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It is widely accepted that the UK is now a multicultural society. Employees in all industries are aware of the challenge of dealing with a wide range of individuals of various ethnic and cultural backgrounds who use their services.

Changes in racial composition increased the mobility of cultures, and the ageing population are all factors that now affect how services need to be delivered. People have varying expectations of the service an organisation can provide.

There are many factors that affect these expectations – including language barriers, differing gestures, body language, modesty, religion, fear, anxiety and a lack of knowledge and understanding.

Therefore, to provide an effective and inclusive service in today’s society, employees need to develop an awareness and appreciation of diversity. They should be able to recognise their own cultural norms and understand the viewpoint of others. This will enable them to tailor their communication to meet the needs of any given individual, and so maximise their service.