There are 7.125 billion people in the world. Each person is a unique, complex individual with their own likes and dislikes. Unfortunately, less than 50% of global businesses offer personalized customer service, despite a desire from 70% of customers. And while 69% of customers expect businesses to link communication channels together in real time, only 38% of businesses offer that.
However, there’s an inherent danger in generalizing global customer service, partly because expectations vary from country to country. For example, in Japan, customers experience omotenashi, or the absolute dedication of service to a customer and their needs. In South Africa, customer service employees are expected adhere to the principles of Batho Pele (People First), which include high levels of courtesy and service standards. But in Eastern Europe, customer service representatives view service as more of transaction than a relationship, putting customers on hold without asking and addressing customers in a direct manner.
But meeting cultural expectations is just one of the many challenges of global customer service.