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2006 Diversity and the Customer Connection
The Public Affairs Group, March 2006
The survey was conducted online from December 2005 through February 3, 2006. Respondents answered the survey online.
The Customer Report by Diversity Best Practices
The Customer Connection is the best proof of the business case. Diversity Best Practices has interviewed several hundred companies and gained input from our members of the criticality of this issue. The premise is compelling: 1. Demonstrating bottom-line objectives by relating diversity to the new customer, the diverse market and 2. Relating the ethnic and multi-cultural marketing as diverse customers are the fastest segment of the economy is critical as this “nation turns.”
Customer connection proves extremely significant. 100% believe that the “customer connection” diversity focus provides a competitive advantage.
Highlights:
Customer connection proves extremely significant.
- 100% believe that the “customer connection” diversity focus provides a competitive advantage.
- 60.42% say that the diverse customer market within their corporate plan is important or extremely important.
- 59.8% say the diverse customer framework within their diversity mission is important or extremely important.
- 48.94% say their diversity strategy involves sales strategy for increasing market share. Comments included that this is changing as the market demographics are understood.
- Marketing leads the diverse customer activity with 29.55%, and 25% cite a combination of marketing, separate multi-cultural marketing team, sales, and the Diversity Office.
- 47.62% say that customer relations and the diversity department are aligned while 52.38% say they are not aligned.
Reporting demographic data of the new diverse customers:
- 63.41% report that the current demographic information of the new diverse customers is reported to the executive team.
- 43.59% report that the current demographic information of the new diverse customers is reported to the Board of Directors.
- 67.50% report that the current demographic information of the new diverse customers is reported to the diversity executive committee.
- 70.73% report they share the current demographic information of the new diverse customers with their diversity office.
- 61.11% report they share the current demographic information of the new diverse customers with their sales force.
- 77.14% report they share the current demographic information of the new diverse customers with their marketing office or department.
- 67.65% report they share the current demographic information of the new diverse customers with their advertising team.
- Those who rate segmented marketing to reach consumers as important or extremely important for each area are the following:
Consumers:
Women 70.59%
Hispanic 58.83%
African Americans 58.82%
Older People 51.51%
Youth 45.45%
Global 43.75%
GLBT 39.99%
Urban Markets 39.39%
People with Disabilities 34.38%
Asian Americans 31.17%
Immigrants 28.13%
Veterans 28.12%
Native American 26.47%
Faith Orientation 15.63%
Other Ethnic 30.00%
- 51.43% report training and education on the “new diverse customer” is tied to the diversity education program.
- 48.57% report they use network or affinity groups in targeted markets.
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