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Value of Understanding Global Customer Behavior
ISDEF Fall 2012
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:
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.
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
Understanding Global Customer Behavior
•
•
•
•

American
German
UK
Japanese
Understanding American Customer Behavior
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)
Understanding American Customer Behavior
Understanding American Customer Behavior
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
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
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
Understanding German Customer Behavior
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)
Understanding German Customer Behavior
Understanding German Customer Behavior
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
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
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
Understanding British Customer Behavior
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)
Understanding British Customer Behavior
Understanding British Customer Behavior
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
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
Understanding Japanese Customer Behavior
Understanding Japanese Customer Behavior
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)
Understanding Japanese Customer Behavior
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
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
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

•
•
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.
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
Questions?
Mike Batko
batko@cleverbridge.com
Twitter: @MichaelBatko
http://www.linkedin.com/in/michaelbatko

http://www.buildingkeystones.com
http://www.cleverbridge.com

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Value of Understanding Global Customer Behavior

  • 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
  • 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)
  • 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
  • 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)
  • 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
  • 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)
  • 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
  • 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)
  • 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