For Customer Service experts, Diversity Management is not something new. A professional who serves customers both offline and online must always keep in mind that he/she deals with people who buy or plan to buy our product and also use WOM to talk about it to others, who will hopefully be prospects.
From the customer’s point of view, the staff responsible for serving public assumes the identity of the company they represent. When those employees talk, gesture or make a face, the image of the company where they work is affected by their attitude. Their prejudices and opinions about the people they assist, if any, can not affect in any way how they treat them. Customer Service has to be basically homogeneous, even though customisation is increasingly necessary nowadays. The same applies to a call regarding our voice. In the case of a Community Manager it’s even easier, since in Social Media Customer Service we don’t need to care about our facial expression and intonation when communicating. Although this is certainly an advantage, we must manage Social Networks with care, measuring and thinking every sentence and word we write in order to prevent them from being misinterpreted by receivers, ir order to avoid disturbing them or offending their sensibilities. In the age of Communication 360º it is not only important where and how our products are made but also that the way we advertise them and how we communicate that information don’t damage the image we want to nurture and promote to obtain customer engagement. It is therefore important not to convey any message on Social Networks that could be perceived as discriminatory in any way such as a negative comment about gender, nationality, race, age, religion, sexual orientation, politics, etc. Moreover, treating customers by adapting our message to their peculiarities when we know them (hence the importance of a good CRM) and orienting our strategy to the demands of these niche markets will lead us to thankful clients who will be particularly loyal to our brand.