Customer – Page 6 – understand-culture

Consult the customer

Communication with the customer about expectations is a primary role of American business. For example, a senior consultant at a major American strategy consulting firm described collaboration as an attribute that is “built into the very culture of our consulting firm.” New consultants are selected for their ability to understand and respond to the needs of their clients.

The website of a leading strategy consulting firm tells future clients that “custom solutions yield the greatest competitive advantage and value for our clients. We ground each solution in how our client’s organization actually works and in the client’s unique position in the marketplace.”

In order to understand the client’s unique situation and demands, the consultants work side-by-side with the client’s employees and listen to their concerns.

A report from the Center for the Study of Social Policy about customer service describes the complex interplay of factors involved in customer satisfaction. One finding of the report is: “Successful customer service companies listen to, understand, and respond—often in unique and creative ways—to the evolving needs and constantly shifting expectations of their customers.“

United Breaks Guitars

In 2008, United Airlines baggage handlers damaged Dave Carroll’s guitar. After the airline refused to pay to fix the damage to his instrument, he and his band wrote a song called “United Breaks Guitars” and put it on YouTube.

Within two days it had more than 24,000 views (and more than 14 million views by 2015), and it was estimated that the bad press cost United Airlines around $180 million the following year (2009).

This incident also inspired Carroll to co-found Gripevine – a company that helps customers use social media to expose their complaints and convince companies to give better service.

Small Talk as Big Talk

Big talk can come in the shape of small talk. A seemingly insignificant conversation can involve important information. One person would like to address important, even sensitive, topics without addressing them directly.

The hope is that the other party will respond accordingly, thus enabling the conversation to transition from small to big talk. In some cases, however, it is the intent of the one party to gain valuable information without the other party aware that they are divulging it.

Schweigen ist Gold

“Speech is silver. Silence is gold.” German children are taught to only speak when they have something intelligent to say. Idle banter – to speak or act playfully or wittily – is viewed as superficial, a lack of education, poor upbringing. It is considered impolite.

Personal nice. Professional better.

In small talk situations Americans seldom jump directly into the business subject matter. For Americans business is always to certain degree a personal matter. In fact, Americans prefer to work with people they like, and who like them.

Germans, on the other hand, can and will do business with you even if you have little or no personal relationship. Most importantly, they want to know if you are good at what you do. Personal is nice. Professional is better.

The Godfather

The book The Godfather was written by Mario Puzo and published in 1969. The story, which was later made into a trilogy of movies, focuses largely on the business and personal lives of an Italian mafia family living in New York. Some of the most famous quotes about the blending of business and personal include:

“Tom, don’t let anybody kid you. It’s all personal, every bit of business. Every piece of shit every man has to eat every day of his life is personal. They call it business. Ok. But it’s personal as hell.

You know where I learned that from? The Don. My old man. The Godfather. If a bolt of lightning hit a friend of his, the old man would take it personal. He took my going into the Marines personal. That’s what makes him great. The Great Don. He takes everything personal like God.

He knows every feather that falls from the tail of a sparrow or however the hell it goes. Right? And you know something? Accidents don’t happen to people who take accidents as a personal insult.

He had long ago learned that society imposes insults that must be borne, comforted by the knowledge that in this world there comes a time when the most humble of men, if he keeps his eyes open, can take his revenge on the most powerful.

It was this knowledge that prevented the Don from losing the humility all his friends admired in him. When they come … they come at what you love. They made it personal when they shot Pop. It is not business, it’s personal.”

Colleague, not Facebook friend

In 2010 the online-career portal monster.de conducted a study regarding German behavior in social online networks. 61% of people said that they are not friends with their colleagues via social media.

Only 27% indicated that they talk to their colleagues on Facebook. 12% of the survey participants are friends with their colleagues on Facebook. However, most have different profile settings for colleagues. The survey results suggest that Germans separate their private life and their professional life.