part

8

3

1.Recognize that diversity is not a bad thing.

2.Describe some of the characteristics that make people unique.

3.Embrace the need to treat customers as individuals.

Building and Maintaining Relationships

Customer Service in a Diverse WorldLearning Objectives

McGraw-Hill/Irwin Copyright © 2009 by The McGraw-Hill Companies, Inc. All rights reserved.

8-2

Building and Maintaining Relationships

Learning Objectives, continued4. Determine actions for dealing with various

types of people.

5. Identify a variety of factors that make people diverse and that help to better serve them.

6. Communicate effectively with a diverse customer population.

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The Impact of Diversity

What is diversity?Diversity is the different characteristics, values, beliefs and factors that make people different, yet similar.

8-4

Defining Diversity: Cultural Diversity

Refers to the differences and similarities attributed to various groups of people within

a culture.

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Customer Awareness

Realizing Values and BeliefsValues – long-term appraisal of the worth

of an idea, person, place, thing or practice.

Beliefs – perceptions or assumptions that individuals or cultures maintain.

Customer awareness – realizing and noting that values and beliefs may vary within your customer population.

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Customer Awareness

The Platinum RuleGoing beyond the step of treating customers

the way you want to be treated, to the next level of treating them

the way they would like to be treated.

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The Impact of Cultural Values

• Modesty• Expectations of

privacy• Forms of address• Respect for elders

• Gender roles• Attitude—Conflict• Property ownership• Time concept• Importance of

relationships

Impact of Values on Behavior and Practices:

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Diverse Groups of Customers

How Groups DifferLanguage

Disabilities

Age (elderly or youth)

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Communicating with Diverse Customers

Diversity requires attention to communication.

Inclusive: the concept of ensuring that people of all races, genders, religions and ethnic

backgrounds (multitude of other factors) are included in workplace communication and activities.

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Strategies for Servicing Customers with Disabilities

General guidelines that professionals follow:

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Population Aged 65 and Over, Fig. 8.5

Population 65 and over