Entrepreneurs often try to create businesses that transcend place and culture in order to appeal to customers all over the world. But culture is impossible to escape, and in fact, businesses can even turn to their cultural roots–as well as those of their customers–to shape the way they provide services. If you’re struggling to see how your cultural background can actually serve your business, here are a few pointers to help you use culture as a powerful tool to draw in and retain customers!
How To Leverage Power Distance To Attract Your Customers
Depending on your cultural roots, you and your customers may have different perspectives on the appropriate amount of power distance in your business relationship. Power distance is an anthropological trait that describes how members of a particular culture value hierarchy or egalitarianism. In high power distance cultures, people are often drawn to hierarchies–clear and detailed chains of command that, in a business context, let them know who is in charge, what everybody does, and who to approach regarding various issues.
By contrast, people in low power distance cultures are more egalitarian, and consumers may be just as comfortable speaking with regular employees about certain issues instead of asking for a manager or higher authority. Regardless of your business’ cultural background in terms of power distance, you can offer customers both options. Whether you have a complex, hierarchical call center service for customer interactions or a more personalized employee-customer service model, you can clearly delineate your business’ hierarchy to high power distance customers while also offering those who enjoy a lower power distance options to break the mold of the hierarchy.
Dealing With Individualism and Collectivism in Consumer Settings
One of the more complicated cultural issues to deal with in business is individualism and collectivism. Certain cultures produce members who are individualistic, prioritizing their own needs and ability to serve themselves in business contexts, while others produce collectivistic members who value communal options and a high degree of integration between businesses and the local community.
The individual-collective dynamic can influence how you serve your customers in many ways. Individualistic customers often respond well to personalized feedback options like customer surveys, while collectivist customers will value a business that shows pride in its community by supporting common causes and hosting communal events. You can even put the individual-collective dynamic into practice among your employees by granting them greater individual autonomy and also allowing them to use your business as a platform for advocacy in their communities.
Understanding the Role of Uncertainty Avoidance
No one likes uncertainty, but how a person responds to it, especially as a customer, is a major cultural factor in business operations. If a customer comes from a culture with a high level of uncertainty avoidance, they will be less comfortable with businesses that don’t have set rules and regulations and will prefer a business relationship where outcomes are very controlled and predictable. By contrast, customers with less uncertainty avoidance will be more tolerant of flexibility and take more initiative in controlling their interactions with a business.
From your perspective as a business owner, understanding how uncertainty avoidance works can impact how you approach service. For highly-avoidant cultures, you might be able to relieve some uncertainty with well-crafted customer experiences, such as an organized website or an orderly business space. Even unconventional businesses can use uncertainty avoidance to their advantage. A tent rental company, for example, can eliminate uncertainty with clear information regarding tent sizes, lease lengths, and materials, while a greater degree of customizability can be allowed for more flexible customers.
Preparing for Customers With Long or Short-Term Orientation
Different cultures also have different perspectives in regards to short-term or long-term goals in business settings. Customers with a long-term orientation prefer long-lasting products and are very cautious about purchases, taking the future into account, while customers with short-term orientation are more likely to make transactions based on immediate needs. You can think of it in sort of the same way as a game of blackjack, with certain customers being strategic in their choices and others going for an immediate payout.
In a business context, you can use customer orientation to your advantage. Consider again a business that engages in tent rental, such as high-peaked tents: such businesses might encounter renters with long-term orientations, who are more concerned with renting a durable and long-lasting tent, and also short-term-oriented customers who are simply interested in renting a tent quickly for an immediate purpose.
Navigating Different Communication Styles
Communication is the heart of business relationships, and it is also a powerful cultural trait. Certain cultures prefer direct communication that is clear, detailed, and effective at laying out consumer-business boundaries, while others will respond better to indirect communication through age-old methods such as storytelling and metanarrative. Communication also embraces concepts such as a business’ tone to customers and its use of time.
In order to retain customers effectively, businesses should investigate a variety of communication models. Consider classic methods such as advertisements, billboards, and deals, as well as more indirect models such as customer engagement events, community outreach, and story-based marketing.
Final Thoughts
There’s no one way to do customer service right, and oftentimes there are methods of service that draw wisdom from various cultures. To make your unique customer service model as a business, use your cultural roots as a tool and don’t hide them in an attempt to be more universal! You’ll find that leaning into what makes your business unique is actually a better way to build a loyal and trustworthy customer base!
Author Bio:
I’m Jack Metallinos, founder of All Occasions Tents. At 59 years old, I bring a lifetime of entrepreneurial experience and a deep passion for serving my community. My business journey started at just 19, selling fruit on the roadsides of Marin County, California. That early start taught me the value of hard work, customer service, and building lasting relationships. Over the years, I’ve grown from those humble beginnings into running a successful tent rental business that makes our jobs stand out from the competition. Whether it’s a warehouse tent, restaurant patio cover or just a community gathering, I take pride in providing reliable service, quality tent rentals, and a personal touch for every customer.
