Doing business in a new market is an exciting and sometimes challenging prospect. With the rise of ecommerce and with it, a rise in global competition, customer expectations around the world are growing as companies compete for customer loyalty. To be successful in any new market you’ll need to focus on your new customers, which often means immersing yourself (your company) in the local community to some degree. Because of that, it is important to understand your customers and their culture and cater to their particular needs and expectations.
As you do business in the United Kingdom, note the people’s air of formality and their fondness for tradition imbued in such cultural pastimes as afternoon tea, cricket, and the Sunday roast. To gain a true appreciation of the UK, make every effort to immerse yourself in this diverse community.
Customer Service Expectations
Globally, customers have growing customer service expectations. The majority, for instance, feel it’s most important for customer service representatives to be widely available (in some form, i.e., phone, email, chat, etc.) and able to resolve issues promptly. They also want representatives who are friendly and knowledgeable. Most UK customers expect a personalized experience from the companies with whom they do business. Keep in mind, for many customers around the world, price is considered irrelevant compared to value and customer service experience. Also, customers expect to connect with service representatives in different ways and phones are becoming less preferable.
These customer services expectations extend to the ecommerce arena as well, where customers still expect prompt resolutions and sometimes around the clock availability. When customers reach out to a company online (through email or chat) they expect to speak with or feel like they are speaking with a person.
Hours of Service Expectations
As customer expectations in the UK increase, so do customer service hours. Much of a service representative’s time is spent answering email queries, with shifts ending as late as 10 p.m. Customers expect a response within a reasonable time frame and your hours of operation may need to adjust to fit this expectation.
Localizing Your Product for the UK Market
One way to attract UK customers is to localize your product for the UK market—that is, make it seem native to the UK, or native to each of the four countries it comprises: England, Scotland, Wales, and Northern Ireland. Localization includes cultural, language, product, and legal. To do this, research the UK market thoroughly. Learning all of its regional differences, every nuance and cultural intricacy is vital. To learn more, read Globig’s article on ‘Quick Tips On Localizing For The UK Market.’
Reaching Your UK Customers
UK customers are familiar with and accustomed to all different kinds of marketing and advertising. They regularly see mail, media, online, and mobile marketing and advertising campaigns. While this means there are many ways to reach your target customers, it also means it is imperative that you have a comprehensive marketing and advertising strategy. This will make your efforts more effective and organized, and likely save you money.
Create an effective website. Even if you aren’t an “online” business, you should strongly consider creating a localized website. People in the UK also like to correspond with businesses through the ever-present Royal Mail. One of the most important things to remember, though, is branding and messaging. How can you distinguish your company from the competition?
Sales Tactics That Work
If you decide not to hire local sales agents and instead bring in your own sales agent, be sure you understand what sales tactics and techniques work on UK customers. Relationships over time are very important, plan in that you’ll need to slowly develop a relationship that can lead to a sale. Implement solution selling, a technique that focuses on exploring your customers’ need and wants rather than just promotion of your product. Find and connect with the right prospects. For B2B, this usually means getting past the gatekeeper or secretary. Learn to deal with objections and refine your negotiation skills.
This Globig video interview with Andrew Oury of Oury Clark, a UK firm offering accounting, finance, and law services, shares some great tips on building business relationships in the UK.
Language Expectations
If you don’t speak English, it’s advisable that you come with an interpreter. Since the UK has a unique culture, or cultures, its language expectations are different as well. Remember that British English differs from the English in other countries, most notably American English. The differences should be understood and proper British English should be used with your customers, including online.
Website Design and Usability
Your website doesn’t have to be fancy, but it should be localized to the UK market. Make sure to use British English. Also, keep in mind things like spelling, concepts, terminology, abbreviations and slang. For instance, if you saw the word “fortnight,” would you know that it actually means “two weeks?” With design, the UK crowd tends to favor a much cleaner feel, partial to a lot of white space.
Office Location
Most people around the world, including those in the UK, often feel more comfortable dealing with and sending their money to a company in their own country. You may be thinking of opening a branch or subsidiary, or may just be looking to provide the reassurance that you are local with a virtual office. There are affordable ways you can test the market as you grow your business while letting the market know that you are committed to doing business there.
Expanding into the UK market is an exciting business prospect for many companies. The UK is one of the largest consumer markets in the world and it is also used as a gateway to the larger European market. To be successful in the UK market, it is important to understand and work around your UK customers’ expectations.
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