Global or local: It’s your call
There’s no denying that sport is now a global industry. At the time of writing England’s cricketers are in Australia, with the women’s Ashes series almost complete and the men’s about to get underway. At the same time, the southern hemisphere is hosting the Rugby league World Cup, whilst rugby union players are congregating in Europe for the autumn international series. Looking forward to the next few months we have the Winter Olympics in February 2018 as well as a host of international sporting fixtures in a variety of sports.
So sport has gone global; but sport also delivers on an intensely local level. And in fact that’s how the majority of people directly encounter sport; participating in Saturday fun runs or in local leagues that may draw teams only from a radius of a couple of miles.
That’s the great thing about sport; it gives everyone the chance to participate globally or locally at a level which suits them. It is therefore also a perfect illustration of the way in which businesses can position themselves at any level on the world stage. Your product or service might be offered globally or nationally; but it may equally be deliverable at a local level. And whilst some organisations may choose to operate at a single level, others may develop a strategy which enables them to flex their offering and support customers at every level from local to global.
Whether your strategy takes you, the key to success is to ensure that your business delivery is appropriate to your anticipated customer base. For some businesses that may mean being aware of national norms, perhaps changing the colour of your product or tweaking the style in order to provide the optimum outcome for your customers. For others the answer may be to provide a multiple language facility on your website or to offer contact telephone numbers which make it easy for customers to get in touch.
For example, if your customer base is confined to a local area then it may make sense to offer a local telephone number whereas truly global organisations may instead opt for a universal international freephone number in which, with the exception of the prefix, the number stays the same across multiple countries. In between these two extremes there is a host of alternatives including international regional numbers, national numbers and specialist numbers such as 03 prefixes which are used in the UK for charities and other not-for-profit organisations.
Adding to the mix comes a choice of freephone, local rate or premium telephone numbers, all bringing their own specific benefits depending on the service being offered and the expected customer mix. In other words, it’s not just sport that can simultaneously offer a local and a global experience. Business too can speak to the world on multiple levels and can enable the world to answer simply by choosing a telephone number mix which resonates with customers. Are you in the best shape to participate on your chosen stage? You may want to check that your phone number is fit and ready to go.