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October 24, 2016
11 a.m. EST
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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
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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
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Outstanding Customer Service Requires Us to Move
From… MEETING customer needs
To… EXCEEDING their expectations8
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Why Culture Matters in
Mobility Management
Cultural differences determine:
• Customer expectations of service
• Communication style preferences
• Problem resolution approach
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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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Numerous Approaches to Managing Customer Diversity in Mobility Management
“Investment in cross-cultural training and knowledge acquisition is key to our success.”
“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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©2016 Worldwide ERC®
Numerous Approaches to Managing Customer Diversity in Mobility Management
“Investment in cross-cultural training and knowledge acquisition is key to our success.”
“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.”
“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.”
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©2016 Worldwide ERC®
Numerous Approaches to Managing Customer Diversity in Mobility Management
“Investment in cross-cultural training and knowledge acquisition is key to our success.”
“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.”
“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.”
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One Picture—Many Realities
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One Picture—Many Realities
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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
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©2016 Worldwide ERC®
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
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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
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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.”
©2016 Worldwide ERC®
A Cross-Cultural Case in
Mobility Management
What is Mr.
Ito thinking?
What is Sam
thinking now?
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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
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Domestic Moves
• Feng Shui in
construction projects
• The role of bargaining
for Middle Eastern
assignees
• “Just call me if you
need any help”
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How Does This Translate?
India
Brazil
UKU.S. Japan
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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
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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
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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
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Customer Service Beyond Cultural Differences
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1. Common priorities
2. From reaction to anticipation
3. The power of mirroring
Qu
es
tio
ns
&A
ns
we
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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
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