However, it is a lesson learnt from HR that certain employee groups have less favorable experiences than others due to nothing more than a single characteristic. What do these statistics look like in practice? What is the tangible customer experience? The stories told during the research interviews and focus groups were both good and bad, with four common themes: We don’t know what we don’t know Misinformation or a lack of information about customers, with stereotypes often filling those gaps. Don’t fence me in. A feeling of being negatively judged by service providers, driven by implicit attitudes and assumptions, based on personal characteristics. A road less travelled. Unmet accessibility needs, with diverse customers being negatively impacted by environments (physical and online) that do not consider their unique needs. Not front of mind. Advertising or communications that are not developed with diversity in mind. Examples: 'My partner and I are gay he is Australian and I am Chinese. During an – overseas holiday, we decided to visit a Louis Vuitton store. The staff completely ignored my partner but went above and beyond to service me!' 'I am profoundly deaf, so I lip read in order to understand what others are saying. I once told a frontline member that I am hearing impaired and they asked if it would help if they provided me with a Braille document.' 'When my husband and I are in a public space, like a retail store and he starts speaking in our own language, I tell him to revert back to English. I wear a headscarf and we are Muslim, so I worry that we might off someone or that they may make negative assumptions about us.’ 'My family, who are Indigenous, went to a shopping centre the other day to purchase some goods and browse the shops. After a short while, they noticed that they were being followed by security personnel in and out of they felt really agitated and judged by this.' – 'I am a woman, gay and an Indigenous Australian. I look a way’ ‘specifi and I feel that I am often immediately judged on my ‘indigenous characteristics’ in the customer environment.' 'I have a physical disability as well as being visually and hearing impaired. As a result of this, I have very limited places I can go as a consumer. The
However, it is a lesson learnt from HR that certain employee groups have less favorable experiences than others due to nothing more than a single characteristic. What do these statistics look like in practice? What is the tangible customer experience? The stories told during the research interviews and focus groups were both good and bad, with four common themes: We don’t know what we don’t know Misinformation or a lack of information about customers, with stereotypes often filling those gaps. Don’t fence me in. A feeling of being negatively judged by service providers, driven by implicit attitudes and assumptions, based on personal characteristics. A road less travelled. Unmet accessibility needs, with diverse customers being negatively impacted by environments (physical and online) that do not consider their unique needs. Not front of mind. Advertising or communications that are not developed with diversity in mind. Examples: 'My partner and I are gay – he is Australian and I am Chinese. During an overseas holiday, we decided to visit a Louis Vuitton store. The staff completely ignored my partner but went above and beyond to service me!' 'I am profoundly deaf, so I lip read in order to understand what others are saying. I once told a frontline member that I am hearing impaired and they asked if it would help if they provided me with a Braille document.' 'When my husband and I are in a public space, like a retail store and he starts speaking in our own language, I tell him to revert back to English. I wear a headscarf and we are Muslim, so I worry that we might off someone or that they may make negative assumptions about us.’ 'My family, who are Indigenous, went to a shopping centre the other day to purchase some goods and browse the shops. After a short while, they noticed that they were being followed by security personnel in and out of – they felt really agitated and judged by this.' 'I am a woman, gay and an Indigenous Australian. I look a ‘specifi way’ and I feel that I am often immediately judged on my ‘indigenous characteristics’ in the customer environment.' 'I have a physical disability as well as being visually and hearing impaired. As a result of this, I have very limited places I can go as a consumer. The
20170227_Missingout_Customer_Diversity.docx