{"id":4961,"date":"2021-11-08T12:24:43","date_gmt":"2021-11-08T17:24:43","guid":{"rendered":"https:\/\/thediversitymovement.com\/?p=4961"},"modified":"2023-12-12T12:29:52","modified_gmt":"2023-12-12T17:29:52","slug":"dei-training-for-retail-frontline-triple-benefit","status":"publish","type":"post","link":"https:\/\/thediversitymovement.com\/dei-training-for-retail-frontline-triple-benefit\/","title":{"rendered":"DEI Training for the Retail Frontline: The Triple Benefit"},"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(\"In today\u2019s technology-fueled, hyper-competitive marketplace, customers wield an unprecedented power of choice. What differentiates one retailer or hospitality brand from the next? Why should a customer choose your brand the first time, and what will keep them coming back? As the world\u2019s most successful retailers know, delivering the best customer experience is key to winning customer loyalty. Your frontline professionals are the people who deliver that customer experience. Retail leaders can spend endless hours developing their brand image, but in daily reality, it\u2019s the interaction between frontline personnel and customers that defines a person\u2019s brand experience. As customer service expert Karl Albrecht puts it, the customer doesn\u2019t distinguish between the organization and the customer service representative; in the customer\u2019s eyes, whoever they are talking to is the company. That\u2019s why actionable, skill-based diversity, equity, and inclusion (DEI) training is essential for frontline retail professionals. Every dollar you invest in DEI training for your frontline team will deliver a triple benefit \u2013 to your employees, to your customers, and to your bottom line. Let\u2019s see why. DEI Training Delivers Fundamental Frontline Skills The business case for investing in frontline training is clear: training employees empowers them to do their jobs well. It leads to increased productivity, greater retention, and higher job satisfaction. Yet a recent survey by Axonify found that 31% of frontline retail workers say they do not receive any formal workplace training, and even when they do, 27% say the training they received was ineffective and not engaging.\u00a0 A recent survey from technology company YOOBIC confirmed that lack of training is a top barrier to frontline workers\\' on-the-job success. 40 percent of the world\\'s 2.7 billion frontline workers receive training once a year or less. As a retailer, when you invest in training your frontline personnel, it makes them feel recognized, valued, and empowered to do great work. In short, it pays to recognize the value of quality training.But why invest in DEI training in particular?\u00a0 DEI training gets right to the heart of what frontline retail professionals need to deliver great customer service: the action-based skills to meet every customer where they are. Top quality service requires showing concern for the customer as a person. DEI training helps frontline professionals recognize and eliminate unconscious biases that can make many customer relationships non-starters.\u00a0 Without DEI training, your customer-facing employees may project attitudes and behaviors that drive customers away, whether they do so consciously or unconsciously, intentionally or unintentionally. First impressions make all the difference. If your frontline professionals\u2019 unconscious biases result in customers being treated with apathy, condescension, given the brush off or the runaround, they won\u2019t be satisfied, and they won\u2019t be back.\u00a0 The Airline Industry: A Prime Example A prime example of the need for DEI training is the airline industry. Frontline professionals in the airline industry work under some of the most challenging circumstances imaginable. Airline staff interact with passengers at the terminal and on the aircraft for hours at a time. Passengers are often tired, jet lagged, hungry, dehydrated, time-crunched, anxious, and sometimes fearful.\u00a0 The passenger population represents the gamut of the general public \u2013 all ages, races, ethnicities, and backgrounds. They are from every country and speak every language in the world. They have visible and invisible conditions that may make air travel challenging. Their attire may range from three-piece suits, to tank tops and shorts, to pajamas. On top of all this, the pandemic brought with it a range of additional challenges. Mask and\/or vaccine mandates have caused some passengers to become unruly or even violent. Many airline personnel are feeling overscheduled, exhausted, and even scared.\u00a0 How can frontline professionals and customer service personnel in the airline industry -- or any other retail environment -- avoid making assumptions about customers and provide top quality service to every one of these diverse individuals?\u00a0\u00a0 In the early 1980s, British Airways was so infamous for poor customer service that one well-worn joke was that B.A. stood for \\'\\'bloody awful.\\'\\' So, they did a survey to determine what passengers wanted. The four top factors included care and concern, skill in handling complex logistics, a customer service approach that allowed personnel the flexibility to address one-off problems, and when things go wrong, the ability to set things right. All these attributes make perfect sense. But, before frontline professionals can deliver on any of the four, first they need to connect with each customer as an individual. DEI training provides frontline retail professionals with interpersonal skills that help ensure all customers feel welcomed, appreciated, validated, and engaged. It teaches techniques that will help your customer service reps diffuse difficult situations with professionalism, patience, and a people-first attitude. Both your frontline workers and your customers benefit as a result. The Bottom Line: Productivity & Retention When frontline professionals are adequately trained, they can do better work. They also tend to stay more loyal, thereby reducing the high cost of employee turnover. As of 2020, the average turnover rate in the retail industry was slightly above 60%, according to the National Retail Federation. And according to Human Resources Today, this high turnover rate translates into more than 230 million days of lost productivity and $19 billion in costs associated with recruiting, hiring and training.\u00a0 If you\u2019ve been thinking that DEI training is just a current business fad or an optional extra for frontline professionals, then think again. It can be a great tool for retaining employees. And the top-quality service they deliver will help retain your customers too. It\u2019s Time to Invest in Your Brand Ambassadors If you\u2019re a retailer that embraces the values of diversity, equity, and inclusion, remember it\u2019s your frontline professionals who must convey these values in every single customer interaction. These are your brand ambassadors.\u00a0 Investing in DEI training will benefit them, your customers, and your bottom line. As Karl Albrecht and Ron Zemke write in their landmark book Service America!, \u201cIf you\u2019re not serving the customer, you\u2019d better be serving someone who is.\u201d One great way that retail leaders can do just that is by providing DEI training to their frontline professionals.\u00a0 For 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;\">In today\u2019s technology-fueled, hyper-competitive marketplace, customers wield an unprecedented power of choice. What differentiates one retailer or hospitality brand from the next? Why should a customer choose your brand the first time, and what will keep them coming back? As the world\u2019s most successful retailers know, delivering the best customer experience is key to winning customer loyalty.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Your frontline professionals are the people who deliver that customer experience. Retail leaders can spend endless hours developing their brand image, but in daily reality, it\u2019s the interaction between frontline personnel and customers that defines a person\u2019s brand experience. As customer service expert Karl Albrecht puts it, <\/span><a href=\"https:\/\/bakercommunications.com\/blog\/the-7-deadly-sins-of-customer-service\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the customer doesn\u2019t distinguish between the organization and the customer service representative<\/span><\/a><span style=\"font-weight: 400;\">; in the customer\u2019s eyes, whoever they are talking to <\/span><span style=\"font-weight: 400;\">is<\/span><span style=\"font-weight: 400;\"> the company.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s why actionable, skill-based diversity, equity, and inclusion (DEI) training is essential for frontline retail professionals. Every dollar you invest in DEI training for your frontline team will deliver a triple benefit \u2013 to your employees, to your customers, and to your bottom line. Let\u2019s see why.<\/span><\/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<h3>DEI Training Delivers Fundamental Frontline Skills<\/h3>\n<p><span style=\"font-weight: 400;\">The business case for investing in frontline training is clear: training employees empowers them to do their jobs well. It leads to increased productivity, greater retention, and higher job satisfaction. Yet a recent survey by Axonify found that <\/span><a href=\"https:\/\/www.retailwire.com\/discussion\/retailers-falling-short-at-training-frontline-workers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">31% of frontline retail workers say they do not receive any formal workplace training, <\/span><\/a><span style=\"font-weight: 400;\">and even when they do, 27% say the training they received was ineffective and not engaging.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A recent survey from technology company YOOBIC confirmed that lack of training is a top barrier to frontline workers&#8217; on-the-job success.<\/span><a href=\"https:\/\/www.td.org\/magazines\/td-magazine\/wheres-the-training-frontline-workers-ask\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> 40 percent of the world&#8217;s 2.7 billion frontline workers receive training once a year or less.<\/span><\/a><span style=\"font-weight: 400;\"> As a retailer, when you invest in training your frontline personnel, it makes them feel recognized, valued, and empowered to do great work. In short, it pays to recognize the value of quality training.But why invest in DEI training in particular?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">DEI training gets right to the heart of what frontline retail professionals need to deliver great customer service: <\/span><a href=\"https:\/\/www.wraltechwire.com\/2021\/10\/27\/inclusive-leadership-in-action-how-to-lead-meetings-give-feedback-and-more\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">the action-based skills to meet every customer where they are<\/span><\/a><span style=\"font-weight: 400;\">. Top quality service requires showing concern for the customer as a person. DEI training helps frontline professionals recognize and eliminate unconscious biases that can make many customer relationships non-starters.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Without DEI training, your customer-facing employees may project attitudes and behaviors that drive customers away, whether they do so consciously or unconsciously, intentionally or unintentionally. <\/span><a href=\"https:\/\/thediversitymovement.com\/frontline-bias-cost-customers-how-to-address-it\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">First impressions make all the difference.<\/span><\/a><span style=\"font-weight: 400;\"> If your frontline professionals\u2019 unconscious biases result in customers being treated with apathy, condescension, given the brush off or the runaround, they won\u2019t be satisfied, and they won\u2019t be back.\u00a0<\/span><\/p>\n<h3>The Airline Industry: A Prime Example<\/h3>\n<p><span style=\"font-weight: 400;\">A prime example of the need for DEI training is the airline industry. Frontline professionals in the airline industry work under some of the most challenging circumstances imaginable. Airline staff interact with passengers at the terminal and on the aircraft for hours at a time. Passengers are often tired, jet lagged, hungry, dehydrated, time-crunched, anxious, and sometimes fearful.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The passenger population represents the gamut of the general public \u2013 all ages, races, ethnicities, and backgrounds. They are from every country and speak every language in the world. They have visible and invisible conditions that may make air travel challenging. Their attire may range from three-piece suits, to tank tops and shorts, to pajamas. On top of all this, the pandemic brought with it a range of additional challenges. <\/span><a href=\"https:\/\/www.washingtonpost.com\/travel\/2021\/06\/11\/flights-mask-incidents-faa-fines\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Mask and\/or vaccine mandates have caused some passengers to become unruly or even violent. <\/span><\/a><span style=\"font-weight: 400;\">Many airline personnel are feeling overscheduled, exhausted, and even scared.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How can frontline professionals and customer service personnel in the airline industry &#8212; or any other retail environment &#8212; avoid making assumptions about customers and provide top quality service to every one of these diverse individuals?\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In the early 1980s, British Airways was so infamous for poor customer service that one well-worn joke was that B.A. stood for &#8221;bloody awful.&#8221; So, they did a survey to determine what passengers wanted. The four top factors included care and concern, skill in handling complex logistics, a customer service approach that allowed personnel the flexibility to address one-off problems, and when things go wrong, the ability to set things right. All these attributes make perfect sense. But, <\/span><span style=\"font-weight: 400;\">before<\/span><span style=\"font-weight: 400;\"> frontline professionals can deliver on any of the four, first they need to connect with each customer <\/span><span style=\"font-weight: 400;\">as an individual<\/span><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">DEI training provides frontline retail professionals with interpersonal skills that help ensure all customers feel welcomed, appreciated, validated, and engaged. It teaches techniques that will help your customer service reps diffuse difficult situations with professionalism, patience, and a people-first attitude. Both your frontline workers and your customers benefit as a result.<\/span><\/p>\n<h3>The Bottom Line: Productivity &amp; Retention<\/h3>\n<p><span style=\"font-weight: 400;\">When frontline professionals are adequately trained, they can do better work. They also tend to stay more loyal, thereby reducing the high cost of employee turnover. As of 2020, the<\/span><a href=\"https:\/\/www.dailypay.com\/blog\/employee-turnover-rates-in-retail\/#:~:text=The%20average%20turnover%20rate%20in,according%20to%20Human%20Resources%20Today.\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\"> average turnover rate in the retail industry was slightly above 60%,<\/span><\/a><span style=\"font-weight: 400;\"> according to the National Retail Federation. And according to Human Resources Today, this high turnover rate translates into <\/span><a href=\"https:\/\/www.paycor.com\/resource-center\/guides-white-papers\/the-turnover-crisis-in-retail-an-action-plan-for-owners-and-operators\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">more than 230 million days of lost productivity <\/span><\/a><span style=\"font-weight: 400;\">and $19 billion in costs associated with recruiting, hiring and training.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you\u2019ve been thinking that DEI training is just a current business fad or an optional extra for frontline professionals, then think again. It can be a great tool for retaining employees. And the top-quality service they deliver will help retain your customers too.<\/span><\/p>\n<h3>It\u2019s Time to Invest in Your Brand Ambassadors<\/h3>\n<p><span style=\"font-weight: 400;\">If you\u2019re a retailer that embraces the values of diversity, equity, and inclusion, remember it\u2019s your frontline professionals who must convey these values in every single customer interaction. These are your brand ambassadors.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Investing in DEI training will benefit them, your customers, and your bottom line. As Karl Albrecht and Ron Zemke write in their landmark book <\/span><a href=\"https:\/\/www.amazon.com\/Service-America-Economy-Karl-Albrecht\/dp\/0071377220\/ref=sr_1_1?dchild=1&amp;keywords=albrecht+zemke+Service+America%21&amp;qid=1635439827&amp;sr=8-1\" target=\"_blank\" rel=\"noopener\"><i><span style=\"font-weight: 400;\">Service America!<\/span><\/i><span style=\"font-weight: 400;\">, <\/span><\/a><span style=\"font-weight: 400;\">\u201cIf you\u2019re not serving the customer, you\u2019d better be serving someone who is.\u201d One great way that retail leaders can do just that is by providing DEI training to their frontline professionals.\u00a0<\/span><\/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<p>For 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","protected":false},"excerpt":{"rendered":"<p>In today\u2019s technology-fueled, hyper-competitive marketplace, customers wield an unprecedented power of choice. What differentiates one retailer or hospitality brand from the next? Why should a customer choose your brand the15<\/p>\n","protected":false},"author":2,"featured_media":4962,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[65,60,57,58,5],"tags":[87],"tdm_type":[92],"class_list":["post-4961","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-diversity-equity-and-inclusion-fundamentals","category-employee-experience-organizational-culture","category-inclusive-marketing-sales","category-trends-industry-insights","category-blogs","tag-business-case-for-diversity","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>DEI Training for the Retail Frontline: The Triple Benefit - The Diversity Movement<\/title>\n<meta name=\"description\" content=\"Every dollar you invest in DEI training for your 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