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Global Customer Sensitivity
by Rebecca L. Morgan, CSP, CMC
As more and more of us attract customers through the Internet, we need to become aware of the cultural differences and norms among our prospects and customers. Here are some tips garnered from other small business owners who now find themselves launched into a global marketplace, intentional or not, because of their Web presence.
o Your toll free number may not be accessible from everywhere. A small distributor received a brusque email from a potential customer in Asia because the only phone number given to order her products was a North American toll free number. It didn't work globally.
Check with your 800 number carrier to see if you can expand the range of access to include as many countries as possible. Also, always include a fax number and your non-toll free line in your marketing materials.
o You can go broke on shipping charges. A consultant had offered a special pre-publication price on his new book-$14.95, including shipping! He almost fainted when he discovered shipping costs for many of the international orders was $12! Once he factored in what he paid for the book, he was selling at a loss.
If your product catalog lists shipping charges, make sure you include what areas are covered for those costs. The consultant's catalog now says the listed shipping charges are for US customers, and to contact him for international shipping rates.
o Technology isn't the same everywhere. A small publisher received an irate fax from an international buyer. When the buyer called the order desk, the 24 hour automated system asked him to navigate the system by punching in his choices. He didn't have a touch tone phone. Since he was calling after hours, there was no one to intercept his call.
Design your systems to be customer friendly for everyone. Remember that everyone is not as technologically sophisticated as you are, and make it easy for them if they get into trouble.
o Beware of idioms. In America we may speak of something being "brand spanking new." Now imagine English isn't your native language. You study each word in the phrase to try to understand the phrase's meaning. You'd be lucky if you were able to discern from "brand spanking new" that something was new.
These idioms come up more frequently when speaking than in writing. So if you're talking to your global clients, listen to yourself carefully and edit our common phrases that may not translate: "We hit this one out of the ball park," "Level the playing field," "This is killer stuff."
The World Wide Web has allowed even small companies to sell to a global market, something most of us would not have been able to afford before. With this opportunity comes a responsibility to become sensitive to our customers challenges and expectations. Once we learn how to do it, the world market beckons us.
© 1997 Morgan Seminar Group
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Rebecca L. Morgan, CSP, is a dynamic speaker and seminarist. She is the author of four books, TurboTime: Maximizing Your Results Through Technology, Calming Upset Customers, Life's Lessons: Insights and Information for a Richer Life, and Professional Selling. For information on her speaking services, books, and tapes contact her at 1440 Newport Ave., San Jose, CA 95125, 408/998-7977, 800/247-9662, fax: 408/998-1742, rebecca@RebeccaMorgan.com, www.RebeccaMorgan.com. Please contact Rebecca for permission to reprint or repost this item.
Personal Productivity/Time Management | TurboTime | Customer Service | Professional Selling | Management/Communication | Training | Motivational
Morgan Seminar Group | 1440 Newport Ave. | San
Josˇ, CA 95125-3329
(800) 247-9662 | (408) 998-7977 | Fax (408) 998-1742 |
rebecca@RebeccaMorgan.com