Does culture play a role in drafting CRM strategy?

 

I will try to answer with an illustration.

Birthday congrats via CRM system database

Some CRM experts may devise a CRM strategy and system as such to send automatic, yet personalized, birthday congratulation emails to customers (even to B2B customer’s contact persons if deemed appropriate). Such e-mails may carry an incentive, a special, a coupon or a digital gift. This is a brilliant idea if it is not privacy breaching & in accordance with opt-in & op-out regulations in some countries  (like West European and North American countries)

CRM-happy-birthday

However, in Middle Eastern & Far Eastern countries, people may have a different notion of birthday congratulations and/or celebrations for adults. For instance, and according to my experience as a former manager of a full-registration based digital business aimed at international freelance linguists, Asians of the Far East (Japan, Korea and China), specifically females, prefer not to enter their birthday dates on online forms at all. I actually had to change the birthday form-field into “voluntary” instead of “compulsory”, to allow some members to register their full professional information with ease and a peace of mind!

Also, birthdays are not widely celebrated in the GCC (Gulf Cooperation Council) area among native inhabitants of countries such as Saudi Arabia or the UAE, due to religious motives. So, would sending such a “thoughtful” e-mail gesture be applauded or would it rather backfire and be viewed as offensive?

I would go about it safely and say “ yes”,  in some area’s, culture does play a role. One must be wary of such sensitivities.

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