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Value of Understanding Global Customer Behavior

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  • 1. Value of Understanding Global Customer Behavior ISDEF Fall 2012
  • 2. Who am I? Mike Batko • • • Key Account Manager - cleverbridge Based in Chicago 6+ years digital-goods ecommerce focus • • • • Sales / Key Account Management Client Management (existing account optimization) Platform Documentation Customer Service cleverbridge clients include:
  • 3. Who am I really? • • • • • • • • • Male Russian-American Between Ages of 25-34 Impatient when online Windows User Android Phone User Frequent Traveler Enjoy Rock, Blues, 60/70s Soul/Funk, Post-Rock Can’t stand techno.
  • 4. What matters to me when shopping online • Make sure site is fully supported in Chrome/Firefox • Fast load times • Do NOT ask me to create an account • Offer PayPal • Deliver my product immediately
  • 5. Understanding Global Customer Behavior • • • • American German UK Japanese
  • 6. Understanding American Customer Behavior
  • 7. Understanding American Customer Behavior • Overview: • • • • • Language: English Population: 314.4 Million Average Internet Speed: 6.7 mbps 75% of have internet access 235+ M Online Source: Akamai (State of the Internet, 2012)
  • 8. Understanding American Customer Behavior
  • 9. Understanding American Customer Behavior
  • 10. Understanding American Customer Behavior • Pricing / Landing Pages • • • • Minimal, but key information Localized in American English Cross-Sells work! Pricing on home page not necessary • In cart should be in USD and a marketable value • Pricing does NOT need to include taxes
  • 11. Understanding American Customer Behavior • Customer Service Information • • • • 65% email 35% phone contacts Chat is becoming widely popular Three Things Customers Want Most • Speed of access • Resolution of Issue in 1 touch • Reaching an expert
  • 12. Understanding American Customer Behavior • Summary: • • • • • • B2C: • Credit card and PayPal B2B • Credit Card, PayPal, Check, Wire-transfer No information overload Marketable pricing in USD Price rarely includes Sales Tax Cross-sells are acceptable
  • 13. Understanding German Customer Behavior
  • 14. Understanding German Customer Behavior • Overview: • • • • Language: German Population: 81.8 Million Average Internet Speed: 5.781 mbps 83% of have internet • 67.89 M Online Source: Akamai (State of the Internet, 2012)
  • 15. Understanding German Customer Behavior
  • 16. Understanding German Customer Behavior
  • 17. Understanding German Customer Behavior • Pricing / Landing Pages • • • Minimal, but key information Should be localized in German Pricing on home page MUST match pricing in cart • Pricing should be in EUR and marketable values • Pricing SHOULD include VAT
  • 18. Understanding German Customer Behavior • Customer Service Info • • • Lower contact rates than in US Support Expectation is lower than US Higher contact rate by email than phone
  • 19. Understanding German Customer Behavior • Summary: • • • • • • B2C: • Credit Card, PayPal, Wire-Transfer, Direct Debit B2B • Credit Card, PayPal, Wire-transfer No information overload Marketable pricing in EUR VAT Should be included in price Localize in German
  • 20. Understanding British Customer Behavior
  • 21. Understanding British Customer Behavior • Overview: • • • • Language: English Population: 62.2 Million Average Internet Speed: 5.576 mbps 82.5% of have internet • 51.3 M Online Source: Akamai (State of the Internet, 2012)
  • 22. Understanding British Customer Behavior
  • 23. Understanding British Customer Behavior
  • 24. Understanding British Customer Behavior • Pricing / Landing Pages • • • Minimal, but key information UK Customers are used to paying more. • 29 USD product can be priced 29 GBP Pricing on home page not necessary • In cart should be in GBP and a marketable value • Pricing SHOULD include VAT
  • 25. Understanding British Customer Behavior • Summary: • • • • • B2C: • Credit card, Debit Card, and PayPal B2B • Credit Card, PayPal, Wire-transfer No information overload Marketable pricing in GBP can be uplifted from USD pricing VAT SHOULD be included in price
  • 26. Understanding Japanese Customer Behavior
  • 27. Understanding Japanese Customer Behavior
  • 28. Understanding Japanese Customer Behavior • Overview: • • • • Language: Japanese Population: 128 Million Average Internet Speed: 10.9 mbps 79% are online • 100M Online Source: Akamai (State of the Internet, 2012)
  • 29. Understanding Japanese Customer Behavior
  • 30. Understanding Japanese Customer Behavior • What is Konbini? • • • • Customer orders goods online Customer selects the convenience store option and are then given a pay ID Customers have six days to go to a Konbini and pay for their items Product is then fulfilled
  • 31. Understanding Japanese Customer Behavior • Localization • Localize your product, website and entire e-commerce infrastructure into Japanese. Don’t use raw translation materials Proof read by industry expert Japanese localization requires a double byte enabled infrastructure.(Unicode 6.1) • • • Source: CIA World Fact Book
  • 32. Understanding Japanese Customer Behavior • Pricing • Japanese love special campaigns • Everyday Low Price vs. Limited Time Offer Price = Quality – should price higher for Japan Campaign opportunity every 2 months: • Summer in July • Fall in September • Xmas in December • New Year in January • Spring in March • Golden Week in May • •
  • 33. Understanding Japanese Customer Behavior Summary: • Localize; Don’t trust translators – • You must have industry expert for proof reading. Transparency is important to meet expectations. • Currency / Local market pricing – • Present the price according to local custom • Payment methods – • Understand how Japanese prefer to buy, and offer them those methods. • Quality Assurance – • Don’t risk your reputation by not performing a thorough QA before bringing a product to the Japanese market.
  • 34. Understanding Japanese Customer Behavior Webinar Available • • Yosuke Ito, cleverbridge GM Japan Additional Details for Japan: • Importance of Quality • Customer Service Best Practices • Design and Localization Best Practices http://cbridge.to/cb_Japan
  • 35. Questions? Mike Batko batko@cleverbridge.com Twitter: @MichaelBatko http://www.linkedin.com/in/michaelbatko http://www.buildingkeystones.com http://www.cleverbridge.com