How to win foreign hearts via consumers
This is about foreign consumers in China and how they could help brighten the country’s image. Let me discuss this in a larger context.
In recent weeks, phrases like “mutual benefit”, “development of humanity”, “international fairness”, “universal security”, “common prosperity” and “shared future” have marked the national discourse in China, which is keen to outgrow what was perceived as the “me-first-allelse-later” attitude and embrace a give-and-take approach in dealings with the world.
It appears China has realized perceptions matter, especially when part of the national focus is on openingup, foreign investors, foreign technologies, foreign tourists and foreign talent.
The country is keen that the world perceives it as a well-meaning, reasonable friend — a nation that will treat others big and small equally, and be sensitive to their sensibilities and needs.
I think China’s strength in digital technologies could help show the world the country actually walks the talk. How? Simple: Let foreigners in China become the country’s goodwill ambassadors.
In this age of social media, nothing shapes perceptions better or quicker than digital word of mouth.
It is conceivable that halfa-million foreigners (expatriate workers, their families, international students, foreign visitors including tourists) could be in China at any given point in time.
Although they are a minority, they have a few things in common with the 1.4 billion people of the nation.
They, too, strengthen the national economy, pay local taxes, are consumers of the same products and services, and customers of the same Chinese manufacturers, retailers and service providers.
Using technology, kindness and imagination, China could seek to win their hearts by ensuring they, a microcosm of the world, are treated on an equal footing and not at a disadvantage in any manner. Such a scenario would demonstrate China’s commitment to its new discourse and potentially help shape credible positive perceptions.
The starting point could be recognition that multilingual communication is sine qua non in a globalized world. This could mean providers of telecommunications, entertainment, medical and healthcare services in China offer notifications, other communications, information and customer service in multiple languages to foreigners.
This is doable. When a consumer registers for a service, he or she offers relevant personal information.
Big data technology can help determine the composition of a company’s customer base, and data analytics can be used to customize customer service.
Similarly, all consumers, including foreigners, deserve access to dispute-resolution mechanisms, including innovations like real-time online consumer courts. The National Internet Platform of Consumer Dispute Resolution was launched last March and upgraded its services last week. It would be helpful if the platform explores ways of reaching out to all consumers in China, irrespective of their nationality.
I tend to speak highly of how technology makes life easier for ordinary people in China. But a recent case of an app-based rentable bicycle company that vanished with my deposit gave me the blues and I didn’t quite know where to go for a refund.
Last year, I couriered back a broken sandwich-maker to the e-retailer concerned, but despite numerous online pleas, am yet to receive a replacement.