Cultural Diversity At Percepta

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Managing cultural diversity in an effective way can lead to a range of benefits. It allows you to enhance the synergy of a workforce and provide a sustainable competitive advantage in the market place.

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  • Synergy – whole is greater than the sum of its parts
  • that we would like to understand better so that we can increase skills, ideas and workplace performance through engagement and synergy so that we can increase customer loyalty, retention and customer service as well as their level of satisfaction with our performance and services we understand the need to be able to work with culturally diverse business prospects if we wish to have a competitive edge in that market
  • Organisations that can effectively manage cultural diversity and develop cultural competence can expect to experience benefits such as: by understanding the expectations and perceptions of customers
  • which ascertained the current cultural diversity levels within our workplace, along with our perceptions, attitudes and knowledge on cultural diversity itself. Such questions included ‘how many employees from your organisation come from culturally diverse backgrounds’, and ‘what are the challenges of having a culturally diverse workforce / customer base for your business’. that helped us illustrate and highlight the need for managing cultural diversity. It allowed us to explore the factors of cultural diversity that can impact, both positively and negatively, upon workplace productivity, group cohesiveness, and business outcomes.
  • Percepta (Australia) already has a focus on cultural diversity and inclusiveness:
  • Low context vs high context cultures – differences in approach, communication styles and methods, preference of management and leadership
  • Cultural Diversity At Percepta

    1. 1. Managing Cultural Diversity October 2009
    2. 2. Contents <ul><li>What is Cultural Diversity Management? </li></ul><ul><li>Why is it important? </li></ul><ul><li>What is the Business Case for Percepta Australia? </li></ul><ul><li>What are the Benefits? </li></ul><ul><li>Aim of the Percepta Project </li></ul><ul><li>External and Internal Environments </li></ul><ul><li>How to manage Cultural Diversity </li></ul><ul><li>Action Plan to reduce the gap </li></ul><ul><li>Case Study </li></ul><ul><li>Questions? </li></ul>
    3. 3. <ul><li>What is Cultural Diversity Management ? </li></ul><ul><li>It is the on-going process of incorporating the recognition of workforce and customer differences into all core business management functions, communications, processes and services to create a fair, harmonious, inclusive, creative and effective organisation. </li></ul><ul><li>It means effectively encapsulating the differences between individuals and utilising this synergy to improve the workplace. This often occurs through inclusion on problem solving tasks and processes, focussing upon differences and ideas as a tool to use in advanced problem solving. </li></ul>
    4. 4. <ul><li>Why is it important? </li></ul><ul><li>  </li></ul><ul><li>Managing cultural diversity in an effective way can lead to a range of benefits. It allows you to enhance the synergy of a workforce and provide a sustainable competitive advantage in the market place. </li></ul><ul><li>Human factors are one of the most central aspects to any profitable business. </li></ul><ul><li>Potential productivity - Faulty process (often human) = Actual productivity of your business </li></ul>
    5. 5. <ul><li>A workforce that has various cultural backgrounds will naturally have differing mental modes, experiences and functional levels. Employees have a unique combination of skills, attributes and perspectives that can be seen as resources themselves. These unique differences can help increase creative innovation and problem solving capabilities when you are able to effectively increase the flow of information, ideas and opinions. Increasing this flow arises once an inclusive and nurturing environment is fostered that respects, values and encourages the various perspectives that employees can bring to the table. </li></ul>
    6. 6. What is the Business Case for Percepta Australia? <ul><li>  </li></ul><ul><li>We currently have a culturally diverse workforce </li></ul><ul><li>Australia’s national multiculturalism requires us to better understand the diversity of our customer base </li></ul><ul><li>Our unique location to the Asia Pacific market </li></ul>
    7. 7. <ul><li>What are the Benefits? </li></ul><ul><li>Reduced workforce turnover </li></ul><ul><li>Reduced absenteeism </li></ul><ul><li>Improved morale and productivity </li></ul><ul><li>Improved team effectiveness </li></ul><ul><li>Improved long term planning for demographic trends </li></ul><ul><li>Improved problem solving and decision making - reduces possible employee conflict </li></ul><ul><li>Creates learning and development opportunities for employees </li></ul><ul><li>Increased staff loyalty and engagement </li></ul><ul><li>Improved customer service and customer relationships </li></ul><ul><li>Increased social cohesion as a cornerstone of social progress </li></ul><ul><li>Generates higher levels of customer satisfaction </li></ul>
    8. 8. Aim of the Percepta Project <ul><li>The aim of this project is to increase our awareness and understanding of workplace cultural diversity, whilst also being able to manage this diversity in a way that effectively improves workplace performance. </li></ul>
    9. 9. Current State – External Environment <ul><li>The Australian Multicultural Foundation (AMF) in conjunction with the Australian Government Department of Immigration and Citizenship is running a project entitled ‘Managing Cultural Diversity’, and Percepta (Australia) is participating in the research and workshop components. </li></ul><ul><li>The project aims to increase cultural awareness and diversity in Australian workplaces by emphasising the business case. </li></ul><ul><li>Legislation… </li></ul>
    10. 10. <ul><li>The Australian Context </li></ul><ul><li>Due to the cultural demographics of both the nation and the labour pool, Percepta (Australia) understand the need for managing cultural diversity. </li></ul><ul><li>Australia is comprised of a vast range of cultures through recent generations of migration. There are over 160 different dialects spoken in Australia and 25% of people have one or more parents born overseas. </li></ul>
    11. 11. <ul><li>From Australia’s recent migration statistics, it is important to understand how culturally diverse Australia is, and therefore how culturally diverse both our clientele and labour pool is. Nearly 67% of migrants who enter the country do so with a skill or trade, with accountants, computer professionals, cooks, nurses, general managers, hairdressers, mechanical engineers, marketing specialists, civil engineers, business and information professionals being the most common professions. </li></ul>
    12. 12. <ul><li>Two recent studies that examined cultural diversity within the workplace found that 86% of Australian businesses rated being able to effectively work with culturally diverse clientele or co-workers as extremely important. </li></ul>
    13. 13. <ul><li>International Significance </li></ul><ul><li>Allows businesses to understand and communicate with international markets more effectively </li></ul><ul><li>Increased effectiveness of recruiting, inducting and training overseas qualified employees </li></ul><ul><li>Enhanced ability to work with culturally diverse clientele </li></ul><ul><li>Enhanced reputation both nationally and internationally </li></ul><ul><li>Establishment of durable, effective relationships /partnerships with overseas agents, representatives and marketing agencies </li></ul><ul><li>More robust international business ventures </li></ul>
    14. 14. <ul><li>Current State – Internal Environment </li></ul><ul><li>Cultural Diversity Week </li></ul><ul><li>Wellness Week </li></ul><ul><li>Promotion of our Values </li></ul><ul><li>Consistency with the way we treat people and recruit </li></ul><ul><li>Inclusive celebrations (awards, birthdays, anniversaries) </li></ul><ul><li>EEO Policies and legislation updates </li></ul><ul><li>Sensitivity to cultural norms (headdress, prayer rooms) </li></ul>
    15. 15. <ul><ul><li>How to Manage Cultural Diversity </li></ul></ul><ul><li>  Effective management of diversity involves identifying and addressing human factors relevant to your general business by examining 3 categories: </li></ul><ul><li>Compliance Factors - i ncludes equal opportunity, access and equity, health and safety, discrimination, and harassment </li></ul><ul><li>Organisational Factors - i ncludes organisational development, cultural factors, people management, knowledge management, product and service development, and customer service </li></ul><ul><li>Market Factors - i ncludes industry relations, Government relations, community relations, domestic marketing and international marketing </li></ul>
    16. 16. Actions to reduce the gap - Australia <ul><li>Increase our current knowledge on managing cultural diversity through a ‘cultural diversity awareness project’. </li></ul><ul><li>This project aims to better understand of the cultures within Percepta, and devise strategies that harness these differences to make ourselves a more competitive and effective business </li></ul><ul><li>We will create training modules and presentations that will aim to increase knowledge on managing cultural diversity and working with culturally diverse clientele/co-workers for managers, team leaders and teams </li></ul><ul><li>By creating an awareness of the importance of managing diversity we aim to integrate diversity management into our core business through attitudes, policies and programmes and we expect to see an increase in business effectiveness, a readiness for new business prospects, and increase our customer satisfaction and employee engagement </li></ul><ul><li>  </li></ul>
    17. 17. Acknowledgement and thanks to the Australian Multicultural Foundation Questions?

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