Multilingual Support: Speak Your Customer’s Language

By Rachana Chotia / In Customer Support / May 17, 2021 / 7 Mins read

Multilingual support comes with its benefits, such as accessing a wider market and building loyalty. Let’s look at how you can get closer to your customers by speaking their language.

Globalisation has opened the doors of the world for every business. However, it has also created the pressure of competition and the need to diversify customer connectivity.

The biggest disappointment that a business might face in customer satisfaction is the inability to communicate in their language.

Having access to multilingual support can make customers feel happy and satisfied. It extends comfort to a customer who is uncomfortable conversing in English. In this case, it could be any language that’s not their mother tongue.

Additionally, it’s been found that 75% of customers prefer to buy from brands that offer the product information in their native language.

The Middle East is one the most linguistically diverse region with more than 60 languages spoken. In addition to the local languages, people speak English as a business language. Thanks to its status as the global business centre.

With such a vast market, the Middle East is one of the markets that offer the opportunity to the brands to use bilingual content to reach citizens and businesspeople. Hence, the need for multilingual customer support crucial.

Let us look at what is multilingual support and why is it important?

Statistically speaking, there are around 7100 languages spoken in the world today. Only 23 languages are spoken by around half of the population. With such a huge variation and diversity, the business must develop multilingual support to assist the customers worldwide. 

Around 71.5% of customer service leaders claim that customer satisfaction is boosted when they connect in the native language.

It is important to offer the service in the English language, as it is widely accepted. However, it is also crucial to connect with the customers in their language.

The important aspect is understanding the scope of the language and localising the communication.

A brand cannot offer every information or detail entirely in the native language. Though, extending the communication of the important aspects in the native language can act as a boon.

A gap in multi-language customer support

Indeed, multilingual customer support is important. But there is still a great gap between the actual and implementation expected.

Roughly only 19% of the customer contact centres offer support for queries and provide resolution in multiple languages. And this too in the most common channel: voice.

Employing staff that are capable of handling customers based on the linguistics needs is not only extensive but also expensive.

So, the question that arises here is, how do you use multilingual support?

The simplest and easiest way is to incorporate the multilingual chatbot. Offer customers the opportunity to select the language in which they are willing to communicate.

Conversational platforms offer this facility in both chat and voice format. What’s more, they can easily be designed and implemented. 

We will soon understand the need for a multilingual chatbot. But first, let us look at the importance of multilingual support to a business.

Why is multilingual support important?

For every company, keeping their customers happy is one of the topmost requirement. There are many ways to do that; one of them is speaking their language. The importance of multilingual customer service is as follows:

1. Increase in sales

The main aim of the business is to increase sales. Nearly 74% of customers are willing to buy again from the brand if offered after-sales service in the native language. 

Multilingual customer service representatives play quite an important role here. When the representatives connect and solve the customer queries in their native language, the faith in the brand increases. This leads to better sales and upsells.

2. Access to a wider market

Nearly 70% of the customers worldwide offered positive feedback about the brands that provide multilingual customer services and language interpretation options.

As the businesses expand their services to wider regions and meet the customers from every nook and corner, the importance of a multilingual contact centre is more important to tap the broad market.

Suggested Reading: Scale Your Operations Overseas with a Multilingual Support

3. Creates loyalty and trust

The customer service representatives are the actual brand ambassadors of the business. They act as the front face of the brand in developing customer loyalty and trust.

Attaining the multilingual customer service representative service can help the brands assure that trust and loyalty are built for the long run.

4. Smoother communication

The market comprises customers from a wide range and age group.

While the brand is communicating with the customer, there are chances of miscommunication. This is based on the fact that the customer might not understand what the brand is trying to express.

But using bilingual customer support, with one native and one global language for starters, can help smoothen the communication to a great extent.

5. Language connection

The connection that the customers create with the brand based on the language is long-lasting and effective. The customer’s quality score of the brands using the language connection is superior to that of the brands not using the multilingual platform.

An example would be Flyin. Four in every five conversations on their chatbot started in a non-English language. Clearly, to serve customers, they needed a conversational platform that could interact with customers in at least two languages: English and Arabic.

Though there are various benefits of multilingual support, a business needs to ask: How do you use multilingual support?

How do you use multilingual support?

Multilingual customer service is easier than ever to adopt. While adopting multilingual support, one needs to focus on some key considerations to ensure it’s effective.

The first thing that a brand needs to be aware of is the various methods through which one can incorporate multilingual support. The most common of them are:

1. Translation tools

Translation tools can help translate the customer’s query from the native language to another language to offer a solution. This can be appropriate while using the multilingual live chat, as it supports the agents in real-time.

Simultaneously, the agent can use it to translate back to the customer’s native language, creating a win-win situation. However, one problem with this solution is that it’s not very reliable and can cause misunderstanding.

2. Hire talent

An expensive and time-consuming process, this one is least considered by the companies. This will involve developing the local team to handle the customer queries of the particular region.

Creating regional teams and seeking out foreign-speaking employees can be adopted by the massive brands. But the startups find it difficult to adopt this methodology.

3. Localise important pages

A one-time task, this is one of the best options that the companies can opt for. Localising the web pages and the FAQs to allow the customers to go through them in the native language is a great idea.

One of the drawbacks of this one is that the customers who need live support are deprived. Also, as a company, you will need to hire translators every time you update the pages.

4. Multilingual chatbot support

With 69% of customers finding it better to connect with brands using a chatbot, the application is upward. Using the multilingual conversational chatbot is a great way to support customers.

It also helps lessen the operational and workforce cost, ensuring better profitability and customer satisfaction.

What’s more, in multilingual chatbots, there is an option to segment agents based on their language proficiency. This way, when customers move from chat to agents, they are directed to correct agents depending on the language preference.

Benefits of multilingual conversational chatbots

It’s well known by now that chatbots alone can cut operational costs for companies by around 30%. By adding the costs of multilingual support, we can assume the savings will be more if self-service is also multilingual.

As we saw earlier, the Middle East has diverse language requirements. Hence, companies in this region are prominently employing multilingual support for their customers.

By 2025 it’s expected that 85% of the customer interactions in the Middle East will be based upon AI and chatbots.

The figures clearly explain that multilingual chatbots are the future technology for businesses to excel in customer support and engagement. The key benefits of a multilingual conversational chatbot are:

  • Using the chatbot allows the customers to select their choice of language and communicate. For example, the Kanmo Group allows their customers to choose from Bahasa and English. This improves customer interactions with the brand.
  • Offering a personalised and customised approach to the customer while communicating using the native language acts as the competitive leverage. Multilingual support can offer preferred language selection facilities. This is important functionality to improve conversion rates.
  • Some customers prefer self-service. This is one of the major reasons they wish to shop online. Integrating self-service support with a multilingual knowledge base can make them satisfied and open the opportunity to build new customers.
  • Conversational chatbots are based on AI and NLP algorithms. A multilingual conversational chatbot can smart route the chat to an agent proficient in the customer’s preferred language. This ensures customers continue to get the best customer experience.

Research conducted over the period layout shows no thumb rule as to what extent the companies need to invest in multilingual chatbot support. The potential of chatbots in the MENA is endless, as is the case with the rest of the world.

Multilingual support: A friend to businesses And customers 

A Common Sense Advisory study of customers in 10 countries suggested that 60% of consumers rarely make purchases from English-only sites. 67% prefer navigation and content in the native language. And 75% make purchases in their native language.

With the growing demand for better and superior technologies that offer support to businesses and customers, multilingual support is crucial. With the global market becoming diverse, making the customer experience effortless is more important.

A great symbol to show that the brand is committed to customers’ individuality, multilingual live chat can classify the brand as a trusted one that cares about its customers. 

Verloop.io is one of the best partners that offers real-time multilingual conversational solutions in 15+ languages. If you’d like to know more about how it works, let’s chat.

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Rachana Chotia

Content and Marketing, Verloop.io

Here to write about all things Customer Support Automation. If I’m not writing, I’m either reading or planning a trip.