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The ROI of Customer Engagement
by Donald A. DePalma, Rebecca Ray
September 15, 2017
September 15, 2017

 
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Summary
Consumers and businesspeople have more choices than ever before. With rare exceptions, they can buy whatever they want, from wherever they want, whenever they want. All that typically stands in the way of buyers getting what they want is their ability to pay – and the willingness of the seller to meet them on their terms.

In this report, we analyze those terms as they relate to the differences between domestic and international markets. For their home country, the goal of most companies is to engage with the customer at the deepest level. Internationally, not so much. Our analysts have been privy to many discussions that revolve around spending just enough on translating materials or how to localize operations enough to substantially affect revenue.

Our research find that many companies chronically underfund international efforts in comparison with domestic customer engagement initiatives – from the product itself all the way to post-sales customer care. Analysis of their failure to meet international traffic or sales targets often amounts to establishing a low or negative return on inadequate investment (ROII). As a result, localization teams spend too much time justifying their existence and the value of the work that they do.

This report takes a different tack toward demonstrating ROI. It builds on the classic customer engagement model that companies use in their home market and shows how they should adapt that for international and domestic multicultural deployment. In the process, we demonstrate the value of localization in building awareness in target markets, increasing consideration of your brand and products, pushing prospects toward purchasing, and improving customer care.

Who Should Read This? Anyone responsible for supporting the customer experience – either internationally or for domestic markets speaking other languages will benefit from the advice and practices outlined in this report.

Questions We Address
  • How do you determine if it makes financial sense to localize?
  • Can you show revenue resulting from localization?
  • How do you measure and tie the results to supporting the global customer journey?
  • Is localizing the product or service enough?
  • How do you convince people to invest in localization?

Availability
  • Global Leaders
  • Technology Vendors
Preview
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Pages: 35
 

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