By Ejieme Eromosele
I’ve recently relocated to another part of the world and am having to do business with new ways of working and new cultural norms. So diversity, inclusion and belonging in the business context has been top of mind for me. Add to that, cultural competency, as all of our teams are having to operate in a much more “flat” and global world.
Customer success is all about ensuring customers are achieving their desired outcomes with your product or service. To achieve this goal, it’s important to have a diverse and inclusive team who can understand, anticipate and meet the needs of a wide range of customers. When people talk about the benefits of diversity, inclusion and belonging, we often view it only through the lens of our internal teams. However, there are also significant benefits in applying focus and practice of these strategies to our customer relationships as well.
Let’s start with some definitions.
Inclusion refers to the act of ensuring that everyone feels welcome, respected, and valued, regardless of their backgrounds or differences.
Belonging is the sense of being part of a community or group, and feeling connected to those in the community.
Cultural competency refers to a person's ability to understand and appreciate different cultures, including their beliefs, values, attitudes, and behaviors. Being adept at cultural competency can help foster greater sense of inclusion and belonging.
This all sounds and feels good and I’m sure that when asked, these are all things we’d want of our teams, but why does this actually matter to the business?
Inclusivity and belonging lead to better customer experiences and also helps companies to increase their market reach and remain competitive in a globalized world. A successful customer is not only one who has made a purchase but is also one who feels valued, included, and part of a community. When a customer feels included and has a sense of belonging, they are more likely to be loyal to your brand, become advocates and refer others to it.
Here are some reasons why cultural competency matters now, more than ever:
Build stronger and deeper relationships: With customers coming from different backgrounds and cultural perspectives, it's essential for companies to understand and respect their unique needs and values in order to build strong, long-lasting relationships.
Avoid potential issues: Cultural competency can also help businesses avoid misunderstandings and conflicts with customers. When companies lack cultural understanding, they may inadvertently offend customers or misinterpret their needs, leading to frustration and dissatisfaction. By being culturally competent, businesses can avoid these miscommunications and build stronger relationships with their customers.
Better serve your customers: Another important aspect of cultural competency in customer success is that it allows businesses to better serve the needs of diverse customers. For example, a company that is culturally competent may understand the importance of offering customer service in multiple languages or providing information in a way that is accessible to customers with disabilities. This level of understanding and empathy can help businesses provide more effective and personalized support to their customers.
Here’s how I’m thinking about and practicing cultural competency in my new role:
Accepting that I have a blind spot. The first step in cultural competency is acknowledging the knowledge gap. I know business is done differently in different parts of the world, based on cultural norms. And since I’ve never had to do business here, I had to accept there would be a learning curve for me.
Asking for help. I knew I needed perspective and to learn how things worked differently so I asked people in my network I knew and trusted. They in turn introduced me to locals who shared what doing business in the UK and throughout Europe was like.
Remain curious. I don’t want to frame my view with stereotypes so I remain curious about the cultural and business norms here. After all, a city like London, where I’m based, is a cultural melting pot in and of itself.
In conclusion, cultural competency is a crucial aspect of customer success in today's diverse and globalized business world. By understanding and valuing the unique needs and perspectives of customers, businesses can build stronger relationships, improve customer satisfaction, and better serve the needs of their diverse customer base. Companies that invest in cultural competency will likely see significant benefits in terms of customer success and overall business success.
The Success League is a customer success consulting firm that builds and develops customer success programs, and offers certification programs for both CS Leaders and CS Professionals. Visit TheSuccessLeague.io for a full list of offerings.
Ejieme Eromosele - Ejieme is a career customer advocate and advises companies on customer-led growth. As VP of Customer Success & Account Management at Quiq, she helps the world’s best brands grow awareness, increase sales and lower customer support costs through conversational AI and messaging. Prior to Quiq, she was Managing Director of Customer Experience at The New York Times and spent over 8 years in management consulting at PwC and Accenture. She has a BA in Economics and an MBA from NYU.