[In February's 2006 issue, we looked at the diverse nature of American society and the disparity between the new generation of young people who are so technologically linked to each other that individualism has suffered, compared to the poor of the same generation who can barely function in the modern globalized world. How these various aspects of society will affect the insurance industry remains to be seen.]

We in the claim business are going to be encountering an increasingly diverse cultural mix of insureds and claimants. Consider that in 2004, there were 1.6 million Islamic people, 1.5 million Buddhists, and 1.1 million Hindus living in the United States. So-called minorities already represent 40 percent of the population of the state I live in, and better than 50 percent in a handful of other states. Having spent a considerable time in Los Angeles over the past few years, I find it fascinating to see how that cultural and international society has learned to live with a multilingual mixture. I don't speak much Spanish, but even a few words of greeting make life a richer experience when a lot of the hotel and restaurants, gas stations, and other services are populated with speakers of this language. Americans need to learn other languages, not resent the fact that foreigners speak different ones.

Dealing with Diverse Cultures

Suppose you are a claim supervisor and your American insured has just collided with a car driven by a visiting businessman from Saudi Arabia. You know that the man speaks English, but according to your insured, he and his wife were dressed in Mideastern fashion. You assign Suzie, your best adjuster, to the claim and suggest that she meet with the visiting family to begin the claim process before they return to the Middle East.

Suzie calls the hotel where the claimants are staying and makes an appointment to see them. How should she prepare for this assignment? Can she go on a Friday? Should she inquire as to what time would be best for them in order to see if they might be at prayer? Or should they break their routine to suit Suzie and the insurer? Should she purchase a hejab — a scarf-like cover for her face and hair — or can she visit bareheaded? May she cross her legs while visiting, exposing the soles of her shoes?

As a woman, can she even speak directly with a Muslim man? Should she take Sam, another adjuster, along to talk to the husband, and, if so, can he also talk with the claimant's wife? May the adjusters rush the claimants toward a settlement of the claim since they may soon be returning to Arabia? What is the proper protocol here?

A reference on Arabian business and culture, Mohammad Al-Sabt, comments that Arabic people seek the least amount of conflict possible. “A concept called 'save face' is a way to solve conflicts and avoid embarrassing or discomforting the parties involved.” This art requires “using maneuvers or holding one's reactions to give the other party a way to exit the situation with minimal discomfort or harm to his dignity. It involves compromise, patience, and sometimes looking the other way to allow things time to get back to normal.” Further, pressure tactics are a sign of negativity to an Arab. When an Arabian businessman is being pressured into making a deal, “he may indirectly refuse the matter by offering to study the subject,” but this isn't necessarily a positive sign. Unpleasantness is associated with the individual. “There is no separation between you as a person and the business you represent or conduct in the Arabian world. Business is not only business.”

Business Protocol Differs

When meeting foreigners on business, American claim representatives should have some notion about the culture of the nation from which a person comes and whether or not the individual is just a visitor or has become an American resident. Many Asians and Africans retain their traditional dress and customs in America even after being here for decades. In most large cities, we have become accustomed to seeing Indian women in sarongs, Mideastern women with their bodies wrapped in black and their heads covered, and Africans in their native garb. This is often less true for those from Latin America or the Caribbean, who are likely to dress in typical Western fashions.

Business protocol in India, with its extensive English background, is not too unusual. One might greet a Hindu by saying namast. In India, one would hold his hands chest-high with palms pressed together and make a slight bow, but this would probably not be necessary in greeting a Hindu visitor in America. A bow acknowledges the deity in the other person. An Indian Sikh could be greeted with the phrase sat sri akal or an Indian or Pakistani Muslim with salam alaikum, but in any case, if the person's religion is not known, one may simply say, “How do you do?” Men may shake hands with men when meeting or leaving, but must not touch a woman either in greeting or otherwise. Western women may offer their hand to a westernized Indian man, but not to others, and Indian women may shake hands with another woman but not with men, although a more modern Indian woman may offer her hand to a man. Use only the right hand when shaking hands with a Muslim. The right hand is used to draw one's sword …

It is best not to address Asian visitors by their first names, if it is known. Use a title, such as Mr., Mrs., Miss (perhaps not Ms.), or if the person is a professional, use the title Doctor or Professor, followed by the family name. For Japanese visitors, add the word san to the family name. A Japanese handshake — which is appropriate — may seem limp, and there will be little or no eye contact. A slight bow also may be appropriate in greetings, but this should not be overt and never in jest. Don't stand so close that you bang the other person's head.

Names often are confusing to Americans. An Indian may use only his initials with his last name. Muslims have no surname. Their names are written with the given name plus bin (son) or binti (daughter) plus the father's given name. Sikhs use the name Singh, although not all people with that name are Sikhs. The given name precedes it.

Vietnamese and Thai customs are similar to those of other Asian nations. Hand shaking is not uncommon, and Vietnamese may bow to an American. Bow to an elderly Vietnamese person who may not extend his or her hand. Thai people are predominantly Buddhist and their society is very hierarchical; hence, one's social standing is crucial.

It's a mistake to lump all Africans and African Americans together as one in our thinking, just as it is incorrect to categorize all people from South or Central America and the Caribbean as Hispanics, and all Chinese, Korean, Vietnamese, or Japanese as Asian. Black people from Africa are different from Black people from the Americas, just as the French are different from Turks. Labels and stereotypes just don't work.

It's a big world, but it is getting smaller every day. Each of us has a great opportunity to enjoy the diversity of the world and its many cultures. Unfortunately, globalization is blending cultures into a homogenized glob. Big cities, on whatever continent, tend to look similar rather than retaining distinct personalities. It may seem amusing to an American to visit groups of nations, such as those in Scandinavia, and find that Danish, Swedish, and Norwegian languages, though similar, are entirely different. The blender hasn't struck there yet. My dollar bill may still praise a “new world order” (novus ordo seclorum), but I hope we never lose the joys of learning about the many diverse and unique cultures.

Ken Brownlee, CPCU, is a former adjuster and risk manager, based in Atlanta. He now authors and edits claim-adjusting textbooks.

Special Reports /

Encountering Different Cultures - Part Two

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