Peralta Associates
people skills for a global economy

Tip #1 Consider your ultimate objective.
Whether your organization wants to attract diverse customers, encourage repeat business, create a favorable impression in the community, or effectively deliver human/social services, you need to clarify your objectives and develop strategies focused on each objective.

Tip #2 Examine your assumptions about diverse customers.
We all have generalizations and stereotypes formed in our minds based on early experiences and training. These assumptions can affect the way we communicate with our customers, often subconsciously.

Tip #3 Learn about customer tastes and preferences.
Talk to colleagues, neighbors, and employees. Listen to radio stations. Look at community newspapers and national magazines. Check out websites and chat groups to find out what is important and appealing to your customers.

Tip #4 Adapt your product or service to the customer.
This could be as simple as translating flyers and directions or as involved as customizing flavors and packaging to your customers' tastes.

Tip #5 Learn a little language.
Learn some simple greetings in your customers' languages. Learn and practice pronunciation of names and titles. Don't be afraid to practice with your customers, your sincere efforts will be appreciated.

Tip #6 Put it in writing.
Write down and post instructions and directions to clarify oral communications. Use handouts with pictures and diagrams. Translate and clearly mark differences in weights and measures.

Tip #7 Err on the side of formality.
Acting overly familiar with customers, at least initially, may be seen as offensive in certain cultures. Address people (especially elders) with their titles and family names until given permission to do otherwise. When in doubt, ask.

Tip #8 Ask questions and paraphrase.
Don't assume that an affirmative response means you have made a sale. Ask clarifying questions and paraphrase orally or in writing to ensure mutual understanding.

Tip #9 Take time.
Relationship building with diverse customers always takes longer. People in customer service are often rewarded for their efficiency and speed rather than their effectiveness. A little extra time saves misunderstandings, complaints, and lost business down the road.

Tip #10 Hire and promote a diverse workforce.
You will find the best "cultural liaisons" from among your own employees. Recruitment and training expense may pay off in the long run with a loyal customer base.