The document discusses understanding global customer behavior by examining behaviors in four countries/regions: America, Germany, the UK, and Japan. For each location, it provides an overview and then discusses considerations for pricing/landing pages, customer service information, payment methods, and other localization factors. The key aspects are minimizing information overload, using appropriate languages and currencies for locations, and customizing products, services and experiences for different cultural expectations.
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
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