The Global Phoenix - Issue 4 The Global Phoenix - Issue 4 | Página 8

The Global Customer Service
Experience Dilemma
Customer service surveys conducted
worldwide indicate there may be some
universal expectations for service
providers which are:
• Is available in a timely manner
• Is competent, knows the product, knows the
customers
• Is courteous
• Creates a positive “customer experience”
While it may seem obvious that consumers
want courteous, competent treatment, words
like “timely”, “competent” and “courteous” are
subject to cultural, regional and other personal
interpretations.
For example, a customer in the U.S. might be
impressed with a representative who takes control
of the situation, conveys the confidence that “I can
get the job done for you”, chats with the customer,
gives him or her recommended choices, and
maybe even throws in a joke while the issue is
being resolved or the service is being rendered.
This would probably not impress a Japanese
customer, who is used to a representative who
speaks softly or in a higher-pitched tone, and uses
honorifics and polite phrases to show respect for
the customer by being humble.
A Scandinavian might prefer a straight-forward
manner–service without a smile–and would
feel that anything but the transaction would be
excessive and too much like a hard sell.
From a business perspective, it is vital that the
service provider accepts the responsibility to
adapt as much as possible to the culture of the
customer. Customers adapt by moving to a
provider that better meets their expectations!
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