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Philadelphia Gas Works (PGW) corporation’s Parts & Labor Plan provides its customers the support and protection of their appliances in case of malfunctioning and breaking. The project’s primary aim is to attract customers in different market segments. For example, families who do not speak English can be a significant problem. This segment requires the unique approach of the customers’ acquisitions. Primarily, the families without proper language skills, are represented by the foreigners. In other words, the international acquisition strategies can be implemented in order to impact the customers’ decision-making.
One of the major factors in dealing with customers who cannot speak English is to define the customer acquisition cost. It is vital because of integrating the technologies-based tools that can help the customers cope with the language barrier. The implementation of different applications or special devices for translation into various languages. As far as the technologies require additional funding, the customer acquisition cost is one of the essential factors in this segment. It usually consists of the dependence of the general acquisition spend on the number of customers acquired during a particular period of time. Analyzing the particular expenditures based on this parameter can significantly improve the level of customer acquisition.
This segment is especially vital to be previously calculated in order to access the risks. Ethnical diversity of the state should also be considered in case some of the customers have difficulties with English speaking and comprehension. The state where the research was conducted has a 15,2% Hispanic population, and a part of them speaks only Spanish. If the household members are Spanish speakers, the company can provide them with a technician who knows Spanish and could explain all the specialties of gas utilities in their home. That makes the approach of the Parts & Labor Plan client-oriented and detailed. Such actions require immediate actions to respond to the problem. Thus, the allocation of additional resources is required. That is why the customer acquisition cost is vital for consideration. The new employees and technologies are necessary to work with the foreign customers.
The second approach can positively affect the decision-making process. It is primarily based on proposing the ethnicity-neutral policies and values of the company. As far as the families who cannot speak English are especially foreigners, they should understand that the company respects their culture and traditions. Moreover, the acquisition also includes the attention attracting theories through the advertisement. Different banners, posters, and other managers should be designed based on practical experiments. The company should implement neutral colors, designs, and details. Such a situation is correlated with the problem of racial and other types of discrimination. All the mentioned aspects are primarily associated with severe issues which should be addressed. The well-developed system of values includes the international element. By developing this approach, managers will contribute to the changes in the decision-making method of the customers. The translation of the company-related materials into different languages can also enhance the acquisition of customers who cannot speak English.
The retention of the contract can be supported by implementing the special personal sales. The enchantment of future communication will definitely be under the current conditions. Through the community, the foreigners can learn English better and develop communicational skills and feel like a part of the big family. Such a metaphor is vital because one of the prior aims of any company is to ensure efficient communication. Therefore, the retention techniques can be efficiently used when integrating the foreign customer.
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