1. Crafting customer
experience
through
woman/ethnic/racial
communities/LGBT

2. Woman
Woman trust other woman
Provide advice not just information
Harley Davidson
The truth can never hurt-practice full disclosure
Showing me all options
Families
Disabilities

3. Women trust other women
-It‟s not that women don„t trust
what men say ; it's that women feel
a deep connection to other
females

4. Provide advice not just info
-Lots of info nowadays but woman
just need an advice ; just what
really need to know

5. Harley Davidson
New experience / New riders

http://www.harley-davidson.com/en_US/Content/Pages/womenriders/landing.html?locale=en_US&bmLocale=en_US&version=deskt
op#

6. The truth can never hurt
“practice full disclosure”
-The AT&T story

7. Showing me all options

9. Families
“80% household buying decision =
woman”
IKEA Smaland Play Area

10. Disabilities
AMC theatres “monthly sensoryfriendly films”

11. Ethnic

12. Crafting minorities (ethnics)
Case ex; largest ethnic minority in USA is Hispanics = 50 million
Language
-become very important tool to win customer experience
Ready-Friendly
-provide employee
http://www.jobthaiweb.com/jobdetail.php?JOBID=00067963
Latino-ready/friendly

14. Latino-ready/friendly
Ready
–Hire bilingual speaking staff
-Have telephone option in language
-Provide info in the website in language
-Offer product that catch needs and taste
Friendly
-Offer cultural training
-Be patient with questions
-Adjust your hour to suit their work

16. Crafting different racial
communities
Origin/color/skin tone
Food / culture
Get involved when support
community
4different culture levels

17. 
Cultural loyalist

Cultural embracer

Cross culture

Cultural integrator

18. Crafting LGBT experience
Start at home –non discrimination
policy
Teach your employee to respect

19. Dos&Donts

Avoid using cliché and stereotype word

Do aware of the differences

Test LGBT theme ads in before “focus group”

Don‟t engage social conservative debate

Don‟t use LGBT theme as humor