Inclusive Customer Service – Live from Liverpool

As a huge fan of the Eurovision Song Contest, I am acutely aware of how important inclusion is to the contest’s values. Back in December 2022 I realised that Inclusive Employers could have a role to play as the contest arrived in the UK for the first time in over two decades.  

Having visited a few host cities over the years, I understood that if local businesses really understood the nuances of inclusive customer service, it’s not only a better experience for visitors, but it makes you want to visit again in the future!  

As a queer man often wearing nail varnish and glitter for Eurovision week, whilst also being visibly Jewish with a Kippah on my head, feeling safe and welcome is understandably important to me. Unfortunately, I don’t always feel safe being myself in the UK or in other parts of the world. LGBTQ+phobia is very real, and we have seen a meteoric rise in transphobia and homophobia in the UK over the past few years. Antisemitism is also incredibly common throughout the world and is something I live with daily regardless of the environment I’m in. Both forms of hate also exist within the spaces I should feel the safest, and so sometimes simply living out here as yourself can be a vulnerable experience. That is before we even consider the complexities of being in a city or country you do not recognise, maybe in a language you don’t understand, surrounded by people you do not know.  

Of course, one of the joys of the Eurovision Song Contest is its open, inclusive atmosphere, where cultures come together to celebrate unity through music. The contest has also had a long-held, dedicated LGBTQ+ fanbase and so host cities often remind me of a week-long Pride celebration. Tomorrow in our final blog of the week, I will consider the history of inclusion at the contest (so I won’t go into too much detail here) but suffice to say, Eurovision embraces inclusion thoroughly even if it still has much more to do. If that’s the case, why did Inclusive Employers get involved? Well because all of us out here working in inclusion and diversity know that being passionate about inclusion isn’t always enough. We have to translate our passion into actions that create real, tangible culture change. We also know that sometimes being on the ‘frontline’ and serving customers day-in and day-out adds another level of pressure, and there are certain nuances regarding inclusion. All of this combined with the world’s biggest entertainment show arriving in Liverpool means that there are lots of people out there who want to provide a warm, inclusive welcome, but may be nervous about where to begin…and that’s where we stepped in!  

Thinking about LGBTQ+ Inclusion 

LGBTQ+ inclusion in customer service is all about making your interactions more welcoming to members of the LGBTQ+ community. This can be around understanding what pronouns are and why they matter, not making assumptions about people’s relationships and visibly demonstrating your commitment to LGBTQ+ equality. I know that as a queer man I will be more likely to buy from a company or visit a restaurant that is welcoming to me and my partner. Throughout my life I have experienced homophobia on multiple occasions when it comes to customer service. It could be the snigger from a hotel receptionist when you ask for a double room for me and my partner instead of a twin bed, or it could be harmful ‘banter’ from staff in a restaurant. In one particularly painful episode five years ago, homophobic abuse was shouted at my partner and I, and staff in the restaurant simply didn’t know how to support us. Had staff in these situations understood the importance of inclusion and how to respond, then it would have helped create a much kinder, warm space where we felt comfortable being ourselves.  

Nod your head for no? 

A rather obvious fact to point out here is that the Eurovision Song Contest invites thousands of visitors to their host city each year, many of which are international visitors. Working with customers from a wide variety of backgrounds and languages can sometimes feel a bit daunting. Our different approaches to communication have developed over hundreds of years and so it’s not only language barriers that we have to overcome, but also differences in body language as well as cultural differences. For example, my partner is Bulgarian and in Bulgaria it’s the custom to shake your head for yes and nod your head for no – something which often causes confusion when I visit his family! Over time I’ve come to appreciate those differences and learn how to communicate appropriately. A huge part of inclusive customer service is about recognising your own cultural norms and your own unconscious bias and then using this knowledge to serve your customers better. Our guide on intercultural communication should help all customer service staff in better understanding how to serve international visitors during the Eurovision Song Contest in Liverpool.  

Accessibility in Customer Service 

Historically, many spaces in the UK have not been designed with disabled people in mind and often our interactions may unintentionally reflect ableist attitudes. Disability Inclusion in customer service is key to fostering environments of inclusion for everyone.  

We all have a responsibility and a role to play in making our businesses inclusive for those with a disability or impairment. You’re disabled under the Equality Act 2010 if you have a physical or mental impairment that has a ‘substantial’ and ‘long-term’ negative effect on your ability to do normal daily activities. This includes a wide range of conditions including physical disabilities, D/deaf or hearing loss, blindness/visual impairment and chronic illnesses such as HIV, heart conditions, cancer, and respiratory illnesses. It also includes some mental health conditions such as depression.  

This is only a snapshot of some of the things that would be considered as a disability or long-term health condition. From physical spaces not being accessible, to poor or offensive use of language, there are multiple things to consider when it comes to accessibility in customer service. Whilst our guide can help you understand some of these basics, the best thing anyone working in customer service can do is to educate themselves on disability and inclusive customer service. Most of the time, many of us simply lack knowledge on disability and neurodiversity and what this means when it comes to customer service. This lack of knowledge can then make us a little bit nervous and worried about saying or doing the wrong thing. If we have a better understanding of disability and neurodiversity then we can work to ensure our services are inclusive for everyone. 

What does the law say? 

Everyone in Britain (including international visitors) is protected from discrimination, harassment, and victimisation by the Equality Act (2010). In the context of the Eurovision Song Contest in Liverpool, thousands of visitors from around the world will be visiting businesses across the city and it’s important that they are given an inclusive welcome. With the world’s eyes on the city, this is a wonderful opportunity to showcase the warm welcome that Liverpool has to offer. If staff are not aware of their legal obligations or allow bias to cloud their judgement, then this could lead to negative press attention and impact on future visitors.  

In fact, it was this aspect that sparked my idea for Inclusive Liverpool and made me realise just how important it is. As I said previously, I am a visible Jew – I wear a Kippah on my head and sometimes that Kippah is a blue Star of David on a white background. Regardless of whatever my personal or political views are, I am often pushed to comment on the Israeli-Palestinian conflict or held accountable for the actions of the Israeli government. Oftentimes, this becomes antisemitic and other times it doesn’t, but regardless I shouldn’t be held accountable or treated differently because I am Jewish. It feels deeply uncomfortable and is discriminatory. It can be easy for many of us to have strongly-held views about different countries around the world whether we have been there or not. This is not just applicable to my example, but there may be many preconceptions we all have about different countries and the fans cheering them on.  

During the Eurovision Song Contest, fans and artists from all over the world will arrive in Liverpool and they may arrive from countries that you have some (conscious or unconscious) bias towards. When welcoming guests from around the world, you may have pre-conceived ideas about individuals based on their national origin. You may disagree with that country’s politics or beliefs. It’s really important to bear in mind that individuals are not representatives of their country’s government and are not answerable for them. They are just fellow human beings who deserve kindness and respect just like anyone else. One of the great things about the Eurovision Song Contest is that it brings together people from all over the world and we can celebrate that diversity together without political barriers. So, make sure that you treat all customers with kindness and respect regardless of their national origin. Failing to do so may lead to breaching the Equality Act through direct or indirect discrimination and lead to a really negative experience for visitors to your business.  

Finally… 

Having lived and breathed Eurovision for many years, it’s been a real dream come true to work on Inclusive Liverpool with Liverpool City Council and Inclusive Employers. This week has shown the power of inclusion and diversity not only on stage but throughout the city and beyond. When it comes to inclusive customer service, remember to treat each person with dignity, respect, and kindness. They are all individuals here to enjoy Eurovision and be #UnitedByMusic.  

You can still access our free Inclusive Liverpool resources here to develop your inclusive customer service skills throughout Eurovision week.  

Good luck to everyone taking part in tonight’s Semi-final from everyone at Inclusive Employers!