Case Study : CitySide Financial ServicesFaiza Rasool .Talal ali afzal .Saad Owais .Wajeeha Amajad .Presenters .Sehrish Ather . Background • Mid sized bank serving white upper –middle class urban community • Families moved to suburbs • Purchased by racially diverse group of investors (Ron Wilkins . black investment banker) . introduction • Developed an two pronged strategy • Two units in sales division (make chart ) revenue operations(locals) and external deposit(all other investors nationwide) . INITIAL success • Working class African American families moved • Increased no.of women owned personal account • Mismatch between client demographic and white male professional staff • Increased no. of females • Retail operations hired black • External deposits hired white . you will be recognized and promoted for it.• If you do your job well . • Helped them retain and attract customers • Having people in the organization who know how to relate with customer cretes comfort for community • White clients more comfortable with white staff . The schism • Was sales division optimally structured ? • Customer dissatisfaction • Being categorized as local • Over shadowed by hoity toity treatment given to rich white external deposit clients • Quality further compromised by addition of new segment by retail operations. • Cooperate banking services given to cooperate accounts in other neighborhood • External deposits began marketing packages to local wealthy investors . • Lack of coordination (work could have been done more quickly) • Proposed cross fertilization between two groups • ‘’Two units as two different banks each with unique culture’’ . • People are mission driven • Limited opportunities for black .• Cultural biasness towards whites. but ‘’ jury was still put’’ • Division of duties • Perception • White suggestion taken seriously but blacks taken negatively .Career prospects for blacks • Interviews • Whites colleagues respected . What is the root cause of the problem that CitySide Financial Services are encountering? • The bank wasn’t able to apply its own culture over the employees • Not sure who was best equipped to handle the new segment • Specific task they have had done more quickly if they took each others help. • Black and white discrimination • Senior management biasness towards whites .Q1. multi-cultural organization • Contacts building • No threats • No hypocrisy • Attraction of customers • Hard-work (competition) • Cordination .Organizations Aspire to be culturally diverse: • Comfortable atmosphere • Well-reputed.