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TELUS International: How customer service significantly improves with diversity in the workplace

Discover how cultivating a diverse workforce helps companies enhance their brand, attract top talent and deliver exceptional customer service

2017-12-07 21:49:03





Grégoire Vigroux
Vice-President Marketing Europe at TELUS
International

Key Takeaways


• Developing an effective corporate diversity program is a strategic imperative for global consumer-facing companies.
• A team of customer service representatives that mirrors the diversity of the customers you serve will be the best ambassadors of your brand.
• A diverse workforce is shown to foster enhanced creativity, promote innovation and drive financial returns above their national industry medians.

Technology is often the great equalizer when it comes to a company's ability to readily emulate a competitor's products, prices or services. But what it can't do is replicate an authentic and caring corporate culture that prioritizes employees. This takes years to build. Diversity is an essential component of a people-first culture that fosters acceptance and inclusiveness and enables frontline agents to act as as the best possible ambassadors of your brand.

At TELUS International, team member diversity serves as a significant competitive advantage. "In order to be a company that wins in the market through differentiation, innovation, and teamwork—it's critical to build a team that is a genuine reflection of its customers and community," said, Marilyn Tyfting, chief corporate officer at TELUS International. "Supporting our team members' right to bring their whole self to work facilitates a broader and more creative exchange of ideas, promotes better talent acquisition and retention, and inspires innovation to help better understand, support and serve customers"

Implementing an effective corporate diversity program – one that recognizes individual differences, such as race, gender or sexual orientation and values a multitude of unique perspectives and thoughts – will continue to be key for companies as their customer bases expand around the world. Here are just a few of the reasons why companies should consider diversity as a strategic tactic in realizing their business goals and outcomes.

Pick me! Diversity creates a caring culture where people want to work


When it comes to customer care and service delivery, recruiting, retaining and engaging the best people is what will consistently drive exceptional customer experiences. And, you attract ‘the best' by creating a culture that is welcoming, respectful and that values the contribution and worth of each and every employee. Diversity can only be harnessed if the different voices are included in decision-making – there must be an authentic readiness to unreservedly hear, listen and engage those thoughts.

A strong leadership team that's invested in your diversity goals is also critical. They set the tone for the company, modeling how to seek, understand and evaluate other people's perspectives rather than focusing solely on their own individual agendas. In fact, a Forbes Insights survey found that when it comes to the strategy and implementation of a diversity program, seven out of ten companies reported that the buck stops at the C-level and their board of directors, and 35 percent feel ultimate accountability lies directly with the CEO.

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Why didn't I think of that? Diversity fosters creativity and innovation


It just makes sense. People with different backgrounds, beliefs, cultures and upbringings will have different perspectives. Layer onto that age, gender, ability and sexuality, and you have a plethora of opinions, skills and ways to approach challenges that will come to life for the benefit of your customers and your business. Particularly in customer service settings, where unique challenges constantly arise, it's beneficial to have diverse teams that can share ideas and best practices and to collaborate during team huddles.

Dr. Linus Pauling, a Nobel laureate said, "The best way to have a good idea is to have a lot of ideas." This supports the premise that the greater the number of people in an organization who have different lived experiences, the greater the number and quality of different ideas and solutions that will be generated.

Show me the money! Diversity leads to better customer experience and financial performance


Building a diverse team that's a genuine reflection of the customers you serve supports a deeper understanding of their needs and increases the opportunities to form those all-important human and more personalized connections that customers seek and value. These exceptional customer experiences in turn produce a virtuous cycle of increasing returns.

A report by McKinsey & Company has made it increasingly clear that companies in the top quartile for gender, racial and ethnic diversity are 35 percent more likely to have financial returns above their national industry medians. It also suggests that other types of diversity, such as age, sexual orientation, and experience could also have a similar effect.

At the end of the day, celebrating diversity and striving to integrate people from all walks of life and with different abilities into the workforce is the right thing to do. The Inclusion Program for the Hearing Impaired is one of the many ways we are making a thoughtful effort to advance diversity at TELUS International. Launching and supporting team member resource groups, such as Connections for women and Spectrum for the LGBT community, are another way we attract and retain top talent.
Karlo Torio, accounting analyst and eight-year veteran of TELUS International in Manila, Philippines, is active within Spectrum and considers TELUS International his second home because of the company's welcoming and caring culture. "When we talk about diversity, it's not just the color of your skin, your age, your education or just what you see on the surface," says Torio. "If your workplace understands and grasps the true essence of the word ‘diversity', chances are they will be a leader among their competitors and will most likely succeed."

By actively recruiting for and hiring diverse candidates, TELUS International has built and is fostering a "collective intelligence" that enables our team to better connect with our clients' customers, leading to enhanced loyalty, increased wallet share and top-line growth.

Keep up-to-date with the latest thinking about BPO, ITO and Contact Center solutions. Each week, TELUS International, a global provider of contact center outsourcing and BPO solutions, shares insights on the latest customer service trends.
Related articles: https://www.telusinternational.com/


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