Observe Cultural Difference of Customers 2

OBSERV ECULTURAL DIFFERENCE OF CUSTOMERS
LEARNER GUIDE
OBSERVE CULTURAL DIFFERENCE OF CUSTOMERS
Published by
HEART TRUST/NATIONAL TRAINING AGENCY
Produced by
Learning Resources Development Unit

Gordon Town Road
Kingston 7
Jamaica W.I.
This material is protected by copyright ©. Copying this material or any part of it by any means,
including digital or in any form is prohibited unless prior written permission is obtained from the
HEART Trust/NTA.
© 2017
LRDU-LG-BSBDIV0011A-1.0
August 2017 1
TABLE OF CONTENTS
PAGES
Introduction .................................................................................................................. i
Welcome ............................................................................................................ i
This Competency Unit ......................................................................................... i
Before you Start ................................................................................................. ii
Planning your Learning Programme .................................................................... ii
Self-Assessment Checklist .................................................................................... iii
How to use this Learner Guide ............................................................................ v
Using the Computer and Other Resources .......................................................... vi
Methods of Assessment ..................................................................................... vii
Quality Assurance ............................................................................................. vii
Section 1 Apply An Awareness of Culture As a Factor in

all Human Behaviour ..............................................................................2
Self-Assessment Checklist .....................................................................................5
Section 2 Reflect on own perspectives....................................................................6
Self-Assessment Checklist .....................................................................................9
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Section 3 Promote Understanding and Minimize

Conflict Across Diverse Groups .............................................................. 10
Self-Assessment Checklist ................................................................................... 15
Section 4 Communicate Effectively With Culturally

Diverse Persons..................................................................................... 16
Self -Assessment Checklist ..................................................................................20
August 2017 3
LG – BSBDIV0011A:
OBSERVE CULTURAL DIFFERENCE
OF CUSTOMERS
INTRODUCTION
Welcome
Welcome to the Learner Guide for Unit of Competency, “Observe Cultural Difference of
Customers”. This is just one of a number of Learner Guides produced for the Business
Services Industry, and it is designed to guide you, the learner, through a series of learning
processes and activities that will enable you to achieve the specified learning outcomes
for the competency unit.
The content of this guide was developed from the Competency Standard BSBDIV0011A,
which is one of the basic building blocks for the National Vocational Qualification of
Jamaica (NVQJ) certification within the industry. Please refer to your Learner Handbook
for a thorough explanation of standards and competencies, and how these relate to the
NVQJ certification.
You are also advised to consult the Competency Standard for a better understanding of
what is required to master the competency.
This Competency Unit
“Observe Cultural Difference of Customers” addresses the knowledge and skills required
for effectively observing cultural difference of customers. The competency unit is
comprised of the following elements:
Element 1: Apply an awareness of culture as a factor in all human behaviour

Element 2 Reflect on own perspective
Element 3 Promote understanding across diverse groups
Element 4 Communicate effectively with culturally diverse persons
Element 5 Resolve cross-cultural misunderstanding
August 2017 i
As you go through each element, you will find critical information relating to each of
them. You are advised to study them carefully so that you will be able to develop the
necessary knowledge, skills and attitudes for providing table service of alcoholic
beverages.
Before you start
Before you start this Learner Guide, you need to:
a. Obtain a Learner’s Logbook that will be used to record evidence of your new
skills/competence. As you demonstrate your new skills, record your activities and
have your learning facilitator sign off on them. This will allow you provide evidence
of your competence when you are being assessed against the competency standard
b. Ensure that you have access to the facilities and equipment necessary for learning
c. Ensure that your learning resources are available
d. Know and observe the occupational health and safety standards/practices for the
industry. For example, ensure that you are wearing suitable clothing, that tools and
equipment are safe, and that the correct safety equipment is used
e. Plan your learning programme (see below)
f. Understand how to use this Learner Guide (see below)
Planning your Learning Programme
The following self-assessment checklist will assist you in planning your learning
programme, as it will help you to think about the knowledge, skills and attitudes needed
to demonstrate competency in this unit. As you go through the checklist, you will be able
to find out what competencies you have already mastered, and which ones you will
need to pay more attention to as you go through the learning process.
To complete the checklists simply read the statements and tick the ‘Yes’ or ‘No’ box.
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Self-Assessment Checklist
Observe Cultural Difference of Customers
Element 1 Apply an Awareness of culture as a factor in

All human behaviour Yes No
1. I can follow work practices that are culturally appropriate ( ) ( )
2. I can follow work practices that create a culturally and

psychologically safe environment for all persons ( ) ( )
3. I can review and modify work practices in consultation with

persons from diverse cultural backgrounds ( ) ( )
Element 2 Reflect on Own Perspectives Yes No
1. I can identify and reflect on my own social and cultural

perspectives and biases ( ) ( )
2. I can work with awareness of my own limitations and social

awareness ( ) ( )
3. I can use reflection to support my own ability to work with

and understand of others ( ) ( )
4. I can identify and act on ways to improve myself and my

social awareness ( ) ( )
5. I can seek assistance from interpreters or other persons

according to communication needs ( ) ( )
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Element 3 Promote understanding and minimize conflicts across

diverse groups Yes No
1. I can communicate and interact effectively in a cross-cultural

work environment ( ) ( )
2. I can make an effort to sensitively resolve differences, taking

account of diversity considerations ( ) ( )
3. I can address any difficulties with appropriate people and

seek assistance when required ( ) ( )
Element 4 Communicate effectively with culturally diverse

Persons Yes No
1. I can demonstrate respect for cultural diversity in

communication with clients, their families, staff, customers, and
others ( ) ( )
2. I can use specific strategies to eliminate bias and discrimination,

in dealing with clients and co-workers
( ) ( )
If you ticked all or most of the ‘Yes’ boxes, then you might not need to go through the
entire guide. Ask your learning facilitator to assist you in determining the most
appropriate direction for this competency.
If you ticked a few of the ‘Yes’ boxes or none at all, then you should work through the
entire guide, even though some elements of the material may be familiar to you.
Plan your learning based on your answers. Be sure to involve your learning facilitator in
the planning process.
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How to use this Learner Guide
This Learner Guide is designed to assist you in working and learning at your own pace.
We suggest that you:
 Go through the sections/elements as they are presented (starting at Section 1)
 Check your progress at each checkpoint to ensure that you understand the
material
 Observe the icons and special graphics used throughout this guide to remind you
of what you have to do to enhance your learning. The icons and their meanings
are as follows:
Complete Assessment Exercise

This exercise requires you to think about the knowledge
and skills that you have or will develop in this competency
unit.
Key Concepts Box

Words/phrases are defined or explained in this box. The
words/phrases being explained are in bold print.
Checkpoint
This denotes a brain teaser and is used to check your
understanding of the materials presented. No answers are
provided for the questions asked
Activity
This denotes something for you to do either alone or with
the assistance of your learning facilitator.
Reference
This points you to the reference materials and other
support documents or resources used in compiling the unit
content.
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 Ask your learning facilitator for help if you have any problems with the
interpretation of the content, the procedures, or the availability of resources
 Stop and complete each activity as you come to it. If the activity requires you to
perform an actual task, be sure to tell your learning facilitator when you get to
that activity so that he/she can make arrangements
 Get your learning facilitator to sign and date the Learner Logbook when you have
completed an activity
 Read the summary and complete the self-assessment checklist at the end of each
section or element
When you have worked through all sections of the guide, complete the assessment
exercise at the end of the document. When you can tick every ‘Yes’ box, you are ready
for assessment and may ask your learning facilitator to assist you in making the
arrangement to have your performance assessed.
Using the Computer and Other Resources
Where your activities refer you to the library, computer and Internet resources, ask your
learning facilitator to assist you with locating these resources. If you are getting your
training in an institution, there may be a library and computer laboratory. If this is not
the case, visit the local library and find out what resources are available.
If you are unable to use the computer and the Internet, someone should be able to show
you how to use these resources.
Please note that in many of your activities you have been referred to information on the
Internet. This is because the Internet has a vast amount of information that can help you
acquire the particular competencies. We would like to advise you, however, that we
cannot guarantee that all the sites will be available when you need them. If this happens,
ask your learning facilitator to assist you with locating other sites that have the
information you require.
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Methods of Assessment
Competency will be assessed while work is being undertaken under direct supervision
with regular checks, but may include some autonomy when working as a team. You are
advised to consult the associated competency standard for further details relating to the
assessment strategies.
Methods include:
 Practical demonstration
 Oral presentation
Quality Assurance
A feedback form is included at the back of each Learner Guide, so all users are afforded
the opportunity to document their concerns pertinent to the various aspects of the guide.
Such concerns will assist in the review process of the Learner Guides. Users are
encouraged to cut out the form, complete and submit same to the address provided.
You may now start your learning. Have fun while you work!
August 2017 vii
LG – BSBDIV0011A:
OBSERVE CULTURAL DIFFERENCE OF
CUSTOMERS
This unit is divided into five elements:

1. Apply an awareness of culture as a factor in all human behaviour
2. Reflect on own perspective
3. Promote understanding across diverse groups
4. Communicate effectively with culturally diverse persons
5. Resolve cross-cultural misunderstanding
Introduction to Observe Cultural Differences of Customers
Globalization plays an integral role in how we

KEY CONCEPT
communicate with business associates, employees,
and customers. Cultural differences may also result in Culture
misunderstanding and loss of valuable customers.
This is the way of life of a
Businesses no longer have localized customers;
group of people; it
instead, their customers are from different parts of
includes the values, norms,
the world. Outsourcing of customer service and
and traditions that affects
labour to other countries is a major aspect of
the way members of a
businesses today. Outsourcing of customer service
particular group behave,
has given rise to Business Process Outsourcing
think, interacts, and make
industry in Jamaica and other countries.
decisions.
International borders no longer exist when it comes to
business in this globalized economy. As such,
business operators and their employees are forced to deal with cultural diversity in the
workplace. Employees need to understand the cultures of various countries such as
United States of America, Canada, and Europe.
In dealing with individuals from such diverse cultural backgrounds, it becomes very
important for business operators to ensure that their employees are aware of, and can
deal with customers from different backgrounds. This is significant to the success of any
business; employees and owners have to be able to communicate with stakeholders from
LRDU- LG– BSBDIV0011A -1.0 1

August 2017
other countries. Observing cultural differences will dictate the level of success that a
particular business will achieve.
Key Concepts
 Diversity
 Global organizations
 Global learning
 Cultural competence
 Expatriate employees
ELEMENT 1 APPLY AN AWARENESS OF CULTURE AS A FACTOR IN

ALL HUMAN BEHAVIOUR
Learning Outcomes
Upon completion of this element, you should be able to:
1. Follow work practices that are culturally appropriate
2. Follow work practices that create a culturally and psychologically safe
environment for all persons
3. Review and modify work practices in consultation with persons from diverse
cultural backgrounds
Follow Work Practices that are Culturally Appropriate/Follow Work Practices that Create
a Culturally and Psychologically Safe Environment for all Persons
Globalization has resulted in cultural competence becoming one of the most important
skills that a prospective employee should possess in order to function effectively and
efficiently in the 21st century workforce.
Cultural competence is an individual’s ability to communicate and interact effectively

with persons from various cultural backgrounds. In order to understand other cultures, an
individual has to understand his or her own culture, be knowledgeable of other cultural
practices and worldviews, and possess a tolerant attitude towards cultural differences and
cross-culture skills.

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An individual’s cultural orientation impacts the way he or she thinks, makes decisions,
interacts, and behaves. Employers can implement cultural training as part of the
orientation of new recruits. Policies that are related to interacting with persons with
cultural differences need to be established in workplaces. Employers need to ensure that
their employees are capable of understanding, communicating with and interacting with
persons from different cultural backgrounds in an effective and efficient manner. Cultural
differences may impact the following:
 Oral and written communication

 Working in teams
 The concept of time or punctuality
 Time-zone differences
 Calendar and events
Persons can be culturally different in terms of:
 generations
 education
 ethnicity
 personal background
CHECKPOINT
1. Explain the concept of culture.
2. What is cultural competence?
3. Outline some areas in the workplace that can be impacted by

cultural differences.

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Review and Modify Work Practices in Consultation with Persons from Diverse Cultural
Backgrounds
As the workplace expands and the cultural dynamics change,
employers will need to review and modify work practices to
suite the changing needs of its internal and external customers.
It is recommended that whenever changes are being made to
cultural practices in the workplace, individuals with diverse
cultural backgrounds be included. It is also an excellent idea to
include persons from the different cultural groups in your
organization. This will ensure that the needs and interests of
each group are given equal consideration. Additionally, no one
understands a culture better than the persons who are part of
the particular culture. Having a culturally diverse team
reviewing cultural issues will enhance efficiency and
effectiveness.
CHECKPOINT
1. Why do you believe it is important to include individuals

from each cultural group within the organization to assist in
reviewing and making changes to cultural practices in the
workplace?
ACTIVITY
Draft an outline for a session that you are planning, in which

you will review and modify existing cultural practices in your
workplace. Be as detailed as possible, taking into account the
presence of representatives from each cultural group within the
organization.

August 2017
References
1. Alpert, R. T. (2015). Cultural Diversity in the Workplace,

Part 1. Retrieved from http://www.diversityresources.com/cultural-
diversity-workplace/
2. George, M. J. & Jones, G. R. (2005).Understanding and managing

organizational behavior (4th ed.). Upper Saddle River, NJ: Prentice Hall.
3. Mayhew, R. (2017). Examples of Cultural Differences in the Workplace.

Retrieved from http://smallbusiness.chron.com/examples-cultural-differences-
workplace-11494.html
READY TO ASSESS YOUR COMPETENCE?

Now that you have completed this element, check if you have fully grasped all
the components by doing the following self-assessment:
Self-Assessment Checklist Yes No
1. I can follow work practices that are culturally appropriate ( ) ( )
2. I can follow work practices that create a culturally and

psychologically safe environment for all persons ( ) ( )
3. I can review and modify work practices in consultation with

persons from diverse cultural backgrounds ( ) ( )

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ELEMENT 2 REFLECT ON OWN PERSPECTIVES
Learning Outcomes
 Identify and reflect on own social and cultural perspectives and biases
 Work with awareness of own limitations in self and social awareness
 Use reflection to support own ability to work with and understand others
 Identify and act on ways to improve self and social awareness
 Seek assistance from interpreters or other persons according to communication
needs
Identify and Reflect on Own Social and Cultural Perspectives and Biases/ Use Reflection
to Support Ability to Work Inclusively and with Understanding of Others/Identify and
Act on Ways to Improve Self and Social Awareness
As individuals, we may possess our own cultural perspectives that may include biases
towards the culture of other groups. To become an effective and efficient worker in a
culturally diverse workforce, we have re-evaluate our thinking, re-teach ourselves, and
adjust our attitudes as required by the demands of the workplace.
Various expectations and norms (culture) are imposed in the workplace, to ensure its
effectual performance in this global and competitively challenging environment. Even
though we would like to act in accordance with our preferences and goals, we need to
realise our responsibilities and obligations as employees.
To make meaningful contributions to the company to
which we are employed, we have to adapt to its value
system. We have to adhere to their policies,
procedures, preferred cultural practices, and established
standard operating procedures. Cultural diversity in the
workplace demands that we work cooperatively with,
and understand how to interact professionally with
numerous individuals from different backgrounds.
To eliminate our personal biases, we need to take proactive steps to improve our social
and cultural awareness. The workplace is a learning environment and we need to have
an open-mind and be willing to negotiate this complex knowledge system in an attempt
to broaden our own experience socially and culturally.

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Participation in work activities and the interaction among employees will require our
individual and social experiences. Employees need to develop a mind-set that allows us
to engage, construe, and construct value lessons or experiences from the workplace.
CHECKPOINT
1. How can we adjust our cultural and social biases in order
to make meaningful contributions in the workplace?
2. How might personal reflection assist us in working with

individuals with different cultural backgrounds?
Work with Awareness of Own Limitations in Self and Social Awareness/Seek Assistance
from Interpreters or Other Persons According to Communication Needs
Two of the main limitations cultural differences are
KEY CONCEPT language or communication and the ability to interact
socially with individuals with different cultural
Global organizations
orientations. Employees should be aware of the
Organizations that have business limitations of self in order for corrective measures to
dealings/associations with be implemented.
companies in multiple countries
and regions across the world.
When you are aware of your own limitation(s), it
propels you to seek appropriate assistance. For
example, not many individuals are bilingual or
multilingual; global organizations consist of employees from multiple countries who may
speak different languages. In many instances, employees or even employers may require
the assistance of an interpreter. It is advisable that companies that are made up of a
diverse cultural workforce ensure that the workforce includes individuals who are able to
communicate in multiple languages; simply put, interpreters.
Cultural competence is becoming increasingly important in businesses. Their level of
success in international trade depends on the level of customer service which includes the
interaction between internal and external customers. Companies should devote resources
towards training their internal customers to interact smoothly and enjoy a positive cross-
cultural experience.

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CHECKPOINT
1. What is cross-culture?
2. How can companies enable their employees to have a
smooth cross-cultural experience when interacting with
external customers from different cultural backgrounds?
ACTIVITY
You are an agent at Chin’s Customer Engagement Centre. A
customer calls to make an enquiry. However, the customer is
speaking an unidentified language.
Role-play the scenario to demonstrate how you would handle
the situation.
References

Part 1. Retrieved from http://www.diversityresources.com/cultural-diversity-
workplace/
2. Billett, S. (2004). Workplace participatory practices: Conceptualising

workplaces as learning environments. Journal of Workplace Learing, 16(6),
312–324.
3. Billett, S.,Smith, R., & Barker, M. (2005). Understanding work, learning and
remaking of cultural practices. Studies in Continuing Education 27(3), 219–237.


August 2017
5. Investopedia. (2017). Cross Culture. Retrieved from

http://www.investopedia.com/terms/c/cross-sell.asp
6. Jarmics, P. G. D. (2014). Understanding Cross Cultural Limitations. Retrieved

from https://www.linkedin.com/pulse/20140815171728-22455424-
understanding-cross-cultural-limitations


Now that you have completed this element, check if you have fully grasped all the
components by doing the following self-assessment:
1. I can identify and reflect on own social and cultural perspectives

and biases ( ) ( )
2. I can work with awareness of my own limitations in self and social

awareness ( ) ( )
3. I can use reflection to support my ability to work cooperatively and

with understanding of others ( ) ( )
4. I can identify and act on ways to improve myself and social

awareness ( ) ( )
5. I can seek assistance from interpreters or other persons according to

communication needs ( ) ( )

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ELEMENT 3: PROMOTE UNDERSTANDING AND MINIMIZE

CONFLICT ACROSS DIVERSE GROUPS
Learning Outcomes
1. Identify issues that may cause communication misunderstandings or other

difficulties
2. Consider the impact of social and cultural diversity where difficulties or
misunderstandings occur
3. Make an effort to sensitively resolve differences, taking account of diversity
considerations
4. Address difficulties with appropriate people and seek assistance when required
Communicate and Interact Effectively in a Cross-cultural Work Environment
Globalization plays an integral role in how we

communicate with business associates, employees,
and customers. It has been found, however, that at
times, there are communication misunderstandings
in diverse environments, that work to the
detriment of all parties involved. Cultural
differences may result in misunderstandings and
loss of valuable customers. Non-verbal
communication such as our body language, tone
and volume of voice can send mixed signals. Some words are interpreted differently,
depending on the cultural orientation of the individuals.
Additionally, technical words need to be clarified because a word may appear to be
correct, when it is used incorrectly. The spelling of names and certain words are also
culturally influenced; improper spelling can result is serious miscommunication.
Employees need to be aware of the jargon that are used in the various industries because,
more often than not, you will be required to communicate across industries and cultures.

August 2017
There are times when a misinterpretation might occur because the message is distorted by
our dialect or accent or cultural filter. Incomprehension is also possible because the
underlying values are not stated explicitly and so the individuals who are listening to the
message fail to grasp the full meaning.
Other issues that may cause misunderstanding include:

 Cultural ignorance and insensitivity
 Cultural incompetence
 Differences in cultural practices
 Misunderstanding or conflict between different groups
- Ethnic
- Religious
- Nationalities
 Differences in perceptions
 Communication styles
 Approaches to completing tasks
 Attitudes towards conflict
 Decision-making styles
Effective communication requires that the recipient of your message interprets it in the
manner that you intended. As such, you need to verify the meaning, pronunciation, and
spelling of names and technical terms before you include them in your communication—
verbal and non-verbal.
CHECKPOINT
1. What are some factors that may contribute to
misunderstanding in cross-cultural communication?
2. How can you minimize cross-cultural miscommunication?

August 2017
ACTIVITY
Discuss with your peers, some advantages that a company
may reap if there is smooth cross-cultural communication
between internal and external customers.
Make an Effort to Sensitively Resolve Differences, Taking Account of Diversity

Considerations/Address any Difficulties with Appropriate People and Seek Assistance
when Required
Regardless of how effectively and efficiently you may be in working in a cross-cultural

workplace, there are times when difficulties may arise and you will need to resolve them
sensitively. If you happen to find yourself in any difficulties, you need to address these
with the relevant persons and seek appropriate assistance as required.
Culture is learned overtime. Consequently, it can also take a long time to rid yourself of
personal and social biases. Differences in our value system and our norms sometimes
interfere with our interaction and cause others to misinterpret our intended message and
this can become a major issue; again, because of our cultural differences.
Misunderstanding can also take place when we use certain words, or gestures, that have
different meanings in other cultures, in a social context.. Cross-cultural challenges may
involve:
 Name calling
 Using offensive language
 Making rude comments about someone’s ethnicity, culture, or religion
 Ridiculing someone based on his/her appearance
 Teasing
 Shouting/abusing/aggressive language
 Excluding, isolating, or ignoring others

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Individuals may react differently based on the level of sensitivity he or she experiences or
his or her cultural background; this may include:
 Being angry
 Sad
 Ashamed
 Frightened
 Isolated
 Intimidated
If cross-cultural difficulties arise you should:
 Apologize to the individual in a calm and respectful manner

 Seek the assistance of a co-worker, preferably a supervisor
If you are at the receiving end of the offense, you may:
 Be calm and try to avoid responding in an emotional manner

 Promptly inform the offender of your feeling regarding the behavior
 If the individual apologizes, accept the apology, if not, let it go for that particular
action
 If the action happens again, seek assistance from an appropriate person such as a
supervisor
CHECKPOINT
1. How might insensitivity affect cultural differences in the
workplace?
2. What are some challenges that cause conflict in the

workplace?
3. Outline possible steps that may be taken to resolve

cultural misunderstandings.

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ACTIVITY
Carefully examine the following situations and explain how you

would deal with EACH:
1. Joe makes jokes that demean or stereotype people from other

cultures.
2. Sam, who views time as flexible, is regularly late to

appointments and meetings.
3. Gail, your work mate, gets upset when Bob calls her using his
index finger.
References


312–324.
4. FitzGerald, H. (1996). Misunderstanding in cross-cultural communication.

Australian Review of Applied Linguistics 19(1), 21–37.



August 2017



1. I can communicate and interact effectively in a cross-cultural

work environment ( ) ( )
2. I can make an effort to sensitively resolve differences, taking

account of diversity considerations ( ) ( )
3. I can address any difficulties with appropriate people and seek

assistance when required ( ) ( )

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ELEMENT 4 COMMUNICATE EFFECTIVELY WITH CULTURALLY

DIVERSE PERSONS
Learning Outcomes
1. Demonstrate respect for cultural diversity in all communication with clients, their
families, staff, customers, and others
2. Use communication constructively to develop and maintain effective relationships,
mutual trust, and confidence
3. Eliminate bias and discrimination in dealing with clients and co-workers
4. Use verbal and non-verbal communication constructively to establish, develop,
and maintain effective relationships, mutual trust, and confidence
5. Use specific strategies to eliminate bias and discrimination in dealing with clients
and co-workers
6. Identify issues that may cause conflict
7. Consider cultural differences if difficulties or misunderstandings occur
8. Make effort to sensitively resolve differences, taking account of cultural
considerations
9. Address difficulties with appropriate people and seek assistance when required
Demonstrate Respect for Cultural Diversity in all Communication with Clients, their
Families, Staff, Customers, and Others
Cross-cultural communication is a crucial aspect of today’s global businesses and, as we
learned in the previous sections, misunderstandings are major issues that can cause
potentially devastating economic ramifications on a business. Given the major role that
globalization is playing in businesses, cross-cultural communication in the business
industry is inevitable.
Regardless of personal, social, and cultural biases,
internal and external customers will have to work
together in an effective and efficient manner in
order for the firm to expand and increase
performance. Employees need to display a high
level of professionalism in the workplace; when
they are confronted with issues of cultural
diversity, they must demonstrate respect for the
cultural beliefs and practices of others. Employers
must seek to ensure that their employees are

August 2017
culturally competent and capable; they can invest resources to train their employees in
communicating and interacting with individuals from different cultures.
Employees need to be aware of the languages, beliefs, practices, and idiosyncrasies of

cultures across the globe. Verbal and non-verbal communication styles can cause major
embarrassment for both employees, customers, and employers. See previous section
(Promote Understanding and Minimize Conflict across Diverse Groups) for more details
on verbal and non-verbal communication across cultures.
Ignorance or lack of knowledge can also cause discomfiture between individuals or even
companies. If you are uncertain of how to approach a particular situation, you need to
seek assistance whether from a colleague or through informal research. This can alleviate
unnecessary headache and awkwardness.
CHECKPOINT
1. What are some unintentional acts that an employee can
display that may cause severe disrespect to someone who
is of a different cultural orientation?
2. What can employees and employers do to minimize or

prevent cultural disrespect?
Use Specific Strategies to Eliminate Bias and Discrimination in Dealing with Clients and
Co-Workers
Biases and discrimination occur at various levels in the workplace even though employers
may tell you that they work hard to implement established policies and procedures to
prevent these occurrences. Sometimes an act that seems innocent can quickly escalate
into discrimination. For example, an employee who heats the fish, that he/she takes from
home for lunch, in the lunchroom microwave, may feel self-conscious when a co-worker
mentions the pungent odor. You have to be careful how you talk to co-worker about
the fish because his choice of food may be based on his/her religion, culture, or medical
condition.

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Workplace biases can be manifested in countless ways, including the following:
 Culture
 Sexuality
 Gender
 Race
 Marital status
 Age
 Parental status
 Religion
 Socio-economic status
To eliminate bias and discrimination in the workplace employ the following strategies:
 Identify unconscious biases

 Create and establish a policy that focuses on diversity and promotes cultural
inclusion
 Establish and implement formal training sessions in an attempt to educate
employees on best practices for bias and discrimination.
 Have employees take turns and chair some of these training sessions for the entire
staff
 Offer incentives to employees who make an effort to educate themselves and
incorporate what they learn in the workplace
 Integrate bias and discrimination training in the orientation of new employees
CHECKPOINT
1. Define the terms bias and discrimination.
2. Outline how employees may reduce bias and
discrimination in the workplace.
3. What are some actions that can be viewed as bias or

discriminatory?

August 2017
ACTIVITY
Research and lead a discussion on discrimination in the
workplace. Ensure that you explain the following:
 the meanings of the terms

 how it can affect employees, employers, and the
company
 steps that can be taken to minimize or eliminate it.
References


312–324.
4. Dupuy, M. (2017). How to Eliminate Bia =s and Discrimination in the

Workplace. Retrieved from https://www.acrew.co/blog/how-to-eliminate-bias-
and-discrimination-in-the-workplace/
5. FitzGerald, H. (1996). Misunderstanding in cross-cultural communication.

Australian Review of Applied Linguistics 19(1), 21–37.



August 2017

9. Levit, A. (2012). Eliminating Bias in the Workplace. Retrieved from

https://www.americanexpress.com/us/small-
business/openforum/articles/eliminating-bias-in-the-workplace/

11. Sherwood, K. (2016). 10 Way You Can Reduce Bias in the Workplace.
Retrieved from http://www.infoprolearning.com/blog/10-ways-you-can-
reduce-bias-in-the-workplace/


1. I can demonstrate respect for cultural diversity in communication
with clients, their families, staff, customers, and others ( ) ( )
2. I can use specific strategies to eliminate bias and discrimination in

dealing with clients and co-workers ( ) ( )

August 2017
Learning Reources Development Department

Learning Resources Development Unit
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August 2017

Observe Cultural Difference of Customers 2

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OBSERV ECULTURAL DIFFERENCE OF CUSTOMERS

HEART TRUST/NATIONAL TRAINING AGENCY

Learning Resources Development Unit

This Competency Unit ......................................................................................... i

Before you Start ................................................................................................. ii

Planning your Learning Programme .................................................................... ii

Self-Assessment Checklist .................................................................................... iii

How to use this Learner Guide ............................................................................ v

Using the Computer and Other Resources .......................................................... vi

Methods of Assessment ..................................................................................... vii

Quality Assurance ............................................................................................. vii

Section 1 Apply An Awareness of Culture As a Factor in

Self-Assessment Checklist .....................................................................................5

Section 2 Reflect on own perspectives....................................................................6

Self-Assessment Checklist .....................................................................................9

Section 3 Promote Understanding and Minimize

Self-Assessment Checklist ................................................................................... 15

Section 4 Communicate Effectively With Culturally

Self -Assessment Checklist ..................................................................................20

This Competency Unit

Element 1: Apply an awareness of culture as a factor in all human behaviour

Before you start

Before you start this Learner Guide, you need to:

c. Ensure that your learning resources are available

e. Plan your learning programme (see below)

f. Understand how to use this Learner Guide (see below)

Planning your Learning Programme

Element 1 Apply an Awareness of culture as a factor in

1. I can follow work practices that are culturally appropriate ( ) ( )

2. I can follow work practices that create a culturally and

3. I can review and modify work practices in consultation with

Element 2 Reflect on Own Perspectives Yes No

1. I can identify and reflect on my own social and cultural

2. I can work with awareness of my own limitations and social

3. I can use reflection to support my own ability to work with

4. I can identify and act on ways to improve myself and my

5. I can seek assistance from interpreters or other persons

Element 3 Promote understanding and minimize conflicts across

1. I can communicate and interact effectively in a cross-cultural

2. I can make an effort to sensitively resolve differences, taking

3. I can address any difficulties with appropriate people and

Element 4 Communicate effectively with culturally diverse

1. I can demonstrate respect for cultural diversity in

2. I can use specific strategies to eliminate bias and discrimination,

How to use this Learner Guide

We suggest that you:

 Go through the sections/elements as they are presented (starting at Section 1)

Complete Assessment Exercise

Key Concepts Box

Using the Computer and Other Resources

This unit is divided into five elements:

Introduction to Observe Cultural Differences of Customers

Globalization plays an integral role in how we

LRDU- LG– BSBDIV0011A -1.0 1

ELEMENT 1 APPLY AN AWARENESS OF CULTURE AS A FACTOR IN

Cultural competence is an individual’s ability to communicate and interact effectively

LRDU- LG– BSBDIV0011A -1.0 2

 Oral and written communication

Persons can be culturally different in terms of:

2. What is cultural competence?

3. Outline some areas in the workplace that can be impacted by

LRDU- LG– BSBDIV0011A -1.0 3

1. Why do you believe it is important to include individuals