What’s in it for me?
Find out how 3A increased the sales and efficiency of its plumbing, heating and electrical maintenance business by:
- Profiling the ethnicity of its potential customer base
- Using the diversity of their staff, together with their knowledge of the diversity and cultural needs of the local market to secure more public sector contracts
- Recruiting female staff to meet the needs and concerns of its customer base
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Case study summary
3A is a small property management, maintenance and services company in the ethnically diverse town of Huddersfield. It provides plumbing, heating and electrical maintenance services to private individuals, businesses and local housing associations. In addition, 3A develops and manages its own portfolio of rented commercial and residential property. This case study concentrates on how 3A increased the sales and efficiency of its plumbing, heating and electrical maintenance business with a focus on diversity that included:
- Profiling the potential local customer base, including determining the ethnic and religious backgrounds of the target market and their specific customer needs
- Using staff diversity, together with knowledge of the diversity and cultural needs of the customer market, to win more public sector contracts by demonstrating an empathy with their needs
- Recruiting female staff to meet the needs and concerns of a diverse customer base