implicit bias - fair and impartial customer service ppt...
TRANSCRIPT
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Introduction Almost all people, even well-intentioned
people have biases of one kind or another.
We will discuss various biases.
We will explore what social science research teaches us about “implicit bias.”
We will attempt to recognize our unconscious biases, so we can implement unbiased behavior resulting in Fair and Impartial Customer Service!
We learn from studies done in Law Enforcement that Fair and Impartial behavior . . . Is more effective. . .
Promotes safety . . .
Enhance/promote trust on the part of the people they serve . . .
But is their a connection between these studies and customer service in the business setting?
ANSWER: “YES!”
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Effective Managers and Supervisors Are:
Role Models
Mentors
Representatives of the Organization
Authorities on Policy and Practice
Professional Coaches
Disciplinarians
Understanding the science of bias is critical you fulfill your role as one who trains others by example . . .
GOAL: This training will help you to “promote fair and impartial Customer Service” in yourself and in your organizations or businesses!
Objectives of this training: Participants will be able to . . .
Recognize their own human biases
Understand how implicit biases can affect perceptions and behavior
Understand how biased Customer Service impacts customers and the “Bottom Line!”
Reflect on the role effective “leaders-as-trainers” have in promoting fair and impartial Customer Service . . .
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Understanding Human Bias: The “case” of Susan Boyle – Britain’s Got Talent
Fundamental Concepts of Human Bias and the Emergency Room Doctor!
Bias is a normal human attribute—even well-intentioned people have biases
Biases are often unconscious or “implicit” Implicit biases are sometimes incompatible with
our chosen beliefs and values Implicit biases can influence our actions Understanding how implicit bias can affect our
behavior is the first step to “overriding” implicit bias
To Understand Implicit Bias, We Need to Understand….
Whom we are most likely to pre-judge
What determines the characteristics we assign to them
Whether we know when we are prejudging people
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To understand implicit bias:
Whom do we pre judge?We prejudge “ambiguous stimuli”
What determines the characteristics we attribute to them?Group stereotypes/biases, bad past experiences, etc.
Do we know when we are doing this?Not always. The goal is awareness . . .
What are bases on which people may be stereotyped (and treated differentially)?
Income
Race
English language abilities
Gender
Age
Religious affiliation
Profession
Sexual orientation, identity, etc.
Stereotyping and Human Bias
When we don’t know an individual, we assign a group characteristic to them
Often we do not know when we are impacted by biases (they can be unconscious or “implicit” biases)
Recognizing our biases allows us to override them—to engage in unbiased behavior.
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The One Key Point:
Customer Service based on stereotypes is costly, ineffective,
and unjust.
1. The “Bump” Study of Implicit Bias
The Study: Experiencing an ambiguous “bump” from a strangerHow did people interpret the bump by African Americans versus the bump by Whites?
The Results: The “bump” was perceived as more threatening when performed by an African American. Replicated to show this was true for both White and non-White “victims”/subjects!
2. The Visual Perception Study
Subjects were “primed” with either black male faces, white male faces, or no faces
Then completed “object recognition” task
Source: Eberhardt, Goff, Purdie, & Davies (2004). Journal of Personality and Social Psychology.
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Levels of Degradation
Frame 1Frame 25Frame 41
Crime Object
Crime Object
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Other Object: Crime Irrelevant
The “Null” Hypothesis would mean there is no difference based on stimuli However, if the black-crime association impacts
our visual perception, then: Participants primed with black male faces would be faster to identify crime-relevant objects than those primed with white male faces.
If null, then there should be no effect of prime for crime-irrelevant objects.
Object Identification
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Flashing WhiteFaces
No Faces(Control)
Flashing Black Faces
Fra
me
nu
mb
er
Crime-Relevant
Crime-Irrelevant
________________________________
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Visual Perception Study: Conclusions
Exposure to Black male faces facilitatedthe identification of crime-relevant objects.
Exposure to White male faces inhibited the identification of crime-relevant objects.
Be a research participant!
We will see slides of backgrounds and then a person will appear—very quickly—with something in his hands.
Shout “Threat” if you see a threat
[Silent if no threat]
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3. Correll Study (shoot/don’t shoot) Results: Race Made a Difference
Speed: Participants shot a white armed man slower than a black armed man
Errors: Participants were more likely to shoot an unarmed Black man than an
unarmed White man
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4. The Turban Effect Study
Research volunteers played a computer game that showed apartment balconies on which different people appeared, some wearing Muslim-style turbans and others bare-headed.
They were told to shoot at the people carrying guns and spare those who were unarmed.
The Turban Effect Results
Subjects were much more likely to shoot Muslim-looking people, even if they were carrying an “innocent item” instead of a weapon.
They also found a gender effect: Subjects were more likely to shoot men than women (even when harmless)
Unkelbach, Forgas and Denson (2008). J. of Experimental Social Psychology.
Due to implicit bias, officers may:
Increase scrutiny of people of color
Interpret ambiguous behavior on the part of people of color as more aggressive
Respond to people of color more aggressively
Under-respond to whites, Asians, etc., and so forth.
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Economic Status, Race and Crime
A= Lower income people are disproportionately represented among people who commit street crimes
B= People of color are disproportionately represented in lower income levels
A+B=C People of color are disproportionately represented among the people who commit street crimes.
We need to train people to:
Effectively and impartially perform their duties and respond to calls for service
Identify their biases
Be Ambassadors of Customer Service
Customer Service based on biases/stereotypes impedes
achievement of these objectives!
Contact Theory: A way to reduce Implicit bias and lead to fair and impartial Customer Service
Positive contact between members of groups improves inter-group attitudes and reduces both explicit and implicit biases!
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Personal Contacts and Implicit Biases in Officers
Peruche and Plant (2005), Measured implicit bias on the part of officers . . .
Shoot/don’t shoot simulator to measure implicit bias, and Surveys too . . .
Police manifest the “blink” response of bias, but
The blink response was weaker in officers who reported positive attitudes and positive interpersonal contacts with racial/ethnic minorities
Unlinking Stereotypes: Correll Second Study
Speed: Both police and civilians exhibited racial bias speed was high
Errors: Bias was less likely to manifest itself in police errors than civilian errors
Bottom Line: Police still made correct decisions better than civilians in spite of bias
Interpretation: High quality, role play use-of-force training helps police “unlink” race & crime bias in split-second use-of-force decisions!
Implementing “Controlled (unbiased) Behavior”
We can be trained to implement “controlled behaviors” that override our (natural) implicit biases.
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Fundamental Concepts of Human Bias
Bias is a normal human attribute—even well-intentioned people have biases
Biases are often unconscious or “implicit” Implicit biases are sometimes incompatible with
our chosen beliefs and values Implicit biases can influence our actions Understanding how implicit bias can affect our
behavior is the first step to “override” implicit bias
Biased Actions Impact:
Customer Satisfaction!
Your Bottom Line!
Fair and Impartial Customer Service Results In…. Customer trust and satisfaction
Organizational Reputation
Improved Customer Service
Effective Customer Service
“Good” Customer Service
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How you respond to concerns of bias is very important.
Identifying biased behavior
Bias can manifest in well-intentioned, ill-intentioned
YOUR job: To identify when biased Customer Service is occurring
What behaviors are you looking for?
That’s the point: It is difficult to identify bias!
Not visible behavior like force, it’s what the officer is subconsciously thinking
This is why we can’t simply rely on your organization’s complaint system
But this does not mean “throw up your hands.” We must understand and deal with less than clear information/evidence.
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EXAMPLE:
A worker “sees” crime in immigrant community
You notice he does not have a pleasant attitude when dealing with people with “foreign accents”
Much more abrupt with these individuals
No specific bad experiences in area to support this behavior
He is otherwise a worker …wants to serve community . . . Has commendations, etc.
What do you do?
Addressing Bias with Direct Reports
Recognize ambiguous nature of the “evidence” of biased behavior and use an OJT Training Approach:
Share your observations
Ask why this might be occurring
Use non-accusatory tone
Structure concerns in terms of officer safety and effectiveness
Discuss how/why behavior might appear to be biased and perhaps unacceptable
Ask worker to state what he/she will do differently in the future
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Use “teaching moments”
Preventative measures, as needed
Opportunity to discuss organization’s commitment to unbiased behavior
Easier…relaxed group settings work well
Any opportunity for hypotheticals or questions to reinforce key points for this -makes it easier if you have had new hire training in your organization on impartial Customer Service
Remember: You are Human too!
Be aware that your decisions may be influenced by your own biases.
External and internal
Be aware that some directions that you give could produce perceptions of biases, racial tension, or be interpreted through the biases of your workers
Organization’s policies . . .
There is not just ONE definition of biased Customer Service
Policies may try to define biased Customer ServiceTells workers………can/can’t
Many focus just on race/ethnicity, some broader
You need to know/understand your policy and train promote FICS
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Policy Model
“We value the diversity of our customers! Employees may not consider the race or ethnicity of a person in the course of any interaction, unless the customer chooses to be identified or described in part by race or ethnicity. Anyone involved in biased behaviors will be subject to progressive disciplinary action.”
Again: Policy Importance
In supervising to promote fair and impartial Customer Service
organization policy defines what it is.
Individual Customers
Alleging biased behavior
Can be tense
Let’s start with this: How do you want your subordinates to respond to accusations of biased behavior made against them? …
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Teachable Moment: A Suggested Response of an worker to a baseless
Accusation of Biased Behavior
“I am sorry that you feel that way (Sir/Ma’am). The reason I’ve said/did_______ [describe whatever the person did to help the customer] was is because _______ [worker explains the intention or other reason for the behavior].”
Why this language?
Denial will not be effectiveWon’t change customer’s mind
And besides: The person might be right!!
Our suggested language: Acknowledge how the person feels, AND
Gets Back to Business.
Examples of Fair and Impartial Customer Service Messages:
Fairness and impartiality are the values of our organization
organization does not tolerate biased Customer Service
We understand, however, that humans have biases and so…
The organization has instituted policies and procedures to promote fair and impartial Customer Service, including…
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Example: Crisis Communication Message
The organization does not tolerate biased Customer ServiceThe organization is committed to fair and impartial Customer Service
The organization will conduct a comprehensive and transparent investigation
The organization will openly communicate the findings and results of the investigation
Sure-fire way to increase tension and anger
Declare: “Absolutely no biased Customer Service occurs in this organization!”
Summary of Key Points
All people, even well-intentioned people have biasesThey can be “implicit” (unconscious)
The “case” of Susan Boyle: We prejudge,
We fill in blanks that aren’t there,
Often we don’t really know what is real or true . . .
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Continued . . .
Even though stereotypes might be based in part on fact, Customer Service based on biases can be unproductive, ineffective and unjust
Remember the empirical research studies and there findings . . .
Summary Biased Customer Service has negative
consequences
Biased Customer Service erodes trust
Trust is essential for good business
Customer Satisfaction is essential to the bottom line $$$$$$$$$$$$$$$$$$$
Training Responsibilities and Strategies:
Be role models, mentors, and disciplinarians
Identify possible manifestations of bias
Prevent biased behavior and intervene when indicated (OJT)
Discuss biased Customer Service
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Leaders are Human Too!
Your decisions may be impacted by human biasesYour biases may impact your treatment of direct reports and citizens
Your biases may impact your Customer Service decisions and efforts at problem solving
We hope this training…
Better understanding science of human bias
Renewed your appreciation of negative impact
You learned skills ….will serve you in your role as Leader/Trainer of others and will help you supervise to promote FICS
Thank you!!