Case StudyEffect on acting on worldwide agents
How We Prevented Damage and Increased Revenue by Using Culture Cluster Segmentation
One of our clients sells high-end machinery for the food industry worldwide. The company is one of the industry leaders in their sector.
As they are targeting countries all across the globe, they have to deal with cultural difference in 80+ countries. They have one B2B global website in English.
Getting the best out of your one Global Website
We were asked to optimise the results off their global website in the English language. The client wanted to sunset their worldwide agents pages. On these pages, visitors found contact details for all the agents working for this client.
The problem HQ encountered was the low response on the out-clicks on these contact details. They decided to remove the agent-pages and send all the contacts through HQ.
Based on culture Cluster Segmentation, we found that based on cultural dimensions, app. 35% od all the leads would got lost. As these losses would be in countries with a reciprocator culture cluster, we proposed a different solution: Ask your agents periodically how they followed up on the out-clicks and leads.
The effect was that not only the loss of 35% of leads was prevented, but also the results of the leads were increased by 76%. In some cultures they only act if you do care about it. Not asking is not caring.
Preventing losing leads