value of understanding global customer behavior

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Value of Understanding Global Customer Behavior ISDEF Fall 2012

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Page 1: Value of Understanding Global Customer Behavior

Value of Understanding Global Customer BehaviorISDEF Fall 2012

Page 2: Value of Understanding Global Customer Behavior

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:

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• 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?

Page 4: Value of Understanding Global Customer Behavior

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

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• American• German• UK• Japanese

Understanding Global Customer Behavior

Page 6: Value of Understanding Global Customer Behavior

Understanding American Customer Behavior

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• 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)

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Understanding American Customer Behavior

Page 9: Value of Understanding Global Customer Behavior

Understanding American Customer Behavior

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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

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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

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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

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Understanding German Customer Behavior

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• 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)

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Understanding German Customer Behavior

Page 16: Value of Understanding Global Customer Behavior

Understanding German Customer Behavior

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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

Page 18: Value of Understanding Global Customer Behavior

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

Page 19: Value of Understanding Global Customer Behavior

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

Page 20: Value of Understanding Global Customer Behavior

Understanding British Customer Behavior

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• 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)

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Understanding British Customer Behavior

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Understanding British Customer Behavior

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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

Page 25: Value of Understanding Global Customer Behavior

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

Page 26: Value of Understanding Global Customer Behavior

Understanding Japanese Customer Behavior

Page 27: Value of Understanding Global Customer Behavior

Understanding Japanese Customer Behavior

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• 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)

Page 29: Value of Understanding Global Customer Behavior

Understanding Japanese Customer Behavior

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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

Page 31: Value of Understanding Global Customer Behavior

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

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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

Page 33: Value of Understanding Global Customer Behavior

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.

Page 34: Value of Understanding Global Customer Behavior

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

Page 35: Value of Understanding Global Customer Behavior

Questions?

Mike [email protected]: @MichaelBatkohttp://www.linkedin.com/in/michaelbatko

http://www.buildingkeystones.com

http://www.cleverbridge.com