Global customer experience differences are often a matter of unique cultural elements that lead to differing consumer expectations.
Japan, for example, boasts a culture of good service so that’s what customers expect – and they usually get it. If not, they tend to take their business elsewhere, a tradition known as “one strike and you’re out.”
Not necessarily so in France, where travelers report that the tradition of indifferent or rude service can still persist. As BBC Radio put it, in a twist on a phrase often associated with good American customer experience: “In Paris, the customer is not always right.”
Despite the varying cultural norms, however, experts say customer experience is generally growing more important to consumers worldwide – with Asia, where personalized, respectful service is highly valued, setting the standard.
Recruiting and retaining customers is especially critical with the increased globalization and interconnectedness of economies in recent decades. (though the effects of recent U.S.-imposed tariffs remain unclear). Experts recommend tailoring a smart international customer experience (CX) strategy to regional norms and expectations.
“Cultural sensitivity is paramount when implementing a global CX strategy,” according to CMSWire, an online customer experience site. “Each region has its own cultural norms, values and traditions that significantly influence consumer behavior and expectations. Companies must conduct thorough cultural research to understand these nuances and tailor their strategies accordingly.”
Since I’m always in favor of good, highly personalized customer experience, I’m all for this trend. It’s important to recognize and respect cultural differences when selling your wares overseas, and doing so will only make U.S. companies more focused on customer experience at home.
Globalization Can Lead To Better CX
Global customer experience differences can be traced back to globalization generally, which has helped fuel the heightened focus on experience.
According to researchers at the Washington, D.C.-based Peterson Institute for International Economics, the first wave of globalization – propelled by advances such as railroads and the telegraph – came in the 19th century.
After a more protectionist period following World War I, a U.S.-led second wave of globalization followed after World War II and into recent decades.
The interconnected marketplaces have made brands focus more on customer experience based in part on regional differences, since the standards for extraordinary experience can vary across cultures.
“In today’s globalized business landscape, recognizing and appreciating cultural diversity within Customer Experience (CX) is essential,” according to an online consultancy focused on customer transformation. “As companies operate in increasingly interconnected markets, grasping the subtleties of different cultures becomes crucial for building strong and authentic relationships with customers.”
Customer Experience Examples Around The World: Japan
When it comes to global customer experience, a great place to start is Japan.
In Japan, exceptional customer experience is so expected – and practiced – that store owners tend to greet customers with an enthusiastic “irasshaimase,” the Japanese word for welcome.
They also often bow, apologize for even minor problems, and escort customers out of the store when they leave.
The Japanese customer focus is symbolic of how experience is viewed broadly in Asia. Though specific practices can vary among countries, experts say Asian cultures tend to value face-to-face, interactions – even amid increasing digital transactions – that emphasizing respect, harmony, and building a personal rapport.
These Asian traditions bear some similarities to customer experience expectations and practices across the Middle East and North Africa (MENA). Depending on the country, customers can expect to engage in extended greetings, over a beverage, followed by personalized negotiation or bargaining. Adherence to religious practices is also important.
“The MENA region’s consumers place high value on customer service. They expect fast, responsive, and multilingual support,” according to an expert in Middle East experience. “Trust is essential in MENA markets. Customers in the region often rely on recommendations from friends, family, or influencers, and value brands that have a solid reputation for quality, transparency, and reliability.”
Europe and Latin America
Then there’s Germany, where customer interactions tend to be more straightforward and reserved, with an emphasis on precise communication and accurate information.
This can lead to experiences that are efficient – but sometimes turn out to be overly abrupt or rude. One journalist even labeled German customer experience as “unnecessarily hostile’ – and the country as a “customer service wasteland.”
In Latin America, customer experience expectations have also tended to be relatively low. But evidence shows that’s starting to change, especially as the region rapidly digitizes.
One 2022 survey showed that “Latin Americans are highly unsatisfied with customer service, with 43 percent of Brazilian and Mexican consumers calling it a secondary concern for companies. Of note: 70 percent of respondents said that their expectations for better customer service have increased in the past year.
As one online customer experience platform put it: “Latin American consumers are now coming to expect…tailored experiences.”
Going Forward: Global Customer Experience Differences
As businesses continue expanding internationally, understanding cultural nuances in customer experience is no longer optional – it’s essential for success.
From Japan’s meticulous service standards to Germany’s efficiency-focused approach, recognizing these differences allows companies to create meaningful connections with consumers across borders.
By embracing cultural sensitivity and adapting CX strategies accordingly, businesses can not only meet regional expectations but also bring those elevated standards back home, ultimately creating a virtuous cycle of customer-centricity that transcends cultural boundaries.
