Seminar in International Business
28/11/20012011/12/22
Keys to Success:
A Customer Orientation
World Trade Practices
Chapter 20
Challenges
Dis--satisfied customers hurt business
Dis
– On average, a unhappy customer complains to at
least 10 other people
– Some sources indicate it is as high as 23 other
people
Only up to 4 percent of unhappy customers
ever contact company
– Just switch suppliers
A Complaint is a Gift
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WTP-Chris Schrage
Benefits
BUILDS customer loyalty
Word--ofWord
of-mouth of satisfied customers
Adds to company credibility
Can become competitive advantage
What constitutes good customer service in your country?
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WTP-Chris Schrage
College of Business, University of Northern Iowa
1
Seminar in International Business
28/11/20012011/12/22
ROLE OF COMPANY
Creating Effective Customer Service
Baseline Domestic service
– Review current program
– Determine strengths
– Consider areas needing improvement
Distance multiplies problems
– Repairs to technological products
– Warranty claims
International Customer Service Organization
The Dartnell Corporation
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WTP-Chris Schrage
Needs of international
buyers
Unique roles of foreign representatives
Product that meets needs
Great communication
Lack of discrimination
– Between various markets and home
Great prices
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WTP-Chris Schrage
Specific Issues
Language
International training/documentation
Cultural considerations
Logistics
Product warranties
Are they crazy????
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WTP-Chris Schrage
College of Business, University of Northern Iowa
2
Seminar in International Business
28/11/20012011/12/22
ROLE OF FOREIGN BUYERS
Creating Effective Customer Service
Repairs and productproduct-related problems
Consolidating shipment
Customer training and support
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WTP-Chris Schrage
College of Business, University of Northern Iowa
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