Adapting Your Brand’s Approach To Customer Support in a Global Economy

Language Learning

Customer service in 2016 is crucial. In today’s digital age, global consumers require adequate and on demand customer service. With a wealth of retailers to choose from, the introduction of social media has given unhappy customers the convenience to express their dissatisfaction in public, giving brands all the more motivation to provide flawless customer support.

Offering multilingual support to global customers can benefit your brand in a variety of ways. Turning your brand’s happy customers into a source of recurring sales begins with superior customer support and ends with successful customer retention. Catering to global audiences, implementing multilingual communication into your customer support approach can result in recurring customers, customer retention, and subsequently, increased revenue over time.


An Increasingly Global Economy

Technology alone has contributed to significant advancements towards an increasingly global economy. Sophisticated infrastructures for shipping and logistics, as well as advancements in online payment and customer support entities have enabled businesses to expand globally. The results have enabled e-commerce giants to serve a global consumer base, and encouraged an increasing number of early stage startups to consider launching globally.

As purchasing and shipping procedures have adapted to a global consumer base, as has the need for multilingual customer support. With an influx of retail options to choose from, brands that opt not to provide global consumers with support in their own language can be certain other competitors will be happy to pick up the slack.

The Rate of Customer Retention vs. Acquisition

One of the most effective ways to cultivate your businesses’ sales is through prioritizing customer retention. U.S Small Business and the U.S Chamber of Commerce have reported the cost of retaining a customer as exponentially more cost efficient than the price of acquiring a new one (5 times to be exact). Additionally, businesses that focused their efforts on customer retention saw profitability of $600K per month after the first six months.

Quality customer service, as you may have guessed, can often times be one of the driving factors for strong customer retention rates. For as many as 68% of consumers, poor customer service was the primary reason for terminating a relationship with a brand. Offering your customers support in a language they can understand can be the difference between a reoccurring customer and a single purchase.

Can’t Read Won’t Buy

For most retailers, the consumer mindset of “Can’t read, won’t buy” is something that shapes the approach brands take when communicating with consumers. Offering multilingual content, and more specifically, customer support, in a customer’s native language is paramount for global brands looking to retain international consumers.

Coining the phrase “Can’t read, won’t buy”, research firm Common Sense Advisory, reports customer support in a consumer’s native language as among the most influential factors in a customer’s decision to repurchase from the same brand. The study found that 52% of consumers only purchase from sites offered in their native language. Information offered in one’s native tongue playing a key role and posing a higher impetus for purchase than price alone for 56% of consumers. Finally, the same study revealed that customers who received support in their native language were 74% more likely to make a second transaction with the same brand.

For brands looking to adapt how they approach customer relations in 2016, integrating a global approach into customer support practices can provide significant benefits for a brand’s bottom line. With the potential for higher customer retention rates and overall increased revenue, integrating multilingual support for your brand can prove to be a great investment.



Can’t Read, Won’t Buy

Client Heartbeat

Harvard Business Review



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