Value of Understanding Global Customer Behavior

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Value of Understanding Global Customer Behavior

  1. 1. Value of Understanding Global Customer Behavior ISDEF Fall 2012
  2. 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. 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. 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. 5. Understanding Global Customer Behavior • • • • American German UK Japanese
  6. 6. Understanding American Customer Behavior
  7. 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. 8. Understanding American Customer Behavior
  9. 9. Understanding American Customer Behavior
  10. 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. 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. 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. 13. Understanding German Customer Behavior
  14. 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. 15. Understanding German Customer Behavior
  16. 16. Understanding German Customer Behavior
  17. 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. 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. 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. 20. Understanding British Customer Behavior
  21. 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. 22. Understanding British Customer Behavior
  23. 23. Understanding British Customer Behavior
  24. 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. 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. 26. Understanding Japanese Customer Behavior
  27. 27. Understanding Japanese Customer Behavior
  28. 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. 29. Understanding Japanese Customer Behavior
  30. 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. 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. 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. 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. 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. 35. 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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