about what you may falsely assume of people from certain groups, and consider why you may have adopted these narratives.<\/li>\n<li><strong>Don\u2019t be offended when you\u2019re challenged.<\/strong> If someone calls you out for contributing to a false racial narrative, welcome that as an opportunity to educate yourself. Unlearning our biases is an ongoing process.<\/li>\n<li><strong>Learn more about the experience, resilience and contributions made by those who have been marginalized.<\/strong>\u00a0Underrepresented individuals have been transcending preimposed narratives about themselves for ages: Think of the\u00a0<a class=\"color-link\" title=\"https:\/\/www.forbes.com\/sites\/jumokedada\/2020\/03\/25\/5-lessons-on-resilience-from-the-legacy-of-nasa-pioneer-katherine-johnson\/?sh=42723fad5dfd\" href=\"https:\/\/www.forbes.com\/sites\/jumokedada\/2020\/03\/25\/5-lessons-on-resilience-from-the-legacy-of-nasa-pioneer-katherine-johnson\/?sh=42723fad5dfd\" target=\"_blank\" rel=\"noopener\" data-ga-track=\"InternalLink:https:\/\/www.forbes.com\/sites\/jumokedada\/2020\/03\/25\/5-lessons-on-resilience-from-the-legacy-of-nasa-pioneer-katherine-johnson\/?sh=42723fad5dfd\" aria-label=\"Black women mathematicians\">Black women mathematicians<\/a>\u00a0who performed essential calculations during the Space Race.<\/li>\n<\/ul>\n<p>The more we recognize our own biases and pick out narratives as we are exposed to them in our daily lives, the more likely we are to inform ourselves of the truth \u2014 and change our behaviors. When we create a better place for our colleagues, employees and customers, we build confidence, trust and loyalty: all foundational to sustained success in the workplace and in our communities.<\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone size-large wp-image-8041 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png\" alt=\"Display ad for TDM Library. Text says &quot;Find more content like this in TDM Library. Start my free trial&quot;\" width=\"1024\" height=\"85\" data-srcset=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-1024x85.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-600x50.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-300x25.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A-768x64.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-A.png 1200w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/85;\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>This article was originally published on Forbes. \u201cYou know, we have a prosecco that\u2019s a little less expensive.\u201d My husband and I are entrepreneurs, and after several years of nonstop15<\/p>\n","protected":false},"author":2,"featured_media":4588,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[65,60,5],"tags":[69],"tdm_type":[92],"class_list":["post-4587","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-diversity-equity-and-inclusion-fundamentals","category-employee-experience-organizational-culture","category-blogs","tag-bias","tdm_type-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How Frontline Bias Can Cost You Customers, And How To Address It - The Diversity Movement<\/title>\n<meta name=\"description\" content=\"Are you unintentionally offending customers? 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