Value of Understanding Global Customer Behavior
description
Transcript of Value of Understanding Global Customer Behavior
Value of Understanding Global Customer BehaviorISDEF Fall 2012
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:
• 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.
Who am I really?
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
• American• German• UK• Japanese
Understanding Global Customer Behavior
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
Understanding American Customer Behavior
Source: Akamai (State of the Internet, 2012)
Understanding American Customer Behavior
Understanding American Customer Behavior
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
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
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
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
Understanding German Customer Behavior
Source: Akamai (State of the Internet, 2012)
Understanding German Customer Behavior
Understanding German Customer Behavior
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
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
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
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
Understanding British Customer Behavior
Source: Akamai (State of the Internet, 2012)
Understanding British Customer Behavior
Understanding British Customer Behavior
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
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
Understanding Japanese Customer Behavior
Understanding Japanese Customer Behavior
• Overview:• Language: Japanese• Population: 128 Million• Average Internet
Speed: 10.9 mbps• 79% are online
• 100M Online
Understanding Japanese Customer Behavior
Source: Akamai (State of the Internet, 2012)
Understanding Japanese Customer Behavior
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
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
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
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.
Understanding Japanese Customer Behavior
http://cbridge.to/cb_Japan
Webinar Available• Yosuke Ito,
cleverbridge GM Japan
• Additional Details for Japan:• Importance of
Quality• Customer
Service Best Practices
• Design and Localization Best Practices
Questions?
Mike [email protected]: @MichaelBatkohttp://www.linkedin.com/in/michaelbatko
http://www.buildingkeystones.com
http://www.cleverbridge.com