CUS­TOMER EX­PE­RI­ENCE

BUILD A BUSI­NESS TAI­LORED TO A PHE­NOM­E­NAL CUS­TOMER EX­PE­RI­ENCE IN THE CHI­NESE CON­TEXT, AND YOU’LL RE­ALISE YOUR CHINA DREAMS IN NO TIME. MAT WYLIE EX­PLAINS HOW.

NZ Business - - CONTENTS - MAT WYLIE IS CEO OF CUS­TOMER RADAR. FOR MORE IN­FOR­MA­TION ABOUT HOW YOU CAN MAKE A DIF­FER­ENCE TO YOUR CUS­TOMER’S EX­PE­RI­ENCE AND BOT­TOM LINE GO TO WWW.CUSTOMERRADAR.COM

IF YOU’VE DREAMT about your busi­ness mak­ing it big in China, you’re not alone. Cap­ture even a frac­tion of the mar­ket, and your busi­ness can ex­pe­ri­ence growth un­fath­omable in New Zealand.

The trou­ble is, 48 per­cent of for­eign busi­nesses fail in China within two years.

I don’t know about you, but I don’t like those odds – par­tic­u­larly since we’re talk­ing about busi­nesses like Nike, Uber and Louis Vuit­ton.

Just last month I was speak­ing with Gabriel Walker from Silk Cloud – spe­cial­ists in Chi­nese mar­ket pen­e­tra­tion – who con­fessed, “China is com­pletely dif­fer­ent in ev­ery way. There’s al­ways stuff that sur­prises.”

Does this mean Kiwi busi­nesses should give up on their dreams of Chi­nese suc­cess?

No. I strongly be­lieve that in a vast, sat­u­rated mar­ket like China’s, cus­tomer ex­pe­ri­ence is even more pow­er­ful. Build a busi­ness tai­lored to a phe­nom­e­nal cus­tomer ex­pe­ri­ence in the Chi­nese con­text, and you’ll re­alise your dreams in no time. Here’s how:

1. It’s all about con­ve­nience – and mo­bile pay­ments are the way.

When it comes to pay­ment, China is com­pletely dif­fer­ent to New Zealand. So much so that the main Chi­nese credit card provider (which holds a mo­nop­oly) only cov­ers 14 per­cent of China’s trans­ac­tions. The other 86 per­cent? Mo­bile pay­ments, through chan­nels such as Ali­pay and WeChat.

Mo­bile is how China makes pay­ments, and to ne­glect this fact is to sig­nif­i­cantly un­der­mine your cus­tomer ex­pe­ri­ence. Op­ti­mise your busi­ness for mo­bile pay­ments, and you’ve just made the cus­tomer ex­pe­ri­ence that much more seam­less and con­ve­nient.

2. Get your lo­gis­tics right.

The way to cre­ate a stun­ning ex­pe­ri­ence be­gins with ac­ces­si­bil­ity. If you’re sell­ing on­line, as many busi­nesses en­ter­ing China will be, you need to be able to re­li­ably de­liver prod­uct in the time­frames you’ve promised. That’s where hav­ing good lo­gis­tics chan­nels comes in. Whether you’re work­ing di­rectly with sup­pli­ers in China or work­ing through a part­ner, make sure that your lo­gis­tics chan­nels can be counted on to de­liver a great cus­tomer ex­pe­ri­ence.

It’s not just about mar­ket pen­e­tra­tion. It’s about be­ing ac­ces­si­ble to your cus­tomers in the way they want to ac­cess you.

3. Cre­ate peace of mind through vis­i­ble feed­back.

Sat­u­rated mar­kets de­mand busi­nesses demon­strate cred­i­bil­ity to suc­ceed. China is no dif­fer­ent. Sure, the oc­ca­sional cus­tomer may give your prod­uct a try, but you’ll never achieve real mar­ket pen­e­tra­tion un­less cus­tomers can feel gen­uinely con­fi­dent in your of­fer­ing.

That’s where cus­tomer feed­back comes in. By gain­ing re­li­able, val­i­dated cus­tomer feed­back, then shar­ing this with your prospec­tive cus­tomers, you trans­form the cus­tomer ex­pe­ri­ence. No more guess work in the buying process – with trans­par­ent feed­back cus­tomers can have con­fi­dence in what they’re buying, even be­fore they en­gage with you.

Re­mem­ber, the cus­tomer feed­back isn’t just about how cus­tomers feel once they pur­chase your prod­uct – it’s about the holis­tic ex­pe­ri­ence. 4. Tell your story and build your brand. Gabriel shared with us re­cently that, “In New Zealand, we gen­er­ally hope that the prod­uct does the work for us – if you make a good prod­uct, peo­ple will re-use it. How­ever, in China, it de­faults to how strong your brand is.”

STAND­ING OUT

With the Chi­nese mar­ket hav­ing ac­cess to some of the cheap­est and high­est qual­ity prod­ucts around, how do you stand out from the crowd? It’s sim­ple – iden­tify your tar­get mar­ket, tell your story in a way that ap­peals to them, share that story through the chan­nels they’re on daily, and make sure that the cus­tomer’s ex­pe­ri­ence lives up to that story.

Share your New Zealand story, then live up to that story with great prod­ucts and an even bet­ter cus­tomer ex­pe­ri­ence.

“Mo­bile is how China makes pay­ments, and to ne­glect this fact is to sig­nif­i­cantly un­der­mine your cus­tomer ex­pe­ri­ence.”

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