{"id":4907,"date":"2021-10-29T12:05:32","date_gmt":"2021-10-29T16:05:32","guid":{"rendered":"https:\/\/thediversitymovement.com\/?p=4907"},"modified":"2023-12-12T12:35:09","modified_gmt":"2023-12-12T17:35:09","slug":"frontline-workers-customers-cross-cultural-interaction-marketing-sales-success-failure","status":"publish","type":"post","link":"https:\/\/thediversitymovement.com\/frontline-workers-customers-cross-cultural-interaction-marketing-sales-success-failure\/","title":{"rendered":"Guest Blog: Your Frontline Workers &#038; Your Customers &#8211; A Cross-Cultural Interaction That Leads to Marketing &#038; Sales Success, or Failure"},"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(\"Picture this: Sasha is a 20-something Colombian woman who is looking for the perfect skincare products to match her needs. Naturally, in this day and age, Sasha is being bombarded with online marketing messages across her social media pages from beauty brands with inclusive, multicultural marketing strategies. Nonetheless, she decides to visit a retail store nearby her work location so she can explore her options in real life. At the entrance, she is greeted by a positive and energetic White, American woman named Dawn who greets her and offers to help. The conversation starts per usual retail worker\/customer interaction, as Sasha explains her requirement for a skincare product that matches her unique skincare needs. She also shares a little of her cultural background in a short story about how her mother and grandmother used to take care of their skin: how her grandmother would make sugar and honey face scrubs, then gently rub olive oil into her cheeks while she drifted off to sleep. After careful listening and observations, Dawn finds Sasha\u2019s experience intriguing. She asks more questions about Sasha\u2019s background and how\/if she found any challenges in purchasing the right skin care products in America. Sasha feels seen, heard, and valued by Dawn\u2019s investment in her story. She has developed a sense of comfort and belonging with a retail worker who, in fact, is a complete stranger from a totally different background than her own. After they exchange a few words and laughs, Dawn shows Sasha a couple of products, encourages her to try them, and asks her opinion on each. She takes mental notes along the way, and finally, she recommends a product that fits Sasha perfectly. Sasha checks out, thanks Dawn for her time, and they both depart with smiles on their faces, feeling satisfied and accomplished. There are many things we can learn from this brief story, but here\u2019s what we will touch on today: Online marketing messages today are more inclusive than ever to a wide variety of target audiences, yet customers typically still aren\u2019t making instant, online purchases.\u00a0 Sasha\u2019s search for a retail store and inquiring help from a frontline professional prove that customers and online shoppers still desire a personalized experience in order to make a decision on certain product purchases. As a frontline professional, Dawn\u2019s authentic interest in and understanding of Sasha\u2019s cultural background allowed her to be more approachable and flexible in assisting her customer to find the right product. As a customer, Sasha\u2019s experience with Dawn gave her a sense of comfort and belonging that eventually led her to make a purchase. This is the moment where brand loyalty was born, and so, it would not be a great leap to assume that Sasha will return to Dawn\u2019s store for repeated future purchases as well.\u00a0 The cross-cultural interaction between Dawn and Sasha is a prime example of how frontline culture and its inclusive strategies can lead to marketing and sales success for many brands within a world that is already full of inclusive imagery and multicultural messages.\u00a0 In light of this example, what can Marketing and PR directors and professionals learn from the cross-cultural experience between frontline professionals and customers? What are the benefits of investing financially in frontline worker marketing strategies, as opposed to online marketing messages? And why are culture and DEI-oriented education pathways important for frontline professionals in today\u2019s world? Despite the broad use and potency of online and digital marketing campaigns--especially for businesses without a brick-and-mortar storefront--a digital touchpoint can never beat\u00a0 the power of a retail associate and their ability to further the brand\u2019s reputation or boost the customer\u2019s in-store experience through knowledge about merchandise and inventory, according to a publication by Retail Dive.\u00a0 Below are three suggestions and practical steps that PR and Marketing practitioners should consider to establish marketing success through frontline professionals as a channel: 1) Hire Diverse Frontline Workers, and Establish Target Audience Understanding A brand that owns brick-and-mortar stores across the nation should always make sure its frontline workers come from multiple cultural backgrounds and have multicultural lived experiences. Today\u2019s in-store buying power comes from a variety of audiences, such as immigrants from different countries, first-generation Americans, and citizens of many different races, generations, gender identities, income levels, ethnicities, religions, and more. This strategy is geared towards inclusive hiring, diversity of perspective, understanding different markets in different locations, and hiring diverse frontline workers who understand your target market\u2019s needs. 2) Invest in Sustainable DEI Practices You may be familiar with marketing pioneer John Wanamaker\u2019s off-hand quote that \u201chalf the money I spend on advertising is wasted; the trouble is I don\\'t know which half!\\\" Instead of knowingly wasting half your budget, consider the money you can put into training your frontline workers even once a month through a workshop around cultural competency, unconscious bias, or inclusive language. Objective, external speakers are available both online and in-person to teach your frontline professionals the skills they need for active inclusion. Look for a workshop leader who can teach them exactly which questions to ask, what to say in uncomfortable moments, and how to mitigate unconscious bias. Also, consider conducting a sales report every few months from the moment you start these training sessions to see how much your in-store sales have increased or customer satisfaction has improved. Consistent data collection and analysis will give you a tactical, metric-based understanding of return-on-investment (ROI) and will help you understand the best way to keep moving forward. In other words, what\u2019s working, what\u2019s not, and where should you go from here? 3) Assign a Culture-Leader in Retail Stores The customer\/retail worker relationship can easily take a wrong turn if a frontline professional shows any sign of bias, prejudice, or stereotypical perception. For instance, in one example, the acclaimed musician SZA says she was racially profiled as a Black woman in a Sephora store in 2019. After she shared her story online, Sephora saw a quick and negative reaction from consumers, which impacted both their brand perception and sales figures. In order to avoid such potential behavior from your frontline team, inadvertently biased actions need to be called out, called in, and mitigated against.\u00a0 Hiring or appointing a designated culture-leader in the store can be a great strategy for impact. But remember, this person shouldn\u2019t act as your in-house bias police, lurking around each corner to point out exclusive behavior. Instead, they should behave as a model of inclusive leadership, ever patient and nonjudgmental, encouraging each individual employee to learn more about inclusive actions and keep learning how to do better. The best way to create in-store culture leaders is to train your current managers about inclusive leadership and tie inclusive actions directly to their performance reviews, bonuses, or promotions.\u00a0 All managers should be adept at inclusion, demonstrate high intercultural competency, and show a culturally-appreciative mentality, with enough lived experience to accept the responsibility of correcting and guiding their frontline peers when they witness non-inclusive behavior.. These people are your on-the-ground culture drivers, and their impact on frontline professionals and customers cannot be underestimated. Invest in their education and retention, and your \u201cwasted\u201d marketing money will go to much better use.\u00a0 In a nutshell, we highly encourage you, as marketing and PR professionals, to research effective DEI strategies and invest in inclusive leadership training for your frontline professionals and middle managers. Instead of simply assailing your market with online marketing messages and tracking pixels, consider how your marketing budget could be used to make the customer experience much more personal, powerful, and authentic. To join a conversation on DEI for frontline professionals, check out our webinar, Beyond the Conference Room: DEI for Frontline Professionals.\", \"US English Male\");\n                }\n            };\n        <\/script>\n     <\/br><br \/>\n<span style=\"font-weight: 400;\">Picture this: Sasha is a 20-something Colombian woman who is looking for the perfect skincare products to match her needs. Naturally, in this day and age, Sasha is being bombarded with online marketing messages across her social media pages from beauty brands with inclusive, multicultural marketing strategies. Nonetheless, she decides to visit a retail store nearby her work location so she can explore her options in real life.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">At the entrance, she is greeted by a positive and energetic White, American woman named Dawn who greets her and offers to help. The conversation starts per usual retail worker\/customer interaction, as Sasha explains her requirement for a skincare product that matches her unique skincare needs. She also shares a little of her cultural background in a short story about how her mother and grandmother used to take care of their skin: how her grandmother would make sugar and honey face scrubs, then gently rub olive oil into her cheeks while she drifted off to sleep.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After careful listening and observations, Dawn finds Sasha\u2019s experience intriguing. She asks more questions about Sasha\u2019s background and how\/if she found any challenges in purchasing the right skin care products in America. Sasha feels seen, heard, and valued by Dawn\u2019s investment in her story. She has developed a sense of comfort and belonging with a retail worker who, in fact, is a complete stranger from a totally different background than her own.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After they exchange a few words and laughs, Dawn shows Sasha a couple of products, encourages her to try them, and asks her opinion on each. She takes mental notes along the way, and finally, she recommends a product that fits Sasha perfectly. Sasha checks out, thanks Dawn for her time, and they both depart with smiles on their faces, feeling satisfied and accomplished.<\/span><\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone wp-image-8878 size-large lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/NEW-TDM-Library-Display-Ad_Large-C-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\/03\/NEW-TDM-Library-Display-Ad_Large-C-1024x341.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/NEW-TDM-Library-Display-Ad_Large-C-600x200.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/NEW-TDM-Library-Display-Ad_Large-C-300x100.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/NEW-TDM-Library-Display-Ad_Large-C-768x256.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/NEW-TDM-Library-Display-Ad_Large-C.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<h5>There are many things we can learn from this brief story, but here\u2019s what we will touch on today:<\/h5>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Online marketing messages today are more inclusive than ever to a wide variety of target audiences, yet customers typically still aren\u2019t making instant, online purchases.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sasha\u2019s search for a retail store and inquiring help from a frontline professional prove that customers and online shoppers still desire a personalized experience in order to make a decision on certain product purchases.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">As a frontline professional, Dawn\u2019s authentic interest in and understanding of Sasha\u2019s cultural background allowed her to be more approachable and flexible in assisting her customer to find the right product.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">As a customer, Sasha\u2019s experience with Dawn gave her a sense of comfort and belonging that eventually led her to make a purchase. This is the moment where brand loyalty was born, and so, it would not be a great leap to assume that Sasha will return to Dawn\u2019s store for repeated future purchases as well.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The cross-cultural interaction between Dawn and Sasha is a prime example of how frontline culture and its inclusive strategies can lead to marketing and sales success for many brands within a world that is already full of inclusive imagery and multicultural messages.\u00a0<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In light of this example, what can Marketing and PR directors and professionals learn from the cross-cultural experience between frontline professionals and customers? <\/span><b>What are the benefits of investing financially in frontline worker marketing strategies, as opposed to online marketing messages? <\/b><span style=\"font-weight: 400;\">And why are culture and DEI-oriented education pathways important for frontline professionals in today\u2019s world?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Despite the broad use and potency of online and digital marketing campaigns&#8211;especially for businesses without a brick-and-mortar storefront&#8211;a digital touchpoint can never beat\u00a0 the power of a retail associate and their ability to further the brand\u2019s reputation or boost the customer\u2019s in-store experience through knowledge about merchandise and inventory, according to a publication by <\/span><a href=\"https:\/\/www.retaildive.com\/news\/humans-in-retail-the-importance-of-store-associates-in-a-digital-age\/415416\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Retail Dive<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n<h5>Below are three suggestions and practical steps that PR and Marketing practitioners should consider to establish marketing success through frontline professionals as a channel:<\/h5>\n<p>&nbsp;<\/p>\n<h4>1) Hire Diverse Frontline Workers, and Establish Target Audience Understanding<\/h4>\n<p><span style=\"font-weight: 400;\">A brand that owns brick-and-mortar stores across the nation should always make sure its frontline workers come from multiple cultural backgrounds and have multicultural lived experiences. Today\u2019s in-store buying power comes from a variety of audiences, such as immigrants from different countries, first-generation Americans, and citizens of many different races, generations, gender identities, income levels, ethnicities, religions, and more. This strategy is geared towards inclusive hiring, diversity of perspective, understanding different markets in different locations, and hiring diverse frontline workers who understand your target market\u2019s needs.<\/span><\/p>\n<h4>2) Invest in Sustainable DEI Practices<\/h4>\n<p><span style=\"font-weight: 400;\">You may be familiar with marketing pioneer<\/span><a href=\"https:\/\/en.wikipedia.org\/wiki\/John_Wanamaker\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">John Wanamaker\u2019s<\/span><\/a><span style=\"font-weight: 400;\"> off-hand quote that \u201chalf the money I spend on advertising is wasted; the trouble is I don&#8217;t know which half!&#8221; Instead of knowingly wasting half your budget, consider the money you can put into training your frontline workers even once a month through a workshop around cultural competency, unconscious bias, or inclusive language. Objective, external speakers are available both online and in-person to teach your frontline professionals the skills they need for active inclusion. Look for a workshop leader who can teach them exactly which questions to ask, what to say in uncomfortable moments, and how to mitigate unconscious bias.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Also, consider conducting a sales report every few months from the moment you start these training sessions to see how much your in-store sales have increased or customer satisfaction has improved. Consistent data collection and analysis will give you a tactical, metric-based understanding of return-on-investment (ROI) and will help you understand the best way to keep moving forward. In other words, what\u2019s working, what\u2019s not, and where should you go from here?<\/span><\/p>\n<h4>3) Assign a Culture-Leader in Retail Stores<\/h4>\n<p><span style=\"font-weight: 400;\">The customer\/retail worker relationship can easily take a wrong turn if a frontline professional shows any sign of bias, prejudice, or stereotypical perception. For instance, in one example, the acclaimed musician SZA says she was<\/span><a href=\"https:\/\/www.theguardian.com\/commentisfree\/2019\/jun\/24\/shopping-while-black-yes-bias-against-black-customers-is-real\" target=\"_blank\" rel=\"noopener\"> <span style=\"font-weight: 400;\">racially profiled<\/span><\/a><span style=\"font-weight: 400;\"> as a Black woman in a Sephora store in 2019. After she shared her story online, Sephora saw a quick and negative reaction from consumers, which impacted both their brand perception and sales figures. In order to avoid such potential behavior from your frontline team, inadvertently biased actions need to be called out, called in, and mitigated against.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Hiring or appointing a designated culture-leader in the store can be a great strategy for impact. But remember, this person shouldn\u2019t act as your in-house bias police, lurking around each corner to point out exclusive behavior. Instead, they should behave as a model of inclusive leadership, ever patient and nonjudgmental, encouraging each individual employee to learn more about inclusive actions and keep learning how to do better. The best way to create in-store culture leaders is to train your current managers about inclusive leadership and tie inclusive actions directly to their performance reviews, bonuses, or promotions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All managers should be adept at inclusion, demonstrate high intercultural competency, and show a culturally-appreciative mentality, with enough lived experience to accept the responsibility of correcting and guiding their frontline peers when they witness non-inclusive behavior.. These people are your on-the-ground culture drivers, and their impact on frontline professionals and customers cannot be underestimated. Invest in their education and retention, and your \u201cwasted\u201d marketing money will go to much better use.\u00a0<\/span><\/p>\n<p><b><\/b><span style=\"font-weight: 400;\">In a nutshell, we highly encourage you, as marketing and PR professionals, to research effective DEI strategies and invest in inclusive leadership training for your frontline professionals and middle managers. Instead of simply assailing your market with online marketing messages and tracking pixels, consider how your marketing budget could be used to make the customer experience much more personal, powerful, and authentic.<\/span><\/p>\n<p>To join a conversation on DEI for frontline professionals, check out our webinar, <a href=\"https:\/\/landing.thediversitymovement.com\/dei-for-frontline-professionals\/\" target=\"_blank\" rel=\"noopener\"><em>Beyond the Conference Room: DEI for Frontline Professionals<\/em><\/a>.<\/p>\n<p><a href=\"https:\/\/thediversitymovement.com\/library\/%20\" target=\"_blank\" rel=\"noopener\"><img decoding=\"async\" class=\"alignnone size-large wp-image-8045 lazyload\" data-src=\"https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-C-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-C-1024x85.png 1024w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-C-600x50.png 600w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-C-300x25.png 300w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-C-768x64.png 768w, https:\/\/thediversitymovement.com\/wp-content\/uploads\/2023\/03\/TDM-Library-Footer-Ad-C.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>Picture this: Sasha is a 20-something Colombian woman who is looking for the perfect skincare products to match her needs. Naturally, in this day and age, Sasha is being bombarded15<\/p>\n","protected":false},"author":2,"featured_media":4911,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[57,5],"tags":[],"tdm_type":[92],"class_list":["post-4907","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-inclusive-marketing-sales","category-blogs","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>Guest Blog: Your Frontline Workers &amp; Your Customers - A Cross-Cultural Interaction That Leads to Marketing &amp; Sales Success, or Failure - The Diversity Movement<\/title>\n<meta name=\"description\" content=\"We&#039;re sharing practical steps that PR and Marketing practitioners should consider to establish marketing success through frontline professionals as a channel.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"http:\/\/live-diversitymovement.pantheonsite.io\/frontline-workers-customers-cross-cultural-interaction-marketing-sales-success-failure\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Guest Blog: Your Frontline Workers &amp; 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