Three things you can do right now to foster a more inclusive CXby
As we kick off Pride 2022, Stephan Thun discusses just how much organisations have to gain from being more diverse and inclusive in both their customer experiences and their employee experiences, as well as providing tips on how companies can begin incorporating these principles.
Diversity and inclusion initiatives have become front and centre for many organisations in recent years. It’s important for brands to create diverse and inclusive customer experiences (CX) and employee experiences (EX) - not ‘just’ because being more inclusive is the right thing to do, but also because organisations have a lot to gain from accommodating greater diversity in every experience they create.
Of course, an organisation stating diversity and inclusion goals is a good start, but how can brands like yours translate such goals into tangible Experience Improvement (XI) strategies and tactics that create more inclusive customer experiences? There are many, many opportunities here, but the most important thing to do is to just get started.
So, here are three quick thoughts you should apply right now to create more inclusive employee and customer experiences.
3 keys to creating more inclusive customer experiences
- Key #1: Don’t be afraid to make mistakes
- Key #2: Engage new and all audiences
- Key #3: Apply what you’ve learned
Key #1: Don’t be afraid to make mistakes
It’s understandable for organisations to be intimidated by the prospect of making mistakes while attempting to accommodate and include new audiences. Such mistakes can quickly become viral via social media, review sites, and other tools, creating headaches both for brands and the customers (or employees) at the heart of such events.
Though this worry is certainly a valid concern, it’s better to accept that mistakes might be made and press forward with your diversity and inclusion efforts than to allow timidity to outright impede either. These are the growing pains of becoming more inclusive with your customer and employee experiences, and facing them head-on will also give your team an opportunity to consider how best to handle such mistakes and learn from them.
Experience shows that both customers and employees accept that mistakes inevitably occur and are a result of activity. Being passive is not an option when trying to create more inclusive customer experiences. Overcome the fear of making mistakes and concentrate on a transparent and authentic way to deal with them when they occur.
Key #2: Engage all audiences
If you’re still concerned about how best to connect to audiences you haven’t consistently talked to before, this is the section for you. For many years now, the big idea behind CX and EX programs has been to simply gather as much feedback as possible from as many people as possible. However, before turning any listening posts on, you should sit down with your team and design (or reorient) your experience initiatives with your end goals in mind. You must ensure that you give all audiences you want to hear from the opportunity to provide feedback.
In this case, if your goal is to create more inclusive experiences, you should consider which audiences you need to reach out to and how to do so. This means doing some legwork to find out how those audiences communicate, what their preferences are, and bringing all of those insights to bear when meaningfully improving your experiences to accommodate diversity and inclusion.
Also, don’t forget: You need the right tool to collect feedback from all audiences as well as to disseminate that information to all members of your organisation. Make sure you are using accessibility tools like screen readers, larger font sizes, higher contrasts, etc.
Key #3: Apply what you’ve learned
You can and should apply the above mindset to any experience goal you have across the entirety of your business. Applying it here will give you the intelligence and landscape map you need to achieve Experience Improvement (XI) for new audiences.
However, intelligence and roadmaps are only half the battle; taking action is imperative to actually making your experiences more inclusive. The work is ceaseless and oftentimes difficult, but if your team is ready to continue making an effort, you can be assured that the audiences you need to reach will respond.
As you continue to take action on what those audiences tell you, you’ll be able to meaningfully transform your business and realise your goal of a more inclusive experience. Being more inclusive is an invaluable component of marketplace leadership, but it’s also what will set your organisation apart from your competitors in your customers’ eyes. The result is a mutually beneficial, meaningfully improved experience that will demonstrate to all your organisation’s commitment to diversity and inclusion as well as faster revenue growth and higher profitability.
This article adapted from a post that was originally published on the InMoment blog.