The emergence of globalization as a result of digital advancement in business has exposed businesses to customers from diverse cultural backgrounds. As a result, cross-cultural communication has become essential in creating an effective relationship between businesses and customers. This paper argues that cultural sensitivity is vital in facilitating cross-cultural communication by promoting respect between the business and its international customers and creating a friendly connection between customers and the business professionals, which enables the business to understand their customers’ preferences and design their operations according to their clients’ cultural expectations.
Cultural sensitivity creates respect between the business and its customers by enabling the business professionals to exercise etiquette when communicating with their international customers. For instance, cultural sensitivity allows the business to maintain a significant degree of formality to depict respect towards the customers’ cultural beliefs (Odine, 2018). Moreover, etiquette is essential during cross-cultural communication to prevent offending the customer. Conducting background research to identify acceptable and unacceptable practices in their customers’ cultures is essential in enabling the business to meet its customers’ expectations during a cross-cultural conversation. Additionally, cultural sensitivity creates a friendly relationship between the business professionals and the customers by enabling the customers to comfortably express their ideas without being judged or criticized for their beliefs (Odine, 2018). As a result, the business can understand its customers’ cultural preferences and customize its operations according to the expectations and practices of its international customers’ diverse cultures.
In conclusion, cultural sensitivity is essential in enabling business professionals to interact effectively with their international customers by facilitating friendly and respectful relationships with customers from different cultural backgrounds. Exercising etiquette during the conversion is crucial in portraying cultural senility towards the customers’ culture. Therefore, establishing such a relationship enables the business to effectively understand its international customers’ cultural preferences and expectations, thus designing its operations to meet its customers’ cultural needs.
Odine, M. (2018). Cross-Cultural Communication for Business in Era of Globalization. Studies in Media and Communication, 6(1), 53-62. Web.