The focus of this analysis will be the countries of Great Britain and India. In regards to these two countries, we investigate different traits that overall affect the strategic customer service and how each country’s culture influences this aspect differently. Therefore, the big five personalities and Hofstede’s six dimensional model all show some similarities and differences between these two large countries. The big five personalities are openness, conscientiousness, extraversion, agreeableness, and neuroticism. Openness features utilizing imagination and insight. Those who are high in this trait tend to have a broad range of interests and be more adventurous. Those who are low tend to be much more traditional and struggle with abstract thinking. Conscientiousness includes having a high level of thoughtfulness along with being goal orientated and being able to control impulse decisions. Being organized and thinking about detail also comes largely into play here. Extraversion features include excitability, sociability, assertiveness, talkativeness, and being able to express emotions freely. Unlike introverted people, these people get energy from social situations and are not as reserved. Agreeableness includes trust, kindness, affection and social behaviors. These people are very easy going and cooperative with others. Those who have a low level of this tend to be more competitive and sometimes even untruthful or manipulative. Neuroticism is one who has a lot of sadness, can be moody, and is not emotionally stable. Experiencing mood swings, anxiety, etc., can be common for those high in this trait. Those low in this tend to be stable and more able to control their emotional behaviors. Great Britain, in regards to these big five personality traits, has shown more or less of each of these traits. First, Britain seems to have high levels of extraversion in London, Manchester, Yorkshire, etc., but also low levels in the North of England, Humberside, etc. Second, Britain seems to be high in agreeableness as well which means most of their residents are indeed friendly and trusting in areas such as Scotland, which had the most, North, South West, and East of England. Some places such as London and some places nearby were shown to be uncooperative on the other hand. Third, there were low levels of neuroticism found throughout Wales and some Midland districts while South West and Southern England tended to rank a little higher. However, most were found to be scoring relatively low rather than a mixed of both good and bad. Fourth, Openness tended to appear in metropolitan areas such as Oxford, Cambridge, London, and others. There was, however, a huge number of low-level openness, which means some people in Britain were more traditional and conventional when it came to their lives. Last, conscientiousness seems to have more of a higher score especially in Isles of Scilly. India, in regards to the big five personality traits, conscientiousness seemed to emerge as the biggest trait in the country. This means that more of India’s citizens are thoughtful and have huge goals that they want to accomplish. Neuroticism and extraversion on the other hand, were found to be both positive and negative here. A broad variety of citizens all across India were social, assertive, and had low levels of anxiety or mood swings. However, some were also the complete opposite. The same trend seems to appear when looking at research that indicates that just as many people were the complete opposite here. In regards to openness and agreeableness, India did not seem to get high scores here at all. This means there is a huge need for improvement here in comparison to some other countries. Next, Hofstede’s six-dimension model. The six includes power distance index, individualism versus collectivism, masculinity versus femininity, uncertainty avoidance index, pragmatic versus normative, indulgence versus restraint. My analysis, however, is going to primarily focus on three of these dimensions, which includes power distance index, masculinity versus femininity, and uncertainty avoidance index. Power distance index has to do with inequality and how power is distributed within each country. In these societies, there are some that accept the distribution and some that do not. In Great Britain, it seems that they are a low power tolerant country, which means that they strive to equalize power and demand justifications when inequalities come into play. In India, it seems that they have a high power distance index, which means that they have an appreciation for hierarchy and a top-down structure in their society. This means they depend on those in power for direction and they do not strive to fix all injustices. Masculinity versus femininity has to do with two sides of society. The masculine side represents achievement, heroism, material rewards, assertiveness, etc., while the feminine side is said to represent cooperation, modesty, caring for the week/those in need, and keeping a good quality of life. In Great Britain, it seems that they have a high level of masculinity which means their society is more driven by competition, and success rather than working on caring for others and quality. India seems to fall behind Great Britain on this scale but they are still also considered a masculine society. Success and power basically flourishes in both of these countries. Uncertainty avoidance has to do with the fact that countries deal with the fact that the future can never be known because it is indeed unpredictable. This has to do with countries that sometimes try to control what happens while some learn to deal with their anxiety instead. Although Britain is a bit higher than India, they both seem to score low in this dimension. Both do have a low preference for avoiding uncertainty but they both somewhat accept imperfections and accept uncalled for events. Both countries are willing to adjust to any changes that may come their ways. Both of these theories do affect how each country strategizes their customer service. After careful research, I have concluded that both countries do in fact try to benefit their people more than anything. They strategize in order to mutually benefit all the parties involved and focus more on that aspect than profits themselves. Looking at these culture traits, it only makes sense that a country revolves it’s business strategies reflected off of what their people want. [ABSTRACT FROM AUTHOR]