value of understanding global customer behavior
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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