The Changing Face of Today's Customer Strategies for Attracting and Retaining A Diverse Customer and Employee Base In Your Local Market Thinking Globally, Selling Locally: Are You Ready? What can we learn from a coffee house, an airline, a golf course and a ski resort? Plenty. Like many corporations in North America, Starbucks Corporation, Continental Airlines, The Pebble Beach Company and Northstar-at-Tahoe share a common challenge: They are all in mature markets and offer a commodity that is widely available from any number of competitors. However, unlike many of their competitors, each of these companies has demonstrated the uncanny ability to develop and maintain incredibly lucrative markets in areas that are often overlooked. Their secret? They are attentive to the needs of customers and employees who represent diverse cultural and linguistic populations. The Changing Face of Today's Customer will give you many examples of success, as well as failure, then guide you through a process to assess your own organization. Are you ready? Don't Let This Happen To You The ski season was about to start and the marketing department of a major California ski resort could hardly wait. During the Summer months of the off-season, they had saturated the Chinese-speaking community in the San Francisco Bay Area with advertisements promoting the resort. Market research had shown this to be a largely untapped market for winter sports and they set out to entice them to come enjoy the snow. All advertisements were written in perfect Chinese, appeared in local Chinese newspapers and magazines, and offered the following deal: Bring this advertisement to our rental department and receive a 2 for 1 discount on rental equipment for the day. The snow fell, the resort opened and the crowds began to pour in. The rental department was filled with customers, many of whom were Chinese with discount coupons in hand. It appeared the marketing campaign was a tremendous success. Unfortunately, there were a few problems. The resort had not staffed the rental shop with anyone who spoke Chinese. To make matters worse, most of the rental staff had no idea what the coupons were good for. The only non-Chinese portion of the advertisement said: 50% off!. 50% off what? Was each coupon good for one person or a whole family? Within minutes of the shop opening, employees were in a state of panic and their customers were up in arms. As a final blow, they ran out of their supply of smaller-sized boots, skis, poles and snowboards well before all of the customers had been helped. None of the employees could communicate in Chinese, so they had to rely upon some of their bi-lingual Chinese customers to interpret for them. The crowd of frustrated customers disappeared as quickly as it had appeared. The success of the marketing department had turned into a customer service nightmare for the operations division. And this could have been avoided/Unfortunately, this type of customer service nightmare is hauppening with greater frequency in a variety of industries The World is Changing, Are You? Customers from around the world are changing the way business is done at home. In the U.S. alone, the immigrant population is 15% of America s population that has already surpassed 300 million people. These numbers will only grow. Learn From the Best, Then Apply The Lessons! The Changing Face of Today's Customer examines a number of companies that have gone through the process of transforming a local service or product into one that is attractive to both local and international customer alike. The issues range from simply translating instruction brochures into other languages, to completely altering a product line or business philosophy.
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Consider the following three questions: 1) The globe is shrinking, is your business expanding? 2) Creating a global presencein the U.S. Is your team ready? 3) You might be The Leader, but are your international customers and multicultural employees following? What was your answer? Join Doug Lipp, the former head of corporate training at the Walt Disney University, as he takes you on an informative, behind the scenes tour of some of most successful international teams in the world. What is their secret to success? How have they overcome spectacular challenges? How have some developed an international customer base without going overseas? Doug Lipp, an internationally acclaimed expert on customer service, leadership and global business, motivates and challenges audiences around the world as a consultant and speaker. He has spent over 30 years working from the front lines to the boardrooms of corporations around the world, and has been a featured guest on National Public Radio and Bloomberg News. Fluent in Japanese and with a Master s degree in International Business Communication, Doug was on the start-up team for Tokyo Disneyland, Disney s first international theme park. Doug is the author of numerous articles and five books on leadership, customer service and international business, including this most recent: The Changing Face of Today's Customer: How to Attract and Retain a Diverse Customer and Employee Base. With a foreword by renowned business leader Peter Ueberroth, head of the US Olympic Committee and Ken Blanchard of One Minute Manager fame, The Changing Face addresses how businesses can be more responsive to the growing number of foreign national customers and employees both in North America and internationally. Some of Doug's clients include: * University of California * Microsoft * AT&T * Pebble Beach Company * Merrill Lynch * Motorola * Wells Fargo Bank * GE Capital * IBM * Toyota * Sandia Labs * Intel * U.S. Air Force * Cigna Health * Honda For more information about Doug, please visit his website or e-mail Doug at: firstname.lastname@example.orgReview:
The global marketplace is not only getting smaller, but considerably more competitive. Growing a business is more challenging than ever. The Changing Face shows us how to better understand our increasingly diverse customer's and employee's needs. By turning this cultural complexity into a competitive advantage, we can build loyalty and stay one step ahead of the market. --Pete Garcia, Vice President, Latin America, Continental Airlines
Finally, a book on global service trends that is well-written, informative, and useful. The Changing Face should be a big hit with global businesses. Congratulations on a much-needed addition to the customer service bookshelf. --Robert Gault, Chief Operating Officer, Universal Studios Orlando
The issues, exercises, and case studies covered in The Changing Face of Today's Customer are very relevant in today's culturally-diverse business environment. In our efforts to listen to the voice of the customer, we must adapt our business processes in multicultural markets to better serve these clients. Your book opened my eyes to the need to conduct focus groups, customer interviews, and the in-depth research needed to serve diverse customers on their own terms. --Riccardo Ferracini, Zone Manager, Acura Automobile Division
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