The Key to Customer Service
and Consumer Loyalty
We’ve all experienced bad customer service. Wha t if the rudeness and inability to
help you was compounded by ignorance of your culture, or worse, blatantly offensive
comments or actions? How turned off would you be?
Very—especially if you are from a traditionally underrepresented group.
Consider this: Sixty-nine percent of blacks believe customer service is important
when deciding where to shop, compared with 46 percent of whites (Target
Market News survey), and 75 percent of Latinos say they’ve stopped frequenting a store because they’ve experienced rudeness, compared with 50 percent of
whites (Ipsos poll).
Increasingly, companies understand the need for diversity in their work
forces. But which companies have turned this diversity into superior customer
relationships, building brand loyalty and driving profit margins? We studied
five companies from The 2007 DiversityInc Top 5 0 Companies for Diversity®
and the 25 Noteworthy Companies in th ree industries very dependent on
HOW 3 INDUSTRIES