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Customer Service Excellence - Lecture 6
 

Customer Service Excellence - Lecture 6

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    Customer Service Excellence - Lecture 6 Customer Service Excellence - Lecture 6 Presentation Transcript

    • Customer Service Excellence Lecture 6 (week 7) Gender and customer service
    • Learning objectives
      • At the end of this session, students should be able to;
      • Demonstrate the importance of understanding the needs and wants of different target audiences prior to developing customer service strategies.
      • Discuss and debate both academic opinion and anecdotal evidence regarding the attitudes and behaviours of the respective genders within contemporary westernised society.
      • Begin to consider appropriate customer service strategies and tactics for organisations seeking to deliver excellent service to the respective genders.
    • Opening Thoughts
      • Is gender relevant when organisations decide their customer service strategy?
      • Do males and females have the same expectation regarding customer service?
      • Is gender neutrality more relevant in the context of younger consumers?
      Source: Branded Male Mark, Tungate March 2008
    • What’s going on out there?
      • ‘ Men are not what they were. In article after article we’re told a new type of man is abroad – he’s more interested in looking good and he’s a lot keener on shopping’
      • Mark Tungate ‘ Branded Male’ 2008
      • ‘ Women are responsible for up to 80% of purchase decisions and are fast becoming the most valuable and important target audience on earth’
      • Jane Cunningham & Philippa Roberts ‘Inside her pretty little head’ 2006
      • What is the impact for Customer Service excellence?
    • The Science Bit – Cunningham and Roberts identified six themes Areas of difference Masculine Feminine Intellectual function Analytic, focused, linear, logical ‘ Whole brained’ perspective Base reaction Action Feeling Stress response Fight or Flight Tend and befriend Innate interest Innate interest in things Innate interest in people Survival strategy Survival through self interest, hierarchy, power and competition Survival through relationships, empathy and connections Mental preference Hard wired to systemize Hard wired to empathize
    • ‘ Clinical and experimental evidence of hemispheric domination as of 1976’ Science news Left hemisphere Right hemisphere Speech verbal Spatial/musical Logical/mathematical Holistic Linear/detailed Artistic/Symbolic Sequential Simultaneous Controlled Emotional Intellectual Intuitive/creative Dominant Minor (quiet) Worldly Spiritual Active Receptive Analytic Sympathetic Reading, writing, naming Facial recognition Sequential ordering Simultaneous comprehension Perception of significant order Perception of abstract patterns Complex motor sequences Recognition of complex figures
    • Do men and women process information in the same way?
      • Testing a theory…
      • YouTube - lacoste pour homme
    • Evans et al (2000)
      • Used MRI scans to determine how males and females processed information contained within communication from organisations.
      • The results indicated that women used more elements of the message.
      • Men, on the other hand tended to focus on the words to determine meaning and tended to not use other elements of the message.
      • Why is this relevant when considering customer service strategy?
    • 21 st Century women
      • The average age for women to marry in Britain today is 28
      • 25% of British women born after 1973 will be childless at 45
      • 76% of US women aged 25- 54 work full or part time
      • Impact for customer service?
      • Source: The Marketer November 2004
    • The four key areas that motivate and concern women
      • The Altruism Code : women are naturally altruistic, nurturing, focused on other people.
      • The Aesthetic Code: women are naturally interested in beauty, fads and fashions and they want to make the world morally a better place
      • The Ordering code: Women take on varied responsibilities in life, take care with detail and plan ahead
      • The Connecting Code : Women are relationship driven in order to survive
    • Ways of employing the altruism code in marketing
      • Ethical brand positioning - Body Shop, Fair-trade, Bono’s Red campaign
      • Championing the consumer brand positioning – Apple vs. the corporations
      • Promotional activity that feeds back to the community – Tesco Computers for schools
      • Investment in Corporate Social Responsibility (CSR) – Plan A: Marks & Spencer
      • Strong communication of ‘altruistic’ values in your brand – YouTube - Persil advert - 'Dirt is good'
      • philosophy : the best cosmetic is great looking skin
      • Brands with a mission to play against category weakness ‘The Future’s Bright, the future’s Orange’
      • Source: Inside her pretty little head Jane Cunningham and Phillippa Roberts (2006)
    • The aesthetic code
      • The aesthetic code may seem a little more flippant In fact extreme characters have been developed based on this code for both UK and USA TV programmes! Think Hyacinth Bucket (pronounced Bouquet) and Bree Van De Kamp (Desperate Housewives)
      Source: Inside her pretty little head Jane Cunningham and Phillippa Roberts (2006)
    • The implication for brands ‘ Selling the whole aesthetic’
      • The White Company, seller of luxury bed linen, bedding and quality home accessories
      • Cath Kidston
      • ‘ Making the functional more pleasurable’
    • The Ordering Code
      • The recurring movie scene – woman leaves the family home for a while and everything falls apart – children unwashed, house a mess e.g. Cheaper by the dozen
      • Evidence suggests that women concern themselves with organisation and planning ahead – why do you think this is the case?
      • Source: Inside Her Pretty Little Head (2006) Jane Cunningham and Phillippa Roberts
    • Group discussion: How does the internet empower women, allowing them to meet their ordering code? How important is an effective website when offering customer service to women?
    • If you use the internet for your business – get it right !
      • The example of First Direct http://www.thetimes100.co.uk/downloads/firstdirect/firstdirect_14_full.pdf
      • Quick call pick up
      • Cheerful, optimistic employees
      • Easy to navigate, simple site
      • Paper statements still sent to the home
      • Phone contact ends with ‘Anything else I can do to help?’
      • The website is fast
      • The website does not try to sell you anything else unless you click to ‘find out more’
      • Source: Inside Her Pretty Little Head (2006) Jane Cunningham and Phillippa Roberts
    • The Connecting Code
      • The science of female friendship;
      • Men respond to stress by releasing adrenalin encouraging a more aggressive, action based response ( Impact for customer service?)
      • Women respond to stress by producing oxytocin which appears to have a soothing and calming affect – leading to a female tendency to make things safe and secure and ‘connect’ with other people.
      Source: Inside Her Pretty Little Head (2006) Jane Cunningham and Phillippa Roberts
    • The Implications for brands - From Tupperware to Underwear!
      • Women love to form groups;
      • Mums at the school gate
      • PTA
      • Book clubs
      • Some brands – whether by accident or design have exploited this tendency, leading to women being the providers of excellent customer service for organisations, communicating your brand to others and supporting them in their engagement with your brand;
      • Ann Summers
      • Weight Watchers
      • Richard and Judy’s Book club
      Source: Inside Her Pretty Little Head (2006) Jane Cunningham and Phillippa Roberts
    • The ‘evolution’ of ‘man’
      • Man
      • The New man
      • The New lad
      • The Metrosexual
      • http://www.marksimpson.com/blog/about/
    • 21 st Century man
      • ‘ Although women have long been the focus of intense market research, men have never before received such scrutiny of their buying habits. Now businesses from brewers to skincare companies are taking a closer look at the traits more prevalent in men today’
      • The Marketer March 2005
    • What is really going on with men?
      • Men are different because society is different……
      • Changing female roles have deprived men of their traditionally clear cut roles as breadwinner and father.
      • If women didn’t need them as much as before, maybe that represented a new kind of freedom for them too?
      • Source: Branded Male (2008) Mark Tungate
    • Male grooming
      • According to Mintel;
      • Men’s grooming habits are changing but not as quickly as anticipated
      • In 2006 the men’s grooming market, including toiletries and fragrance, was estimated to be worth £781 million, almost a third bigger than in 2001
      • Product usage is strongly biased toward the under 35’s
      • In general men spend less than 10 minutes per day grooming and men over 54 spend the least time and are reluctant to change habits
      • Only 35% of men buy their own grooming products
      • Women remain the important purchasers of male grooming products
      • Source: Men’s Grooming habits – UK - March 2007
    • Group discussion
      • A relatively high percentage of men (23%) buy male grooming products on line – why do you think this is the case? What is the impact for customer service excellence?
    • Branding Toolkit for selling grooming products to men
      • Never underestimate the influence of women
      • Address fears of ageing
      • Link skincare products to the shaving ritual
      • Borrow the language of sports and science: stress functionality
      • Self deprecating humour can work
      • The internet is an ideal environment for reaching men
      • Men are highly discreet in matters of personal care
      • Department stores should cater for men with specific sections and evening shopping events.
      Source: Branded Male (2008) – Mark Tungate
    • Men and clothes
      • According to Mintel – only 50% of men enjoy shopping for clothes
      • ‘ Men over the age of 25 often dislike shopping to such an extent that their partners buy the majority of menswear for them’ (Men’s outerwear, UK January 2007)
      • Things are however changing and Mintel have identified ‘ the peacock generation’ high spending 15 – 24 year olds who are keen to dress to impress in bars, nightclubs and even on the football terraces.
      • Tom Ford specifically targets ‘The Peacock generation’
      • Higher income groups of unmarried 25 – 35 yr old males are also spending on clothes
      • Mintel have identified ‘the fashion unconcerned’ – men who are interested in looking good but without following trends.
      Source: Branded Male (2008) – Mark Tungate
    • What is it with Men and wheels?
      • As many women as men own cars and derive pleasure from driving, it is therefore fair to assume that there are many female motoring fanatics.
      • However it is evident that manufacturers and marketers still view the car as an inherently masculine object.
      Source: Branded Male (2008) Mark Tungate
    • Branding toolkit for marketing cars at men
      • A fast car remains a metaphor for success, power and control
      • Women are rarely targeted by ad campaigns for cars
      • Car manufacturers hate it when a model is considered ‘a chick’s car’
      • Women will however buy into a car brand with a masculine image
      • Leading car brands have consistent brand values
      • Web advertising has proven highly effective for car brands
      Source: Branded Male (2008) Mark Tungate
    • Men and dieting
      • In January 2006,a YouGov survey revealed that 1 in 3 men in the UK was on a diet.
      • The real figure could be higher but men don’t like to talk about ‘dieting’ instead they prefer to say that they’re ‘getting into shape’, ‘getting fit’ or ‘in training’ Branded Male- Mark Tungate
      • ‘ Men generally diet for a project, women as a cultural requirement’
      • The Times 13 September 2005
    • Branding tool kit for men and diets
      • Men don’t diet
      • Men are concerned about body image
      • There are a rising number of male targeted ‘healthy’ food products
      • There is an increasing resistance to the ‘objectification’ of the male body
      • There is a need for authoritative, coherent information about healthy eating
      • As they abandon fast food, men are becoming comfortable with cooking
      • They admire ‘role model’ chefs
      • There is a growing male market for cook books and kitchen equipment
      Source: Branded Male (2008) Mark Tungate
    • Men and the Power of TV Sport
      • Watching sport on TV is one of the most popular male pastimes
      • Robert Passariello, Marketing Director of ESPN says that;
      • 16 – 20 yr old men are still feeling a little lost and insecure and so sport is tribal for them
      • By their mid 20’s men may have responsible jobs and sport becomes a form of social recognition, they use it to start conversations and fuel friendships.
      • Age 45 – 55 is the most difficult period in a man’s life ‘He’s probably got a high level job with a lot of stress’ Televised sport can be a form of escape.
      Source: Branded Male (2008) Mark Tungate
    • Excellent customer service?
      • http://edition.claretandbluemagazine.co.uk/issue01.html
    • Branding toolkit for men and sports
      • The sports field is sacred
      • Fans readily accept sports sponsorship
      • Soccer is the most popular televised sport worldwide and its tribal characteristics greatly appeal to young men
      • For men in their late 20’s and 30’s, sport is a means of communication
      • Middle aged men use TV sport to escape
      • Men also use sport as a way of bridging the generation gap
      Source: Branded Male (2008) Mark Tungate
    • ‘ Nowhere are the differences between men and women more profoundly displayed than when it comes to shopping… women ‘shop til they drop’ while men ‘hit and run’ ’ Jane Cunningham and Philippa Roberts ‘Inside her pretty little head’ YouTube - PowerPoint: Men vs. Women Shopping
    • Group Discussion
      • How do you shop?
      • Is there truth in the statement that women ‘shop’ and men buy?
      • Are there any similarities in the way the females of the group shop?
      • Are there any similarities in the way the males of the group shop?
      • What do you perceive to be the real differences in the way the females shop compared with the males.
    • Delivering customer service to the male shopper ….
      • The male approach to shopping is reasoned, linear and pragmatic
      • The know what they need and they buy a brand they know
      • Delivering customer service to the female shopper….
      • The female buying process is more of a spiral: a process of interconnected loops which lead after a number of stages to an end
    • Men and women and words
      • Men have a tentative relationship with glossy magazines but remain committed to newspapers – whether offline or on.
      • The International Newspaper Marketing Association released a study in 2003 documenting a continuing slide in newspaper readership amongst women.
      • Newspaper readership on both sides of the Atlantic confirms this claim. In the UK the readership of every quality newspaper skews male (The Times,The Guardian, The Independent). Only the mid market Daily Mail turns this trend on its head.
      • The gender gap is even more dramatic on line ‘In general, the number of men reading online news is 8 to 13 per cent higher than women’ ( Wired 4/8/04 )
    • Is it the fault of the newspapers? – are they failing to offer a good customer service to women?