This article is based on a presentation given by Ash at our Customer Success Festival in London 2023. Catch up on this presentation, and others, using our OnDemand service. 

For more exclusive content, visit your membership dashboard.

Throughout my career, I've noticed a common trend as organizations expand globally: the tendency to implement a uniform strategy across diverse markets. 

This “copy and paste” approach often continues unchallenged until it encounters significant obstacles. This has led me to ponder the underlying reasons for these challenges. While economic factors certainly play a role, one critical aspect often goes unmentioned: cultural nuances.

I’m Ash Bhardwaj, a seasoned Customer Success Manager with experience ranging from startups to global giants like Shopify and Google. Throughout my career, I've discovered the profound impact of cultural awareness on building successful customer relationships. 

In this article, I'll share insights and strategies that have helped shape effective global customer success frameworks, ensuring that our approaches resonate with customers from varied cultural backgrounds and contribute to their strategic goals. 

Keep on reading to learn about:

  • The impact of cultural diversity on customer success
  • Understanding low context in high context cultures
  • Navigating language barriers and business etiquette across cultures
  • Leveraging cultural insights for effective customer success strategies

The impact of cultural diversity on customer success

As customer success professionals, we recognize the importance of building strong relationships with our customers. It's crucial to acknowledge not only the impact of cultural diversity on these relationships but also the depth of its influence, which extends far beyond mere language differences.

Cultural diversity involves varied communication styles, decision-making processes, and relationship-building expectations. To illustrate, let's consider how feedback is perceived across different cultures. 

In Western cultures, direct feedback may be common and accepted as straightforward communication. However, this same directness can be viewed as confrontational in Asian or Middle Eastern cultures.

I recall a particularly telling incident from my time at Shopify that underscores these differences. We had a client from the UK who expressed mild frustration by saying, "I'm a bit frustrated." The customer success manager, based in Germany, interpreted this as a minor issue due to cultural differences in expressing dissatisfaction. 

In contrast, what the client meant was considerably more critical of our actions than the manager realized. This misunderstanding highlighted the importance of grasping how different cultures communicate dissatisfaction or concerns.

These experiences underscore that what is said in one language can lose its meaning – or take on a new one – when translated into another cultural context. This is something I learned from the book "The Culture Map" by Erin Meyer, which offers valuable insights into navigating these complex cultural waters. Understanding these nuances is essential for effective customer engagement across diverse cultures.

Understanding low-context and high-context cultures

If you work in a job that requires you to communicate internationally, it's essential to understand the distinction between low-context and high-context cultures. This concept can be visualized through a line graph that illustrates where different countries fall on the spectrum.

Low-context to high-context

For instance, the United States is typically seen as a low-context culture. This means that communication is expected to be precise, simple, and clear. Messages are direct and the language used leaves little room for interpretation.

Conversely, many Asian countries, like Japan, are considered high-context cultures. Communication in these cultures involves much more than just the spoken or written word. It includes a range of subtleties such as body language, facial expressions, and the nature of the relationships between the individuals involved. These additional layers of communication add nuances which are crucial for understanding the full message.

Recognizing whether a culture is low context or high context can significantly enhance our interactions, not just with international clients but also with internal teams from different countries. 

By understanding the foundational communication styles of different cultures, we can better interpret what is meant by what is said and adjust our communication strategies accordingly. This knowledge is invaluable in navigating the complexities and challenges of the global marketplace.

Language barriers and business etiquette across cultures

Language barriers represent a significant challenge in global communication, affecting not only the literal translation of words but also the broader context of business etiquette and expressions of sentiment. It’s vital to understand what’s truly meant when someone from a different culture communicates their needs, frustrations, or decisions.

For instance, the expression of gratitude, the articulation of a desire for change, or the process of making a business decision can vary dramatically between cultures due to differing leadership styles and customer expectations. One notable example is the preferred communication platforms in different regions. 

In many Asian countries, mobile apps like WhatsApp and WeChat are widely used for business communications, unlike in Western countries where these platforms might not be standard for professional interactions.

Additionally, time zone differences pose a substantial logistical challenge, as I learned firsthand while working with a U.S.-based startup prior to my time at Shopify. Our client base spanned from Japan to South America, making coordination across time zones a constant hurdle. The expectation of immediate response times also varied significantly. At the same time, it might be acceptable to respond the next business day in one culture, others might expect a prompt reply even after typical business hours.

These cultural expectations require us to manage and communicate our working hours and availability carefully. It’s crucial to set clear expectations with international clients about when they can expect responses to ensure that both parties are aligned. This helps maintain professionalism and respect each party's time, ultimately enhancing the customer experience across diverse cultural landscapes.

Using cultural insights for effective customer success strategies

Drawing from invaluable resources like The Culture Map (2014) by Erin Meyer, and Riding the Waves of Culture (1994) by Charles Hampden-Turner and Fons Trompenaars, I've gained profound insights that have significantly informed our approach to customer success. These books provide an essential framework for understanding and adapting to cultural differences, which I highly recommend to any Customer Success Manager looking to refine their strategies to better align with diverse client backgrounds.

A quote that deeply resonates with me and shapes my perspective on our work is: "The impact of cultural diversity is not a barrier, but an invitation to broaden our understanding and enhance our effectiveness in the global marketplace." This view challenges us to see cultural diversity not merely as a hurdle but as a substantial opportunity to elevate our efforts and outcomes.

Understanding cultural nuances is particularly crucial when navigating business hierarchies and decision-making processes in different markets. For instance, in more hierarchical societies, recognizing and engaging with key decision-makers directly can significantly impact our sales strategies, such as upselling and cross-selling. Conversely, in more egalitarian cultures, where influence is more distributed, our approach needs to be tailored to engage a broader group of stakeholders.

Egalitarian to hierarchical

These cultural insights not only help us tailor our communication and sales strategies but also empower our teams to foster stronger, more respectful relationships with our clients. By appreciating and adapting to the cultural contexts of our customers, we enhance our capacity to support their success and, consequently, our own.

6 strategies for navigating cultural diversity in customer success

Navigating cultural diversity effectively requires a multifaceted approach that encompasses training, adaptive communication, localized strategies, and leveraging diverse teams. Here are some key strategies that we can deploy to enhance our global customer success initiatives:

Cultural intelligence training

To foster an understanding of diverse cultures, communication styles, and business practices, we implement cultural intelligence training. This includes workshops, seminars, and other resources aimed at educating our teams. Such training enables our team members to better understand and engage with the global book of business they manage.

Adaptive communication styles

It's crucial to adapt our communication styles based on regional preferences. Whether a region prefers formal communication or a direct approach, understanding these nuances allows us to integrate these styles into our daily interactions effectively.

Localized customer success plans

Developing localized customer success plans is essential, especially when dealing with regions as diverse as South Europe, Scandinavia, the Middle East, and beyond. Tailoring our approach to fit the specific needs and cultural expectations of each region ensures more effective engagement and customer satisfaction.

Leveraging diverse teams

Having CSMs from various cultural backgrounds within our teams provides a wealth of perspectives and insights. This diversity is invaluable in understanding and navigating the cultural nuances of our customer base, enhancing our decision-making processes and ultimately satisfying our customers more effectively.

Case studies in cultural competence

Prominent companies like HubSpot and Cisco exemplify the benefits of cultural competence initiatives. HubSpot's cultural training initiative educates team members on the preferred practices of their global customer base. Cisco employs global Account Managers who act as cultural navigators, guiding teams on how to interact with clients in different regions effectively.

Implementing practical tools

At my current startup, which has a significant number of customers and team members in South America and Asia, we've prioritized cultural intelligence training. This initial step involves educating our teams about the varying communication styles across cultures and incorporating these insights into their daily practices. This approach has proven to be instrumental in our growth and in establishing robust customer success processes.

These strategies underscore the importance of viewing cultural diversity not just as a challenge to overcome, but as a strategic advantage that, when managed well, can significantly enhance our global outreach and customer engagement.