When a luxury brand implements Customer 360 programs, create data entry forms, or international databases are often unaware of how names differ around the world. They assume way too much about users in other countries. As a result, errors can be introduced into the data which will make interacting with customers difficult.
For example, in some cultures, such as those in Japan, Korea, and Hungary, it is common to write the family name before the given name. A software program that displays a “first name” as the given name could cause the agent or letter to unintentionally offend a customer. At a minimum, it shows that the brand does not understand the local market.
For global organizations, the challenge of matching a name increases when a name is written in a different character set in one country (e.g., Cyrillic, Greek, Chinese, Japanese, Korean) than in another (e.g., Latin, Roman, Western).
For example, when a Greek resident writes his or her address in Greece, he/she is likely to use the Greek character set, which is different from the way it would be written in the rest of Europe.