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Delivering Knock Your Socks Off Service, 5th Edition by John BUSH, PERFORMANCE RESEARCH ASSOCIATES

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18It’s a Small World:Culturally Sensitive Service

“The single greatest barrier to business success is the one erected by culture.”

—Edward Hall, cross-cultural communications expert

It can be tough enough to meet the demands and soothe the frustrations of customers who share the same language, use the same jargon, or have the same business customs that you do. Magnify that service challenge with customers who haven’t yet mastered your mother tongue, who come from cultures with often-mystifying service expectations, or who can be offended by communication practices you take for granted, and the potential for customer service breakdowns grows exponentially.

Whether based in New York, Bangalore, or Manila, you’re likely dealing each day with customers ...

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