Mariano Marcos State University

City of Batac, 2906 Ilocos Norte

COLLEGE OF ARTS AND SCIENCES

A NARRATIVE REPORT
ON THE SERVICE CULTURE AND
CONSUMERISM OF THE AMERICAS

Prepared by:

RYAN ROI B. DOMINGO

MARIANNE ORFEL C. ALCANZADO
ERIKA MAE C. CALAUTIT
THEA CLARISSE BAYAN
JOANE CLAIRE C. BITUEN
NEVALYN C. BLANCO
DIANA ROSE T. DOMINGO
KATHLEEN JOYCE C. ESPIRITU
IAN BRDIGE G. ACOSTA
ALYSSA O. AGABAN
DANNAH JOY T. AGAG
Bachelor of Arts in English

In Partial Fulfillment
Of the Requirements for

BPO 102
(SERVICE CULTURE ORIENTATION IN THE BPO INDUSTRY)

Presented to

MR. DON MCARTHNEY C. TUGAOEN

April 2018
 Based on the comprehensive research conducted by the group members,
below are some key takes on the service culture and consumerism overview of selected
countries in The Americas. The Americas comprise the totality of the continents of
North and South America. Together, they make up most of the land in Earth's western
hemisphere and comprise the New World.

A. CANADA

a. Canadian Expectations on Costumer Service

 Canadian service providers should make it easy for customers to fluidly move from digital to human
interactions to get the experiences they want. Hence, companies need to create a seamless customer
experience across channels. Specifically, Canadian customers usually want multiple channel access (on
and/or offline) to service.
 Canadians expect customer service and support to be easier or more convenient to obtain. Most of
Canadian clients are frustrated by companies promising one thing but delivering another.
 Human interaction is a vital component of customer satisfaction. This is true even in the “digital age”.
Canadians have high expectations when they speak to company representatives. Canadian consumers
usually expect more live or in-person options for obtaining service and support.
 Consumers expect customer service and sales or support representatives to be more knowledgeable
and better trained. There are some Canadians who switched provider in the past year due to poor customer
service, with retail, telecommunication providers, and banks being the worst offenders because customers
have higher expectations towards human interactions compared to digital. Therefore, there is a need to tp
skill and empower employees to personalize the experience and better resolve the customer’s issue on the
first attempt.
 Exchange of data among customer and service provider is based on trust and value. Canadian
consumers are willing to provide personal data in exchange for a better experience as long as companies
are transparent and provide safeguards for data use. However, they expect that every piece of information
they provide will be used for a specific purpose that they are made aware of beforehand. Hence, Canadians
are willing to provide personal data if they can be guaranteed there are safeguards in place to protect it.

b. Canadian Expectations on Product Purchase

 Social and environmental concerns have become increasingly influential in consumers’ purchasing
decisions, and corporate social responsibility has become a prerequisite for the majority of Canadians who
want to know that companies adopt high ethical and green standards throughout their value chain. Majority
of Canadians now make an effort to buy local or Canadian-made products and some are willing to pay a
premium.

c. What Canadians look in a Product or Service?

 Health concerns are rising and health awareness is growing among Canadian consumers and will continue
to accelerate as the population ages, with 25% of the population over the age of 65 by 2031. Consumers
now look for products and services to help them maintain and improve their health, changing the type of
products they purchase for their family, the sports they play, and how they spend their leisure time. The
demand for health and wellness-related products is increasing rapidly, and 31% of Canadian consumers
are willing to pay a premium for health enhancing products. Companies that can adapt their products to
these growing health concerns are likely to generate positive reactions from customers and position
themselves favorably in the marketplace.

d. General behavior on several factors

Time Canada is a controlled-time culture, and adherence to schedules is important and
expected. In Canada, missing a deadline is a sign of poor management and inefficiency,
and will shake people’s confidence. Since Canadians respect schedules and deadlines, it
is not unusual for managers to expect people to work late and even give up weekends in
order to meet target deadlines. Successful intercultural management will depend on the
individual’s ability to meet deadlines.
Communication Canadians communicate more by the spoken word rather than non-verbal expressions.
Style Non-verbal expressions are only really used to add emphasis to a message or are part of
an individual’s personal communication style. Canadians like their personal space and
 prefer to be at an arm’s length when speaking to someone. They are also reticent to
discuss their personal lives with business associates. They expect people to speak in a
straightforward manner and to be able to back up their claims with examples. They do
not make exaggerated claims and are suspicious of something that sounds too good to be
true.
Attitudes As a rule, French Canadians are proud of their culture and heritage. They take special
towards pride in their language and speaking it well. If you do not speak French, it is a good idea
language other to learn a few key phrases, since it demonstrates an interest in maintaining a long-term
than their own relationship.
Foreigners When talking with Canadians, avoid referencing the USA or comparing your experience
of Canada to any experience you may have of the States. Canadians often feel that they
are overlooked by foreigners in favor of their more populous and more globally culturally
dominant neighbors, and by talking about the USA you risk irritating them.
Perception Canadians who engage in comprehensive financial planning report significantly higher
about money levels of financial and emotional well-being than those who do only limited planning or
not at all. Canadians usually understand their options before choosing because this will
help them reach their financial goals more effectively. However, there are legitimate
barriers such as: Personal bias which creates barriers to financial literacy that is based on
perception rather than actual knowledge. This can cause Canadian decisions to impede
their financial wellness. Three common biases are: Lack of awareness, Uncertainty
aversion and Lack of Trust.
Attitude Magazines serve as important harbingers of consumerism in Canada. Not only did they
towards bring goods for consumption to many through advertisements, but they also brought
consumerism messages about what Canadians should consume and for what purpose. For women, they
advertised products that would allow them to find and keep their husbands ranging from
beauty products to appliances, as well as goods that promised to make them good
mothers. For men, they advertised products that would allow them to demonstrate their
masculinity. Consumerism has been an important framing concept for Canadians and it
is a concept that shapes how other groups frame their discussions around different aspects
of life in Canada.
Humor Canadian humour is an integral part of the Canadian identity (English and French).
Various trends can be noted in Comedian comedy. One trend is the portrayal of a
“typical” Canadian family in an on-going radio or television series. Other trends include
outright absurdity and political and cultural satire. (Irony, paradox, satire and self-
deprecation are the primary characteristics of Canadian humour.) For example, Just for
Laughs Festival in Montreal Quebec at the Saint-Denis Theatre.
Formality in Canadian business people often begin relationships in a reserved manner which may
business and become less formal once people are more familiar with one another. Canadians
social appreciate politeness and expect others to adhere to the proper protocol for any given
gathering/ situation. Shake hands with everyone at the meeting upon arrival and departure. Maintain
interaction eye contact while shaking hands. Men may offer their hand to a woman without waiting
for her to extend hers first. Moreover, Last names and appropriate titles should be used
until otherwise invited to be less formal. In Quebec, it is usual to kiss once on each cheek
as they do in France. Some older men may even kiss a lady’s hand.

B. UNITED STATES OF AMERICA

a. American Expectations on Customer Service

 The Americans are champions in customer service and customer friendliness. The customer is
considered King and everything is done to please the customer. Americans do not understand the laid-
back attitude many cultures have towards clients.
 Americans are much more assertive than most international visitors. They use words as tools to
express their opinions and to accomplish goals. The United States is a rather individualistic society,
with less social pressure to conform. As a result, you will need to become more assertive and to speak
out on your own behalf. Take the initiative and volunteer information that will be of interest. In an
interview, talk about your goals and accomplishments. An American idiom expresses this requirement
succinctly: If you don’t toot your own horn, who will?
 American customers are direct. A customer service representative should begin any conversation or
proposal with the most important information. He should be direct, and should reserve small talk for
later.
 The United States of America is a large country with a huge internal market. The US has a 24-7
(24 hours a day 7 days a week) as well as a global economy. American companies are to be found
worldwide and outsourcing to distant countries is daily practice.

b. American Expectations on Product Purchase

  Americans love negotiating. Americans sometimes start negotiations with excessive demands or a
low price. They are usually taking a starting position that gives them room to bargain. Negotiations
may seem rushed – always remember that "time is money" to Americans.
 The deal at hand is always more important than then personal relationship.Hard selling tactics are
used from time to time. Final decisions are usually made from the top down although group consensus
is valued.
 The Unites States citizens are law abiding and used to many rules and regulations. People hardly
question public authority but will always be inquisitive when it comes to purchasing products. They
also practice their rights as a consumer, as provided by their law.

e. General behavior on several factors

Personal Space Americans tend to require more personal space than in other cultures. If you try to get
too close to an American during a conversation, he or she will feel that you are “in their
face” and will try to back away. One should try to avoid physical contact while you are
speaking, since this may lead to discomfort. Touching is a bit too intimate for casual
acquaintances. Don’t put your arm around their shoulder, touch their face, or hold their
hand. Shaking hands when you initially meet or part is acceptable, but this is only
momentary.
Time Time and punctuality are so important to Americans. To them time is money. Arrive on
time for meeting. In the Northeast and Midwest, people are extremely punctual and view
it as a sign of disrespect for someone to be late for a meeting or appointment. In the
Southern and Western states, people may be a little more relaxed, but to be safe, always
arrive on time, although you may have to wait a little before your meeting begins.
Perception Americans earns as much as they can. They tend to be workaholic, and their “American
about money dream” is catered to financial stability and security in life.
Communication Americans are energetic and positive. They usually speak in the present or imperative
Style tense with lots of action oriented words. “Let’s do this”. “Make it work” “Instant
solution”. This energizes people. Many powerful words and expressions are used such
as; greatest, excellent, brilliant, thrilling, ultimate, a roller coaster ride. Most Americans
are friendly, open and direct in their communication. In emails they communicate in
bullet points, convinced that if you do not understand you will ask. Americans are direct
and will always say what they mean.
Title Most Americans move to a first name basis pretty quickly. Always start by addressing
people using Mr/Mrs/Miss + surname until you are invited to call them otherwise. Some,
such as Doctors, will use their professional titles.
Clothing Proper business attire is extremely important in the US. If you dress inappropriately for
an interview, for example, your chances of getting the position will be significantly
reduced. Men should have at least one suit, consisting of a formal jacket and conservative
tie with a white button-down shirt. Dark suit colors, such as navy blue, black, or dark
gray, are the best. Women’s clothing is more difficult to describe. The goal is to achieve
a conservative and professional look. Straight lines and dark colors are preferred.
Management In the U.S.A, there is a sense that all people in the organization have an important role
to play and all are valued for their input. Employees expect to be consulted on decisions
that affect them and the greater good of the organization. American managers are viewed
as facilitators--people who help employees do their best work--and not simply decision
makers. Missing a deadline is a sign of poor management and inefficiency.
Formality in Meetings may appear relaxed, but they are taken quite seriously. If there is an agenda, it
business and will be followed. Expect very little small talk before getting down to business. It is
social common to attempt to reach an oral agreement at the first meeting. The emphasis is on
gathering/ getting a contract signed rather than building a relationship. The relationship may
interaction develop once the first contract has been signed. It is also expected in business situations
to shake hands upon introduction, and maintain eye contact at the same time. Americans
smile a lot and like to have their smiles reciprocated. Since Americans address each other
very informally and are on the first name basis, this can make it challenging to find out
if you speak to the CEO or to the receptionist when at a social event.
At first meeting At first meeting, American greetings are generally quite informal. This is not intended
to show lack of respect, but rather a manifestation of the American belief that everyone
is equal. They also exchange business cards since they view the business card as a source
of information for the future.

C. COLOMBIA

a. Colombian Customer Service Expectations and Consumerism

 Colombian market is certainly experiencing great prosperity. Colombian consumers are increasingly
sophisticated and they want and/or need exceptional customer service. They not want only quality products,
 but a good and/ or responsive customer service that attends to their needs because good customer service
can positively influence customer advocacy and loyalty that leverage companies to expand or enter in the
Colombian market.
 Customer service is particularly important in Colombia because most customers contacted customer
service. Colombian consumers value customer service and are likely to be more loyal and advocates for
brands, if they receive such service. Given that these consumers value fast resolution to their problems,
professionalism and effective communication.

b. General Colombian Consumer Behavior on Several Factors

Time Time lateness in Colombia is commonplace, as little value is attached to punctuality, so
do not take offence if people arrive late to your meeting. If you are going to be late,
however it would be good manners to inform the Colombian company to let them know.
Time is not an issue in Colombian meetings as they will last as long as they need to last.
Communication Colombians are generally very happy, outgoing people, who set great store by social
Style interactions. They love to tell people about almost every aspect of their lives.
Foreigners Starting in the 20th century, the North American culture had increasing influence on the
culture of Colombia. Shopping malls and tract housing in the style of North American
suburbs are very popular and are considered status symbols. Hollywood films, American
fashions, and English-language popular music are also popular.
Language In terms of presentations, you have to make sure that presentation is translated into
Spanish beforehand because if you do not speak Spanish, don’t assume that everyone
you are meeting with can understand your presentation because you cannot determine
the level of English proficiency your delegates possesses.
Perception In Colombia, individuals would save bills and coins in tin boxes. Individuals who
about money previously did not practice consistent savings habits would often times deposit into a tin
box as a first step towards savings, instead of depositing into a bank savings account.
Attitude After several years enjoying the benefits of a booming economy, Colombian consumers
towards are facing increased economic uncertainties that are having an impact on their lifestyles
consumerism and spending patterns. While Colombians look forward to a new period of peace, their
attitudes towards certain political and social topics are becoming increasingly polarized.
The tax reform introduced by the Colombian government in 2017 will also add to
economic challenges and prompt consumers to adapt their behavior.
What do they Family is a very important part of Colombian life, and such expect to see traditional roles
value in life maintained in the households. Meeting with family members will take more priority over
friends and business colleagues, so do not be offended if you appear to be blow off in
favour of a family event.
Humor For a Colombian, laughter is the doorway to everything you need. A smile sends a good
vibe and can ease contact with the person next to you. Sometimes smiling can get you
into some trouble, but, in general, we take the risk. Making a joke while negotiating may
improve the result. For example, smiling at a bus driver can get him forget he’s having
a bad day. Laughter allows people to take things less seriously, to re-think priorities, to
relieve stress.
Formality in It would be a good idea to schedule meetings at least a couple of weeks in advance,
business and although the agenda will likely remain fluid until very soon beforehand. There will be a
social lot of small talk and general chat before getting down to the task at hand. Meetings should
gathering/ be generally carried out in quite conservative manner (traditional office hierarchies) with
interaction most decisions are being made by senior people. Most decisions will only be discussed
or made within the office, and going out for a meal is considered as a social occasion to
help cement a personal relationship.
At first meeting At first meeting, shaking hands is common, particularly between men. The emphasis is
on the firmness of the handshake, and it is important to maintain eye contact and smile
throughout. As well as the use of greetings for the time of the day: Buenos dias, buenas
tardes, buenas noches. While women often grasp forearms rather than shaking hands.
Accountability Accountability, transparency and openness are central to the company’s accountability
and to all Colombians. Quarterly reports on compensation, travel expenses and constituency
Transparency office expenses are published for every member of a company.

D. PUERTO RICO

a. Puerto Rican Customer Service and Consumerism

 Puerto Rican consumers love friendly consumer service. For them, "being friendly" is the most
important characteristic when buying a product or service, whether in person or by telephone. For them,
good consumer service should maintain the following: friendliness, being greeted and saying goodbye,
being patient even if a problem arises, knowing how to listen, and knowledge of the product or service
being sold.
  Good customer service is a must for Puerto Ricans. When companies provide good service, Puerto
Rican customers will tell the world about the product. An unhappy customer will also talk, but negatively,
to neighbors, family and work colleagues.
 Negotiation. A negotiation between a Puetro Rican customer and customer service representative sually
begin with small talk and can end with a hard sell. Hence, for customers, they are not offered with the best
deal upfront, or they’ll have few options when the real bargaining begins.

b. Puerto Rican Expectations on Product Purchase and Consumerism

 Puerto Rican customers are wise buyers. Based on a poll, they are mostly described as "positive" and
they are concerned about price.
 Puerto Rican customers are patient, careful and flexible. Men are more flexible than women. Compared
to men, women are more moderate, meaning they take the price into consideration when buying a product
or service.
 Good service = More sales. For Puerto Ricans, good customer service leads to more sales, more referrals
and favorable recognition of your brand.
 The average Puerto Rican consumer prefers produce that is local, fresh and of good quality, although
price is a significant factor. Susceptible to advertising, they trust brands and favor packaging labeled in
Spanish which clearly indicates the expiration date and guarantees the product has been properly preserved.
 Puerto Rican consumers love to test new products, preferably at tastings, and use catalogs (the so-
called "shoppers") to find bargains. A third of consumers are influenced in their purchasing choices by
Puerto Rican television. Due to the economic crisis, many people have been choosing generic products and
frozen food, as well as using coupons.

c. General Puerto Rican Consumer Behavior on Several Factors

Time Puerto Ricans are patient, they can wait even you’re a bit late because they’ve adapted
that character when they’ve been colonized by the Spanish. You can be 15- 30 minutes
late or more.
Towards their Although Spanish is the national language, English is the language of business, so Puerto
own language Ricans are usually quite comfortable speaking it.
Communication In Puerto Rico, it’s appropriate to greet each other with kisses on the cheek. When
Style speaking with elders, they greet them by saying "Bendicion" which is a way of wishing
someone the best. While speaking, Puerto Ricans find it normal, and acceptable to stand
very close to one another during conversation. They also use a lot of hand gestures. Also,
Puerto Ricans point in the direction or at that person with their lips when giving
directions or speaking about someone around them. Puerto Ricans are a friendly people
who often smile while talking. They like to be very direct about issues and feelings, and
they may be a bit emphatic while doing it.
Foreigners When talking to a Puerto Rican, you must be friendly because Puerto Ricans are
approachable, they don’t want to talk with a rude person.
Perception Puerto Rican consumer spending (as a share of income) is two times higher than in the
about money continental US. Puerto Rican consumers are loyal to brands and products they know;
advertising (often emphasizing family values) is key in introducing new products and
tastings are popular. The average consumer is a woman (80%) of over 50 years of age.
Attitude Puerto Ricans culture is fully ingrained w/ consumerism. Puerto Rican consumer
towards behavior varies acccording to a number of factors including: income levels, age, family
consumerism size and the presence of children. Women are usually responsible for buying food.
What do they Family honor is of primary importance to Puerto Ricans, and they value an extended
value in life family, or modified extended family, which is the basic support system for first- and
second-generation families in the U.S. (e.g.: cousins, aunts, uncles, grandparents,
godparents (padrino/madrina), and close friends.
Humor Puerto Ricans usually use their humor for visitors to feel comfortable. They don’t want
anyone to feel left behind or uneasy.
Formality in Puerto Ricans may require your attention as a business owner. Your business may have
business and Puerto Rican customers, or you may work with Puerto Rican-owned businesses. Shaking
social hands is common for both men and women. Men and women who are friends may kiss
gathering/ each other on the cheek. Older people are respected and usually introduced first. One
interaction should be formal at first and don’t use customers’ first names unless invited to do so.
Personal space Puerto Ricans tend to stand close when conversing, at about 1 to 1 1/2 feet. They often
touch other people when talking, such as patting them on the back. Eye contact should
also be direct