Customer Relations & The
Diversity Challenge:
A Trainer's Guide
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Sample Activity The importance of customer satisfaction can not be overemphasized and a
satisfied customer certainly can never be overvalued. A single
dissatisfied customer can have a significant negative impact on an
organization. Customers who feel employees are indifferent to their needs
go elsewhere or spread harmful statements, thereby discouraging potential
new business. On the other hand, satisfied customers can have a
significant positive impact on an organization's overall performance and
profits. Not only will these customers remain loyal, but also they will
encourage new business by telling others about the fine customer service
they have received.
Meeting customer needs and providing quality service is a serious
challenge at any time. However, the challenge facing providers of products
and services in virtually every organization today is even greater because
of the changing population in the United States. The increasing diversity
of the population is dramatically changing the value of the "customer" and
the definition of customer service. The customer base has changed and will
continue to do so.
Major changes in demographics have brought a new look as immigrants now
come from more different countries than ever before, bringing new
languages and different cultural values.
Organizations and their employees who are aware of these differences
have a competitive advantage. Understanding the new customer, and
strategically aligning products and services to meet these needs, will
reap benefits. Customer loyalty based on greater satisfaction will bring
repeat business and potential new customers.
Understanding who these new customers are is a start in addressing the
link between customer satisfaction and diversity. However, there are
additional challenges. Individuals in customer service must begin to
examine their own feelings and attitudes about customers who may be
different from themselves. They must learn how to address the perceptions
and biases they may have. They also need to learn how to be more open,
respectful, and responsive to customers whose backgrounds and values may
be unfamiliar. It is particularly important to understand that the meaning
of "good service" has different connotations in different cultures. The
more that service providers know about their customers and culture, the
better customer relations will be.
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Sample Activity |
