Providing Customer Service to a Diverse Customer BaseCustomer Service Training Resource
October 18, 2012 — 1,802 views
Providing Customer Service to a Diverse Customer Base
One aspect of being an effective customer service professional is the ability to communicate with a diverse customer base. For instance, many customer service employees begin their careers working at retail establishments. The biggest customer complaint among those who frequent retail outlets is that they often feel slighted by those working behind the counter. Because customer satisfaction in essential to the financial survival of any business, it's important that customer service professionals not allow cultural barriers to get in the way of success. Many times, this happens without the individual even being aware that he or she is behaving in a manner that those of other cultures might construe as offensive.
Training can be provided for employees who lack the knowledge and skills to provide excellent customer service to a variety of people of all ages, races and economic levels. Businesses that don't just cater to one segment of society have the best chances for expanding their businesses as well as surviving difficult economic times. However, because the competition for most products and services is intense, customers often are quick to take their business elsewhere if they feel slighted by company personnel. Misunderstandings or uncomfortable situations caused by lack of cultural knowledge and sensitivity can result in loss of revenue as well as give the company an unsavory reputation among other industry professionals.
Companies that want to appeal to a diverse customer base are increasingly hiring employees from all varieties of backgrounds and walks of life in an effort to appeal to as many potential clients as possible. Prosperous companies know that the global marketplace requires the ability to communicate well with all cultures, and that employees who interact with the public need to be able to deliver top quality service to all customers and potential customers. A diverse customer base is almost guaranteed on today's worldwide marketplace.
Because communication methods and personal mobility have expanded so much in recent decades, cultural interaction is more frequent than it has been during any point in the history of our civilization. During most of our history, in fact, the majority of the interaction between cultures was hostile and often ended with one significant amount of people losing their lives or their homes. Some people still cling to the conditioning that the human race has experienced for centuries that creates wariness and distrust of those from other cultures or economic or social levels.