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

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.