Products and services are purchased at a very local level while increasingly delivered globally. How do we understand and prepare for service delivery that is both universal and locally sensitive?

1. Global ReachLocal Scale Intersperience Research Ltd. Open Ideas May 2011

3. Globalisation affords … Economies of scale e.g. One distribution centre, one call centre Control and consistency Unification of branding and marketing Search Engine Optimisation Intersperience Research Ltd. - 26th May 2011

4. The rise of the internet has had a big effect on globalisation of brand and customer service It has led to faster, more effective communications generally enabling products and services to be delivered more widely and more efficiently “It is modern communications that make it possible; for the British service sector to deal with its customers through a call centre in India, or for a sportswear manufacturer to design its products in Europe, make them in south-east Asia and sell them in north America.” Stewart Jefferies, The Guardian Intersperience Research Ltd. - 26th May 2011

8. Allows measurement and clustering by culture: identifying gapsIntersperience Research Ltd. The Cultural Lens Short term/Long term orientation Mastery/Nurturance Do people here look to the future/plan ahead? Or are they more attached to the past? Is personal ambition or caring more important? Individualism/Group orientation Power – Distance Are individual needs prioritised here or is collective wellbeing more important? How hierarchical is the society? Novelty High context/Low context Do people like to try new things? How ‘direct’ are speech styles? - 26th May 2011

9. The most highly individualist cluster: marketing needs to target benefits to the individual Low power-distance and so may be more inclined to make use of self-service Intersperience Research Ltd. North Sea cluster e.g.: The UK Latin cluster e.g.: Spain High collectivist dimension means strong influence of family in making purchase decisions and choosing how to spend their leisure time Highest power-distance cluster; probably less willing to use self-service and more importance is likely to be placed on personal service - 26th May 2011

10. Intersperience Research Ltd. So far we have seen Globalisation of products and services is a key trend This means that marketers want to standardise products and services This may lead to culture clash However, an opposing key trend is personalisation… - 26th May 2011

11. There is also an increasing demand for services to be personalised and tailored to the individual Scope for internet and mobile to offer one-to-one marketing and personalised service encounters Location based services also tap into this trend Intersperience Research Ltd. Need for messages to mobile to be tailored Semantic web (3.0) to allow more tailoring - 26th May 2011

12. Intersperience Research Ltd. There has been a huge rise in the use of mobile internet (whether by smartphone, laptop or tablet) 24% of the UK population regularly use mobile internet Q: How has your use of the following changed in the last 3 years? Deloitte (Sep 2009) Intersperience Digital Selves research (2011) - 26th May 2011

14. Does this increase the chance of culture clash?Intersperience Digital Selves research 2011 - 26th May 2011

15. There can be a lot of factors affecting the context in which marketing messages and services are consumed These will operate to different extents in different individuals in different contexts These three affect satisfaction with service most These have around a 16% stronger effect than age, gender etc.1 Intersperience Research Ltd. Physical surroundings Where you are and what’s going on around you – sights, sounds, smells Social surroundings Who else is with you? Who are you dealing with? Temporal perspective Time or perception of time Task definition What you are trying to do and why Antecedent state Mood etc After Belk (1975:159) Intersperience Experience Laboratory ‘Experiential Segmentation’ (2007) - 26th May 2011

16. Intersperience Research Ltd. In summary…. - 26th May 2011

18. Centralisation

19. Control

21. Personalised

22. 1 to 1Culture Context - 26th May 2011

23. Global ReachLocal Scale Intersperience Research Ltd. Open Ideas May 2011