Toward a gender-neutral customer service experience for everyone

blucitrus asked:

I work at Starbucks and I’m always trying to find ways to connect with the customers but it is very difficult for me because I never know which pronouns to use. What gender neutral pronouns could I use instead of ma’am and sir and things of the sort? It’s been bugging me for quite some time. Help!

Thanks for your question blucitrus!

I (and other Starbucks-frequenting GNP users) truly appreciate that this is something you are concerned about. It shows that you’re committed to making your workplace somewhere that every client will want to come back to. And believe me – this is something that is noticed and communicated among GNP users and other trans* / non-binary folk: that your place is a good place for us.

As far as pronouns are concerned, if you have to refer to a client within their hearing range (e.g., to a co-worker), I suggest using singular they or ‘this/my customer’ or ‘this/my client.’ This takes practice, but can also be a fun daily challenge to yourself and a co-worker who’d also like to get on board. There many tips on this blog to help you out.

Regarding single-person address, avoiding the use of sir or ma’am is a great place to start but, as you say, it’s hard to know what to do next. Sir/ma’am are used to convey respect and welcome, but these can be conveyed to someone without using words. Think about how people use their body language, vocal pitch and intonation to convey respect and welcome. We incline our heads, make eye contact, listen intently, nod, smile and speak clearly in order to indicate that someone has our full attention. Of course, what ‘respect’ and ‘welcome’ look/sound like differ across contexts, but they can be performed. I’d argue that sir/ma’am are frequently used as shortcuts in busy customer service environments when these other more intentional strategies could do the job even better and more authentically, all without gendering.

Regarding plural address (i.e., to refer to groups of customers), avoid ladies, gentlemen, guys, girls, etc. and instead use terms like everyone or – if you are working in a casual customer service environment or with younger clientele – friends or folks. As above, I believe you can also welcome/show respect to groups of customers without using any of these terms at all. Think of a server saying “Good evening and welcome to our restaurant” while acknowledging each member of a group with brief eye contact and a warm smile. This is likely much more effective at conveying respect/welcome than a disinterested “Hello ladies.” Consider trying these strategies for a few minutes or a few customers every hour and seeing how they affect your (and their) experience of your interactions.

Other helpful gender-neutral phrases that convey respect (when paired with attentive body language, vocal pitch and intonation) include:

Can I help the next guest?

And for you?

What will you be having today?

Will you all be having dessert (etc.)?

These are not revolutionary or terribly insightful – just a starting place. With all of this being said, however, I have a caveat to share.

In the quest for gender-neutral public space and language practices, one casualty is affirmation for people who thrive on being (correctly) gendered by others. There are many people who enjoy being ma’am-ed or sir-ed; this is of course true of some cis-gender people but also of some transgender spectrum people. At times when I am identifying as more masculine and signalling this to the world with my grooming, clothing and behaviour, it is tremendously affirming to be seen and addressed appropriately as “sir.” However, I know many people with similarly masculine gender presentations who do not like this at all. There are also many transgender spectrum people who are in the process of or have completed a medical gender transition; for some (by no means all) of these folks, casual correct gendering by strangers can be a daily affirmation. Some years ago I heard a hilarious monologue by transsexual stand-up comedian Red Durkin in which she is yelled at by an irate cashier for moving too slowly in the check-out line: “MA’AM?? EXCUSE ME, MA’AM? HURRY UP!” Instead of being offended by this rudeness, Red replies with a swoon at the sound of this (to her) beautiful word: “Ma’am…you could scoop the honey out of that word with a bucket…”

Sometimes when I meet someone making a clear effort – e.g., with grooming, clothing, behaviour, etc. – to be readable/read as belonging in a particular gender category despite some physiological dissonance, I make a conscious choice to use the gendered title and pronoun that correspond with his or her deliberate gender presentation. However, this is an imperfect strategy to be used only with considerable caution and mindfulness, as well as humility if one makes a mistake (as are all of the things that I offer on TIMP).

So, I offer what I know to be true (for me and many others) with the caveat that these strategies won’t meet the needs of all people.

I hope this helps, blucitrus!