crafting customer experience subgroups
Post on 18-Oct-2014
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Crafting customer experience through woman/ethnic/racial communities/LGBT
บรหารประสบการณลกคา ผาน ผหญง กลมชนกลมนอย กลมผม ความตางทางวฒนธรรม และกลมความหลากหลายทางเพศ
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Woman
Woman trust other womanProvide advice not just informationHarley DavidsonThe truth can never hurt-practice full disclosureShowing me all optionsFamiliesDisabilities
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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
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Provide advice not just info-Lots of info nowadays but woman just need an advice ; just what really need to know
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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#
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The truth can never hurt“practice full disclosure”-The AT&T story
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Showing me all options
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Families“80% household buying decision = woman”IKEA Smaland Play Area
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DisabilitiesAMC theatres “monthly sensory-friendly films”
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Ethnic
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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
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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
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Crafting different racial communities Origin/color/skin toneFood / cultureGet involved when support community4different culture levels
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Cultural loyalist Cultural embracer Cross culture Cultural integrator
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Crafting LGBT experience
Start at home –non discrimination policy
Teach your employee to respect
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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
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