5 Tips To Create a Superior International Customer Experience
Now is the time to satisfy international demand for your products. But cross-border shoppers want an experience tailored to them, not the same one you offer U.S. customers. Here are five tips to sell globally—by thinking locally:
Roll out the welcome mat
Your website needs to display content contextualized for your shopper’s home country. List all prices in their local currency, and convert measurements, sizing and technical specifications (like voltage requirements) to regional standards. Make FAQs relevant and specific to purchases in that country and, conversely, hide or flag items that are difficult to ship or have promotions that don’t apply to the region. Finally, don’t forget to display the national flag.
Show them you care
International customers require a local touch, so create a customer service playbook with policies and responses specific to each country or group of countries, and include everything from delivery timing to returns. Also, consider how you’ll manage inbound inquiries in multiple languages—you may have to begin with online support in English only, but then augment it with comprehensive FAQs.
Simplify the purchase
Efficient, well-constructed shopping and transaction processes build trust and reduce abandonment. Make international purchases simple by summarizing the total costs at checkout, including shipping, duty and any other landing fees—all in local currency.
Go the last mile
Offer worry-free shipping and live up to your commitments by only displaying items that can be shipped to your customer’s address in the first place. Then provide online tracking capabilities, and comply with relevant customs clearance procedures to ensure shipping speed and predictability. Lastly, soften any sticker-shock related to shipping charges, the top reason for shopping cart abandonment: lower your costs by using U.S. and international logistics hubs to aggregate orders.
Happy returns
If an international customer wants to return an item, make it easy. Provide full credit in local currency, even if exchange rates have changed, and allow them to send the item to a domestic address.
Roll out the welcome mat
Your website needs to display content contextualized for your shopper’s home country. List all prices in their local currency, and convert measurements, sizing and technical specifications (like voltage requirements) to regional standards. Make FAQs relevant and specific to purchases in that country and, conversely, hide or flag items that are difficult to ship or have promotions that don’t apply to the region. Finally, don’t forget to display the national flag.
Show them you care
International customers require a local touch, so create a customer service playbook with policies and responses specific to each country or group of countries, and include everything from delivery timing to returns. Also, consider how you’ll manage inbound inquiries in multiple languages—you may have to begin with online support in English only, but then augment it with comprehensive FAQs.
Simplify the purchase
Efficient, well-constructed shopping and transaction processes build trust and reduce abandonment. Make international purchases simple by summarizing the total costs at checkout, including shipping, duty and any other landing fees—all in local currency.
Go the last mile
Offer worry-free shipping and live up to your commitments by only displaying items that can be shipped to your customer’s address in the first place. Then provide online tracking capabilities, and comply with relevant customs clearance procedures to ensure shipping speed and predictability. Lastly, soften any sticker-shock related to shipping charges, the top reason for shopping cart abandonment: lower your costs by using U.S. and international logistics hubs to aggregate orders.
Happy returns
If an international customer wants to return an item, make it easy. Provide full credit in local currency, even if exchange rates have changed, and allow them to send the item to a domestic address.
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Best Practices for Creating a Superior International Customer Experience
Does your U.S. ecommerce website make international visitors feel welcome? Our Best Practices guide shows how to increase sales by rolling out the welcome mat and showing international consumers you understand what it means to do business in their country.
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