Diversity pays dividends for Lloyds TSB: Winning course improves communications with ethnic‐minority customers

Abstract

Purpose

This paper aims to describe how training by UK‐based consultancy Winning Communications Partnership helped Lloyds TSB Business Banking relationship managers to reach the ethnic‐minority communities on their doorsteps.

Design/methodology/approach

Details the reasons for the training, the way in which it was delivered and the outcomes.

Findings

Highlights how the training concentrated on: awareness of the changing scene in the UK; building bridges – understanding cultural, ethnic and religious differences; communicating effectively with people of different cultures, perspectives and values; and developing an agenda for increasing one's “reach” into these communities.

Practical implications

Shows that the course achieved its key aim of raising awareness and has delivered tangible business results much faster than anticipated.

Originality/value

Reveals how a workforce, which is predominantly white and male, gained greater understanding of the benefits of employee and customer diversity.

Citation

(2009), "Diversity pays dividends for Lloyds TSB: Winning course improves communications with ethnic‐minority customers", Human Resource Management International Digest, Vol. 17 No. 5, pp. 11-13. https://doi.org/10.1108/09670730910974288