Look Like Your Customers

The concept of diversity takes different forms in different cultures, but the ultimate goal for a company is to use diversity to increase its business value.

A recent article on Human Resources Online describes the diversity concept at Citi Singapore, and one item in particular really jumps out:

Our diversity mirrors the diverse client base that we serve and enables us to anticipate their needs, which is why Citi views diversity as a source of strength and a business imperative.

We often think about diversity in terms of affecting our inputs to the process — in other words, shaping the workforce — but we do not always think about the effect it can have upon customers and, ultimately, on our business success. The folks at Citi have realized that when they have a workforce that represents the diverse backgrounds and perspectives of their clients, they are better able to design products and services that meet those clients’ needs.

How about you? Are you in a good position to understand what your customers need, or does a lack of diversity limit your vision?