HBR IdeaCast Anti-Bias Policies That Really Work in Customer Service
Nov 2, 2021
Alexandra Feldberg, an assistant professor at Harvard Business School, and Tami Kim from the University of Virginia Darden School of Business share crucial insights on tackling bias in customer service. They reveal how everyday interactions can reflect deeper biases, stressing the need for companies to proactively address these issues. The discussion highlights the significance of data collection, employee accountability, and understanding diverse customer experiences to promote equity and enhance service quality. Their practical strategies aim to foster a more inclusive customer experience.
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Costly Bias Examples
- JPMorgan Chase paid a $50 million settlement for discriminatory mortgage practices.
- Sephora faced a lawsuit for blocking Asian customer accounts, suspecting reselling.
Subtle Manifestations of Bias
- Customer bias manifests in core service provision, willingness to go the extra mile, and overall etiquette.
- Subtle biases, like the amount of help offered or the warmth of the interaction, significantly impact customer experience.
Hotel Study Example
- In a study, hotel workers gave fewer restaurant recommendations to people with non-white sounding names.
- They also provided additional, unsolicited information more often to those with white-sounding names.