Representation of the LGBTQ+ community in marketing has progressed significantly in recent years, with brands showcasing their support through bold advertisements and campaigns. Although meaningful strides have been made, there remains work to be done in creating inclusive experiences, in areas like customer care.
Customer care is an area where brand representatives (employees) are in continuous communication with brand audiences (customers), some of whom, like me, are part of the community. During these frequent interactions, biased statements and microaggressions can unintentionally occur, highlighting a need for appropriate training and education. Brands that get this right and showcase a commitment beyond the symbolic gestures demonstrated during Pride month will catapult themselves into the hearts, minds and wallets of the community.
In a time where competition is fierce and consumer choice is abundant, brands must integrate allyship into their broader agenda to stand out - much like how sustainability is now a core focus. It entails recognising that more so than ever customer experience (CX) and employee experience (EX) are closely intertwined, and true allies need to invest in training, education and representation.
By prioritising employee empowerment, fostering a diverse and inclusive work environment, and designing user experiences that accommodate diverse identities, brands can make a lasting impact on employees which filters down to customers.
What’s the link between employee experience and customer experience?
Employee experience and customer experience are increasingly intertwined, as employees who feel valued, supported, and represented are more likely to deliver exceptional customer service. When brands prioritise EX, they empower and engage their people to create a genuine connection with the workplace. This connection motivates them to go the extra mile in providing exceptional customer experiences and transforms them into ambassadors who embody the brand’s values, end-to-end.
Employee experience and customer experience are increasingly intertwined.
Fostering a culture of inclusivity demonstrates to employees a brand’s commitment to diversity and creates a sense of belonging. This representation not only enhances the employee experience but also resonates with customers who identify with these employees, leading to a stronger emotional connection between the brand and its customer base.
Pride in a more inclusive UX design
By and large, brands have made strides in incorporating inclusive design principles into user experience (UX). Many websites now offer features that allow users to select their preferred pronouns and provide LGBTQ+-friendly options. There is still room for improvement though, as some websites continue to rely on outdated gender binary categorisations in their product offerings.
To create truly inclusive user experiences that align with their values, brands must accommodate diverse identities. This includes providing customisable options for gender identity, ensuring inclusive language throughout the user interface, and creating a seamless and welcoming experience for LGBTQ+ individuals.
To create truly inclusive user experiences that align with their values, brands must accommodate diverse identities.
A great example of this is Mastercard’s True Name Initiative. It allows customers to customise their banking experience by using their chosen name on their payment cards. It’s a nice initiative which recognises and respects the diversity of individuals' identities and provides a more inclusive and affirming experience.
By prioritising inclusive UX design, brands can demonstrate their commitment to the LGBTQ+ community and enhance everyone’s overall customer experience.
Investing in authentic allyship
As we have discovered, brands need to go beyond surface-level activations to truly make the community a part of their fabric. In my experience, the most powerful way to do this is through continued investment in wide ranging training and education initiatives that foster authentic allyship. This starts with understanding the significance of equipping employees with comprehensive education on LGBTQ+ topics.
Providing LGBTQ+ awareness training ensures that customer service teams have the knowledge and understanding to provide empathetic and respectful support to the LGBTQ+ community. In the spirit of inclusion, this training must be a safe space for dialogue and learning to allow employees to address biases and stereotypes that may exist, enabling them to provide unbiased and inclusive support to LGBTQ+ customers.
The importance of using appropriate language and behaviours when interacting with individuals in the community cannot be understated.
The importance of using appropriate language and behaviours when interacting with individuals in the community cannot be understated. Brands must do their best to minimise unintentional microaggressions and foster an environment where everyone feels respected and valued.
This encompasses the intersectionality of LGBTQ+ identities, acknowledging the diverse experiences within the community. Educating employees about the unique challenges faced by different gender identities, sexual orientations, and cultural backgrounds is crucial for delivering personalised and inclusive experiences to customers.
Booking.com is another example of a brand that is getting things right. Its Travel Proud programme is available to its accommodation partners, providing them with training and resources to be more inclusive. Properties that complete the programme become visibly Proud Certified on the booking platform, sign-posting people to allied accommodation.
If you can deliver the right training and education alongside meaningful activations and support, your brand will be best placed to leave a positive lasting impact on the LGBTQ+ community. Prioritise employee empowerment to foster inclusivity in the workplace and design user experiences that accommodate diverse identities.
The best initiatives are those that address biases, encourage dialogue, and promote sensitivity to ensure that customer service teams have the necessary knowledge and skills to provide inclusive support.
Having these structures in place on an ongoing basis allows you to align your CX principles so that everyone feels seen, heard, and valued. Now that’s something to be proud of!
