Chapter 8

Customer Service in a
Diverse World
 Learning Outcomes
LO 8-1 Recognize that diversity is not a bad thing.
LO 8-2 Describe some of the characteristics that make
people unique.
LO 8-3 Embrace the need to treat customers as individuals.
LO 8-4 Determine actions for dealing with various types of
people.
LO 8-5 Identify a variety of factors that make people
diverse and that help to better serve them.
LO 8-6 Communicate effectively with a diverse customer
population.

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 LO 8-1 The Impact of Diversity
Diversity
• The characteristics, values, beliefs, and factors that
make people different, yet similar
• It is encountered everywhere
• Each encounter is an opportunity to expand
knowledge of others
• Customer service providers must be trained on
dealing with people from different backgrounds

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 Diversity Proximity

The people of the world are becoming more increasingly integrated each day as
ease of travel and the Internet close the distance gap between them.
What are you doing to educate yourself about differences in gender, generations,
and other factors that influence the way the diverse customers that you will
encounter think and act?

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 LO 8-2 Defining Diversity
Diversity doesn’t just refer to race or color of skin
Also refers to cultural diversity
• Differences between people depending on country of
origin, backgrounds, beliefs
• Remember the platinum rule
• We use our values and beliefs and assign people to
categories
• Be cautious and avoid stereotyping

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 LO 8-3 Customer Awareness
No two customers are alike
• Be aware of verbal and nonverbal messages
• Diverse customer population
• Different perceptions of time, communication style,
gender roles, religion, dress
• Cultural awareness training is crucial

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 LO 8-4 The Impact of Cultural Values 1
Values dictate which behaviors and practices are
acceptable or unacceptable
Values differ from one culture to another
Level to which customers are acculturated will
determine their actions

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 LO 8-4 The Impact of Cultural Values 2
Modesty
• Conservative dress, nonverbal communication cues

Expectations of Privacy
Forms of Address
• Informality may be viewed as rude or arrogant

Respect for Elders

• In some cultures, age brings unique rights

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 Understanding other Cultures

Education, cultural nuances,

family backgrounds, and
other factors cause people to
behave based on their own
experiences. The more
informed you are about
similarities and differences
possessed by people from
various cultures, the greater
the likelihood that you will
provide quality service.
How should you provide
customer service to
someone of another culture?

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 LO 8-4 The Impact of Cultural Values 3
Importance of Relationships
• Interpersonal relationship
• “Face”

Gender Roles
Attitude toward Conflict
• Attitudes
• Individualistic cultures
• Collective cultures
• Conflict resolution styles

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 LO 8-4 The Impact of Cultural Values 4
The Concept of Time
• Monochronic
• Polychronic
• Concept of time

Ownership of Property
• In some cultures ownership of property is frowned
upon
• People have differing levels of need

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 Time

The perception of time and how it is viewed and used varies

between cultures.
What do you know about the ways that various cultures view time,
and how might that affect your ability to interact with and serve
customers from those groups?

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 LO 8-5 Providing Quality Service to Diverse
Customer Groups 1
Customers with Language Differences
• Let the customer guide the conversation
• Be flexible
• Listen patiently
• Speak clearly and slowly
• Speak at a normal volume and tone
• Use open-end questions
• Pause frequently
• Use standard English
• Use globally understood references
• Be conscious of nonverbal cues
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 LO 8-5 Providing Quality Service to Diverse
Customer Groups 2
Customers with Language Differences continued
• Paraphrase the customer’s message
• Try writing your message
• Try a different language
• Avoid humor and sarcasm
• Look for positive options
• Use questions carefully
• Use a step-by-step approach
• Keep your message brief
• Check frequently for understanding
• Keep smiling
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 LO 8-5 Providing Quality Service to Diverse
Customer Groups 3
Customers with Disabilities
• 10 percent of population has some type of disability
• Americans with Disabilities Act of 1990 (ADA)
• Customers with hearing disabilities
• Telecommunications Relay Service (TRS)
• Real-time IM Relay for Customers with Hearing and
Speech Loss

• Customers with vision disabilities

• Customers with mobility or motion impairments

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 Mobility Impairments

The number of people

with mobility
impairments is on the
rise.
What are some
strategies that you
can use to better
serve customers with
a mobility impairment?

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 LO 8-5 Providing Quality Service to Diverse
Customer Groups 4
Elderly Customers
• Be respectful
• Be patient
• Answer questions
• Try not to sound patronizing
• Remain professional
• Guard against biases

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 LO 8-5 Providing Quality Service to Diverse
Customer Groups 5
Younger Customers
• Refrain from talking down to them or being flippant
• Avoid demeaning language and condescending forms
of address
• Use words that are appropriate for their age group
• Explain and/or demonstrate technical points

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 The Younger Customer

Younger customers can often have a completely different

set of needs. What are some effective strategies for
handling customers of a younger generation?

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 LO 8-6 Communicating with Diverse
Customers
Be careful with your remarks and jokes
Make sure that your language is inclusive
Respect personal preferences when addressing
people
Use general terms
Recognize the impact of words
Use care with nonverbal cues

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 Figure 8.4 Nonverbal Cue Meanings
The following are symbols and gestures that are commonly used in the United States but
have different—and negative or offensive—meanings in other parts of the world:

American Gesture or Symbol Meaning in Other Cultures Country

Beckoning by curling and uncurling index Used for calling animals or ladies of the Australia, Hong Kong, Indonesia, Malaysia,
finger*† evening Yugoslavia
V for victory sign (with palm facing you)*‡ Rude gesture England

Sole of foot pointed toward a person*‡ You are lowly (the sole is the lowest part Egypt, Saudi Arabia, Singapore, Thailand
of the body and contacts the ground)
“Halt” gesture with palm and extended Rude epithet Greece
fingers thrust toward someone*† ‡
Thumb up (fingers curled) indicating okay, The number 5; rude gesture Australia, Nigeria, Japan
good going, or everything is fi ne*‡
Thumb and forefinger forming an O, Zero or worthless; money; rude gesture Brazil, France, Greece, Italy, Japan, Malta,
meaning okay*‡ Paraguay, Russia, Tunisia, Turkey
Waving good-bye with fingers extended, Come here Parts of Europe, Colombia, Myanmar, Peru
palm down, and moving the fingers up and
down toward yourself*‡
Patting the head of a child Insult; inviting evil spirits Parts of the Far East

Using red ink for documents Death; offensive Parts of China, Korea, and Mexico

Passing things with left hand (especially Socially unacceptable India, Pakistan
food)

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