Crafting customer experience through woman/ethnic/racial communities/LGBT

บรหารประสบการณลกคา ผาน ผหญง กลมชนกลมนอย กลมผม ความตางทางวฒนธรรม และกลมความหลากหลายทางเพศ

Woman

Woman trust other womanProvide advice not just informationHarley DavidsonThe truth can never hurt-practice full disclosureShowing me all optionsFamiliesDisabilities

Women trust other women-It’s not that women don‘t trust what men say ; it's that women feel a deep connection to other females

Provide advice not just info-Lots of info nowadays but woman just need an advice ; just what really need to know

Harley DavidsonNew experience / New riders

http://www.harley-davidson.com/en_US/Content/Pages/women-riders/landing.html?locale=en_US&bmLocale=en_US&version=desktop#

The truth can never hurt“practice full disclosure”-The AT&T story

Showing me all options

Families“80% household buying decision = woman”IKEA Smaland Play Area

DisabilitiesAMC theatres “monthly sensory-friendly films”

Ethnic

Crafting minorities (ethnics)Case ex; largest ethnic minority in USA is Hispanics = 50 millionLanguage -become very important tool to win customer experience Ready-Friendly-provide employee   http://www.jobthaiweb.com/jobdetail.php?JOBID=00067963

 Latino-ready/friendly

 

Latino-ready/friendlyReady –Hire bilingual speaking staff-Have telephone option in language-Provide info in the website in language-Offer product that catch needs and tasteFriendly-Offer cultural training-Be patient with questions-Adjust your hour to suit their work

Crafting different racial communities Origin/color/skin toneFood / cultureGet involved when support community4different culture levels

Cultural loyalist Cultural embracer Cross culture Cultural integrator

Crafting LGBT experience

Start at home –non discrimination policy

Teach your employee to respect

Dos&Donts

Avoid using cliché and stereotype word Do aware of the differences Test LGBT theme ads in before “focus group” Don’t engage social conservative debate Don’t use LGBT theme as humor