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New gender identity and pronoun data options ensure Salesforce products are more inclusive

Salesforce recently announced new fields for gender identity and pronoun data in its products. This opt-in enhancement will give organisations more inclusive ways to collect, manage and utilise data, enabling them to build trust and form deeper connections with their customers.

The enhancements will launch two new fields across standard objects representing people on Salesforce — the Lead, Contact and Person Account objects — enabling customers and their users to select, identify and capture pronouns and gender identity. By standardising these fields, admins will no longer have to create custom fields for their organisations, enabling them to capture more accurate customer data and deliver quicker time to value.

Inclusive, customisable features offer choice, build trust

Using the right identifiers is an important way to build trust and drive customer success. But too frequently, data systems and customer relationship tools’ standard options do not capture peoples’ full identity. The new fields will provide businesses with easy, built-in pronoun and gender identity options, while also empowering each customer to tailor fields to best fit their unique needs. 

When gathering data from customers, it’s important that organisations follow these guidelines: 

– Prioritise safety. Gender data can be some of the most sensitive data companies collect. For LGBTQ+ and non-binary people, the unintentional disclosure of their identity can potentially lead to discrimination or targeted harassment. 

– Use transparency to create trust. Customers are more likely to trust companies with sensitive information if they’re clear about why they want it and what they gain by providing it.  

– Empower customers. Organisations must provide their customers relevant options and let them choose what they disclose. Gender data doesn’t always need to be collected. In fact, it can be a limiting data point in some cases. 

– Champion inclusive language. Using language and terminology that is affirming, people-centred, and inclusive is critical to obtaining accurate and reliable data — and creating better customer experiences.

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