Crafting customer experience subgroups
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18-Oct-2014 -
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Marketing
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Transcript of Crafting customer experience subgroups
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