The big question

Could emerging insights about diverse employees apply to the world of customers? Could they help organisations to...

Protect
Differentiate
Grow

Retain existing customers in a chosen segment and increase advocacy by enhancing the customer experience?

Access more customers in a chosen segment through positive brand differentiation?

Identify new customers and business opportunities by understanding the buying patterns of historically misunderstood and/or underserviced diverse groups?

‘Missing out’ helps answer these questions by analysing perceptions and experiences of customers in the Australian marketplace through the lens of diversity and inclusion. Based on a survey of more than 1,200 Australians (the 'Customer Diversity Survey') along with interviews, focus groups and a literature review, the research identified five key findings: