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Value of Understanding Global Customer Behavior
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.
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Value of Understanding Global Customer Behavior
- 1. Value of UnderstandingGlobal Customer Behavior ISDEF Fall 2012
- 2. Who am I? MikeBatko • • • 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 Ireally? • • • • • • • • • 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 tome 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 CustomerBehavior • • • • American German UK Japanese
- 6. Understanding American CustomerBehavior
- 7. Understanding American CustomerBehavior • 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 CustomerBehavior
- 9. Understanding American CustomerBehavior
- 10. Understanding American CustomerBehavior • 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 CustomerBehavior • 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 CustomerBehavior • 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 CustomerBehavior
- 14. Understanding German CustomerBehavior • 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 CustomerBehavior
- 16. Understanding German CustomerBehavior
- 17. Understanding German CustomerBehavior • 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 CustomerBehavior • 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 CustomerBehavior • 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 CustomerBehavior
- 21. Understanding British CustomerBehavior • 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 CustomerBehavior
- 23. Understanding British CustomerBehavior
- 24. Understanding British CustomerBehavior • 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 CustomerBehavior • 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 CustomerBehavior
- 27. Understanding Japanese CustomerBehavior
- 28. Understanding Japanese CustomerBehavior • 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 CustomerBehavior
- 30. Understanding Japanese CustomerBehavior • 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 CustomerBehavior • 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 CustomerBehavior • 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 CustomerBehavior 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 CustomerBehavior 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.