october 24, 2016 11 a.m. est - worldwide erc › media › 1251 › webinar10242016.pdf · october...

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October 24, 2016

11 a.m. EST

©2016 Worldwide ERC® 1

Maiden Voyages:

Exploring Cultural Differences

Leveraging Cultural Dexterity to Maximize Success

2©2016 Worldwide ERC®

WORLDWIDE ERC® WEBINAR

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Today’s Presenter

Jenny CastelinoDirector, International & Language Solutions

Cartus


©2016 Worldwide ERC®

Outstanding Customer Service

in Mobility Management

• The cornerstone of our collective

existence

• Impact on brand perception,

reputation,

client/talent retention

• Is much more than

“Customer Satisfaction”

Defining Customer Service

in the Context of Mobility

Management

7


Outstanding Customer Service Requires Us to Move

From… MEETING customer needs

To… EXCEEDING their expectations8


Why Culture Matters in

Mobility Management

Cultural differences determine:

• Customer expectations of service

• Communication style preferences

• Problem resolution approach

9


Numerous Approaches to Managing Customer Diversity in Mobility Management

“Globalization is resulting in the erosion of cross-cultural differences in the workplace. The global standard for business behavior is very Western/Americanized. It is best to adhere to this standard, which is common to most employees of the large MNCs we serve.”

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“Investment in cross-cultural training and knowledge acquisition is key to our success.”


12

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“Focus on the similarities, not the differences. Treat assignees and their families like you yourself would like to be treated. You’ll be fine if you just treat people with respect wherever you go.”

3

12

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“Focus on the similarities, not the differences. Treat assignees and their families like you yourself would like to be treated. You’ll be fine if you just treat people with respect wherever you go.”

“The impact of cross-cultural differences is overemphasized by most people. Working across cultures is common sense.”

3

4

12

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One Picture—Many Realities

14

14


One Picture—Many Realities

15

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Cultural Influences:

Beyond National Culture

Generational

Professional

Corporate

Religion

EducationalGender

Regional

Social class

Ethnic

co-culture

or sub-

culture

“Virtually every nation-

state of the world is a

multicultural one made up

of a number of groups.”

—Larry Naylor

16


The Danger of Stereotypes

“The problem with

stereotypes is not that

they are untrue, but that

they are incomplete.

They make one story

become the only story.”

—Chimamanda Adichie

17


Leveraging Cross-Cultural Competency

for Service Excellence

Task/Relationship

Email style preference

Value of time

Impersonal or personal relationship

Trust determinants

Explicit/Implicit

Direct vs. indirect communication

Enlisting feedback

Shared/Concentrated

Use of titles/formality in addressing

PA or direct contact

Collaborative or authoritarian approach

Role of the spouse/partner

Escalation management

Generational

Affinity to self-service

Response time

Technology vs. human interaction

Communication informality

Linguistic Ability

Linguistic comfort

Accents

Jargon

Formality

18

Mr. Ito (Japanese customer)

“I see. It seems very nice.

It is certainly very spacious.

Our family will be staying with

good friends in town tonight.

The Japanese grocery store

in town is excellent. We will

definitely think about

this property.”

Sam (DSP U.S.)

“This is one of the best properties on the

market. It is spacious, in a lovely quiet

suburb, and surrounded by beautiful

countryside. It is about 40 minutes

drive from the center of town, but the

environment here is so lovely I would

definitely pursue this.”


A Cross-Cultural Case in

Mobility Management

What is Mr.

Ito thinking?

What is Sam

thinking now?

19

Cultural Differences in Moving Services

• Desire for self-packing

• Handling of religious

artifacts

• Preference for moving/

storing/disposing

• Functional vs. aesthetic

preference

• Shoes in the house

• Auspicious moving date


Domestic Moves

• Feng Shui in

construction projects

• The role of bargaining

for Middle Eastern

assignees

• “Just call me if you

need any help”



How Does This Translate?

India

Brazil

UKU.S. Japan

22


UK

• Understatement

• Affinity to all things

British

• Spelling preference

• Not used to tipping

U.S.

• Compliance

• Task orientation

• Egalitarian?

• Options/choice

• Size matters!

• Spousal involvement

• Dual career

Global Perspectives

23


Cross-Cultural Tips for Service Excellence—

What Brits Really Mean

WHAT THE BRITISH SAY WHAT THE BRITISH MEAN WHAT FOREIGNERS

UNDERSTAND

“I hear what you say”I disagree and do not want to discuss it

furtherHe accepts my point of view

“With the greatest respect” You are an idiot He is listening to me

“That's not bad” That's good That's poor

“I'll bear it in mind” I've forgotten it already They will probably do it

“I'm sure it's my fault” It's your fault Why do they think it was their fault?

“Very interesting” That is clearly nonsense They are impressed

24


BRAZIL

• Security

• Appearance

• Rapport

• Gregariousness

JAPAN

• Omotenashi/

omoiyori

• Formality & precision

• Service provider is

the expert

• Well-oiled and

frictionless

INDIA

• Many solutions to

a problem

• IST

• Extended family

• Recompense

• Home help

• Religion

• Education

Global Perspectives

25


Customer Service Beyond Cultural Differences

26

1. Common priorities

2. From reaction to anticipation

3. The power of mirroring

Qu

es

tio

ns

&A

ns

we

rs


Thank you for attending!

Visit the Worldwide ERC® web site at

www.worldwideERC.org, or contact

Worldwide ERC® for more information on

these topics. 703.842.3400


october 24, 2016 11 a.m. est - worldwide erc › media › 1251 › webinar10242016.pdf · october...

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