CUST104: Business Communications

2.2: Customer Service and Multicultural Audiences

• Business Communication for Success: "18.2 How to Understand Intercultural Communication"

  After you have read section 18.2, respond to questions 1a, 1b, and 1c in the exercises section. Then, read the responses presented beneath. This activity will illustrate how important it is that you absorb the additional information on cultural issues covered in this unit.
  

• 2.2.1: Understanding Cultural Communication in Customer Service

  • P. Wynn Norman's adaptation of Steven R. Van Hook's "Working with Customer Diversity" Page

    This article provides an overview of cultural diversity in the customer service industry.
    

  • Intercultural Service Research: "Customer Service Encounters and Culture" Page

    Read this article, paying particular attention to the two sets of performance gaps mentioned near the end that explain common failures involving intercultural communication in customer service.

• 2.2.2: Assessing the Impact of Cultural Traits on Communication

  • International Business: "3.3: Understanding How Culture Impacts Local Business Practices"

    As you read, pay particular attention to the box "Spotlight on Impact of Culture on Business in Latin America."

  • Carol Kinsey Goman's "Venus, Mars, and Workplace Communication" Page

    Read this article to gain a greater understanding of the different ways in which men and women communicate. As you review these traits, consider how you can begin to apply your new knowledge in the workplace and more effectively interact with your co-workers.

  • Project IDEA: "Effective Cross Cultural Communication" Page

    This video addresses the challenges and misunderstandings that cultural differences can create between people. It explicitly describes the kind of problems that can occur and identifies appropriate ways to respond. Throughout this video, the speaker asks her audience to respond to the slides she presents. Take a moment to respond, too. It may be best to pause the video while you think about your response so that you don’t miss what the speaker says next.
    

• 2.2.3: Developing Cultural Competency

  • Lowell C. Matthews and Bharat Thakkar's "The Impact of Globalization on Cross-Cultural Communication" File

    As you read this article, consider the implications for ensuring successful business practices across cultures. Pay particular attention to the cross-cultural communications study and the ways in which cultural measures are related to country of residence.
    

  • Boundless Communications: "Understanding Bias in Language" Page

    As you read this article, consider the ways in which you own patterns of speech reflect your cultural biases, even if you do not express these intentionally. Pay special attention to the section about removing any biases from your communications.