Latest News  

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

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.

The Culture Value Chain - with Frost & Sullivan

A profitable approach to customer service through agent engagement
Download the white paper

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:

0 COMMENTS ^ Go back to Top
WRITE A COMMENT ^ Go back to Top
Your email address will not be published.
Validation Code
Deloitte: Executives are optimistic about Industry 4.0 but lack confidence in their organizations' influence and preparedness

Senior business executives and government agency leaders from around the world lack confidence in their organizations' readiness to influence and harness the opportunities offered by the Fourth Industrial Revol

 Read Full article »
Deloitte study reveals Romania's young talents look for organizations in which they matter

Only 15.6 per cent of Romanian millennials think that university graduates in the country are well prepared for professional work. However, 75 per cent of the Romanian students wish to continue their education

 Read Full article »
DB Global Technology kicks off the third edition of DB Tech School

DB Global Technology, the technology center of Deutsche Bank in Bucharest, is preparing for the third edition of DB Tech School, a training program for Java specialists, the company announced.

 Read Full article »
Atos joins global cybersecurity initiative Charter of Trust

Atos, along Enel and AES Corporation joined Charter of Trust, a global cybersecurity initiative. The announcement has been made during this year's 2018 CERAWeek conference in Houston.

 Read Full article »
Luxoft appoints Bogdan Pelinescu as Managing Director for Central Europe

Luxoft Holding, global IT service provider, today announced that starting from March 1, 2018 Bogdan Pelinescu will become its Managing Director for Central Europe.

 Read Full article »
NTT Data Romania leases 2.800 sqm in the third building of Openville Timisoara

The Iulius Company and NTT Data Romania, one of the top providers of software solutions and in Romania, signed a lease agreement for premises in the third class A office building currently pending development i

 Read Full article »
CTP operates five of the Top 10 industrial buildings with BREEAM in-Use certification

The company CTP is continuing its efforts to support permanent, sustainable development and is continuously building top-of-the-line spaces, which are presented with various noteworthy awards. It currently owns

 Read Full article »
The Romanian Unicorn: UiPath raises around 120 mln dollars investment for software robots for internal business tasks

TechCrunch has learned that Romanian RPA developer UiPath, a startup that builds ‘software robots' for enterprises to help automate legacy and back-office functions, has raised a Series B round of funding th

 Read Full article »
ABSL Cluj-Napoca Business Mixer 2018: Transformations, innovations and continuous improvements in the BPO space

ABSL organized the 3rd edition of Cluj-Napoca Business Mixer on February 27. More than 70 people coming from over 30 companies were present at the event, eager to learn more about the transformations, innova

 Read Full article »
National Statistics Institute: The weight of innovative enterprises scaled down 2.6 per cent between 2014 and 2016

Innovation in Romanian enterprises dropped in the period 2014-2016 compared to the period 2012-2014, according to the provisional results of the statistical survey on innovation in industry and services. Large

 Read Full article »
» Molson Coors started to grow its busin...
» Romania, Europe's third and world's 13...
» Saxo Bank analysis: Romania, the ideal...
» Committed to growth
» New customer contact centre opens at B...
» Why AFI Tech Park is the best value fo...
» Genpact's COO: Staying ahead of the cu...
» Oracle reaches 4,200 employees and pla...
» LeasePlan to open service center in Bu...
SAP's ten prediction for HR in 2018

The beginning of each year comes with the leaders' prediction in different interest fields. When it comes to human capital management (HCM), most predictions tend to be variations of the same things, accordin

 Read Full article »
Accenture: Company culture is key to unlocking gender equality and narrowing pay gap

New research from Accenture has identified 40 workplace factors that create a culture of equality – including 14 factors that matter the most. The research, published today in the company's "Getting to Equal

 Read Full article »
Romanian Outsourcing & Shared Services Summit at its fourth edition on March 22

OUTSOURCING TODAY, the integrated communication platform of the business services sector, presents the Fourth Edition of Romanian Outsourcing & Shared Services Summit on March 22nd at Hilton Hotel, Bucharest. T

 Read Full article »
Romanian employers forecast the most subdued hiring pace since Q1 of 2016

The Q2 of 2018 hiring perspectives are positive, but trend moderately weaker both quarter-over-quarter and year-over-year

 Read Full article »
IT&C companies are the first for renting new office space

The IT&C sector ranks first in the top of fields renting new office space in 2017, study of ESOP I Corfac International consulting company says.

 Read Full article »
Latest News  
about us | newsletter | contact | members area
Copyright © 2015 by Diplomat Media Events Design by Diplomat Media Events