Gaining customer insights across ‘foreign’ markets is hard – true. There are certain factors such as language, values, cultural nuances and distance that need to be addressed, but often it’s as much about your own orientation – if they are ‘over there’ the ‘differences’ can seem massive. Maybe a simple orientation change will let you look at customers as customers, and focus on meeting their needs rather than seeing them as a set of ‘differences’ to deal with. We agree you can never underestimate differences in culture and location, but if you focus on this without balancing the commonalities to customers you may have closer to home, you’ll tie yourself in knots.More
Being perceived as being from a certain market can be an advantage (or a disadvantage of course), depending on where you are from and who you are selling to. If it is an advantage it may be significant but it will not necessarily protect you from new competitors and changing market forces. The ‘halo’ given to manufacturing markets for example, hasn’t always lasted, just look at China. It isn’t a new lesson but a good reminder perhaps – don’t rest on your NZ’ness; find more meaningful and defensible values and reasons for customers to believe in you and your product. With the exponential rate of change across technological developments, the globalisation of communities and the ever-present volatility of both market and non-market factors (of which we have had a nuclear-sized reminder this week), the challenges and solutions are constantly evolving.More
Local distributors, partners or extensions of your supply chain and retail network can enhance or hinder your progress massively. They may understand their markets, and embrace your products — but do they understand and relate to your true goals as a business? Too often their goals (and what part you play in meeting them) and your goals (and how they fit in) are not mutually understood.
If you can’t engage those closest to you and have them aligned with your objectives, the rest will certainly not just ‘fall into place’. It’s not just your customers that make a big difference — don’t stop focusing on getting up close and personal with your suppliers and global market ‘friends’ as well.More
What Is Open?
Open is a forum for exploring Commercial Intimacy – by looking at what’s evolving in the worlds of consumers, and where this is both challenging and liberating for business.
Get Open By Email
Sign up to get the latest Open articles delivered regularly.
Who Is DNA?
DNA is 55+ people, 4 disciplines, 2 locations, 21 years old and always curious.
We are insight-led, we question and challenge until we get to the heart of what will deliver the most intimate experiences for your customers in the most valuable and sustainable way for your business.
We have expertise in research, strategy, digital, retail, brand, product development, integrated marketing and internal and external communications. We design great brands; create innovative digital and interactive solutions, retail experiences to take customer intimacy and engagement to new levels – all of which we view within the context of Commercial intimacy.Visit our website