7 Key Traits of North Americans

© 2010 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc. www.sutherlandglobal.com © 2010 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.

An Introduction to the American Consumer Culture

7 Key Traits of North Americans

© 2010 Sutherland Global Services Inc., All rights reserved. Privileged and confidential information of Sutherland Global Services Inc.www.sutherlandglobal.com

April 19, 2023222

This Program aims the Participants:

To demonstrate understanding on what drives the behaviors of North American callers.

To be able to adjust your call phrasing to build better partnerships with callers. In turn, CSAT scores will increase.


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BEHAVIOR OF THE AMERICAN CONSUMER:


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1. INSISTENT ON CHOICE:

• Americans like having many different options to choose from

• The Constitution supports choice

• How does this relate to your program’s calls and how can we be sensitive to make the member feel that there is a choice?


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2. PURSUIT OF THE IMPOSSIBLE DREAM AND A CAN-DO ATTITUDE:

• Even the poorest child in America can grow up to become President

• It drives us to create things to make dreams come true

• As the old saying goes, “When there’s a will there’s a way”.


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3. OBSESSION WITH BIG AND MORE:

• Because the country is big, North Americans tend to think big

• We like big SUV’s, big houses, big stores (WAL-MART, Toys-R-Us, Superstores, Big Book Stores)

• Americans think “Bigger is Better”


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4. IMPATIENCE WITH TIME:

• North Americans are very impatient

• We are the most time-obsessed culture in the world

• Time is MONEY, and we want it, and everything else NOW

• Meetings, work start times, everything should start “on time”


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5. SILENCE IS NOT GOLDEN:

•In a country with Freedom of Speech, silence is not golden

•Understand communication styles of the different parts of North America-speak clearly, use understandable phrasing-no internal “jargon”

•North Americans are fans of small talk/sporting talk

• If a client initiates small talk, by all means play along, but work to resolve their problem ASAP


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6. ACCEPTANCE OF MISTAKES/ URGE TO IMPROVISE:

• We learn from our mistakes

• We often have to improvise as goals and challenges are very aggressive- We don’t always have time to plan to achieve goals, but have to improvise

• Americans will expect this from their rep also. They expect people to “think on their feet” and find a solution: i.e. IMPROVISE!


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7. FIXATION OF WHAT’S NEW:

• North Americans have an insatiable appetite latest technology, latest fashion trends, latest strategies

• Americans equate “Newness” with “Coolness”

• New strategies and products give CHOICES, which bring us full circle back to trait #1

• If a rep/program has a new product available, by all means, mention it to the client


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SUMMARY

The importance of understanding and reacting properly to Americans will help us establish better rapport with our callers

Knowing what North Americans value in business decisions can increase our CSAT scores

Conciseness can be improved when we understand our callers’ traits.


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THANK YOU

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7 Key Traits of North Americans