The Impact of Native Language in the Customer Service Sector

The Impact of Native Language in the Customer Service Sector
Beth Worthy

Beth Worthy


Customer service or customer experience will determine the success or failure of a company or brand. It is soon going to be the next big differentiator.

About 55% of established companies are now focusing on improving their customer service - making it their top priority.

According to a survey:

  • 72.1% of customers are likely to spend time on websites in their native language
  • 72.4% of customers are inclined to buy products with information in their language

Speaking and communicating with your customer in their native language is beneficial for any industry or business for local or global organizations.

It is imperative to have customer care representatives who understand and speak in the customer’s dialect and have good knowledge of their culture.

Let’s look at the benefits of speaking your customer’s language in the customer service sector:

1. Wider Reach

If you want to make your business reach greater heights and serve a larger audience, you need to speak your target customers’ language.

To have your product or service make a mark in the global market, you will have to make your website multilingual.

Having a multilingual website is not enough; you will need to offer multilingual customer services and language translation options to capture more audiences worldwide.

Remember that your buyers may not consider purchasing from an English website if they don’t speak English.

2. Better Sales

Customers are more likely to buy from a brand if their website and product information are accessible in their native language.

To have better sales and to continue growing, you need to provide customer service in the native language of your target audience.

If your after-sales service satisfies your consumer, he or she is likely to purchase your product or services again, leading to improved profits.

The bottom line is to offer customer service in the language your buyer understands the best.

3. No Scope for Misunderstanding

Imagine if your buyer is facing some difficulty with the product bought from your website and contacts for customer support.

Both parties cannot understand each other, leading to misunderstanding and chaos.

This would result in frustrated customers yelling over the phone, angry emails, bad reviews on social platforms, and more.

The same will be the situation if an angry customer is unable to understand your website's contents because it is not in their local language. Both cases can be disastrous for your brand image.

Save yourself and your business from this hassle by having customer care representatives speak your target consumer’s native language.

Doing so will reduce the tension between the two parties, the customer can freely express themselves, and your representative can provide the right solution.

It will also ensure that critical parts of information are not lost in translation.

4. Competitive Advantage

The marketplace is extremely competitive. Each company attempts to offer a better product at better prices to be on the top.

But along with price and product, customer service, provided their language, is equally important.

Your buyer is no longer looking for just great deals. The best way to ensure happy and satisfied customers and stay ahead of the curve is to provide customer service in the native language of your target customer.

Your customers will respond better to a customer representative speaking in their native language than a representative speaking in English.

Multilingual customer support also increases brand loyalty. In the long run, your customers can trust your brand to provide them with representatives who can understand them and their needs.

Planning for a Multilingual Customer Service

Since having a multilingual website and customer service is vital for your business to grow, how do you prepare for it?

  1. Identify critical languages – Start by analyzing which languages come in your mailbox or contact center. Identify the languages that are mostly used for communicating and the languages most demanded by your clients.
  2. Analyze your options– Examine your communication channels properly. Please provide the best language translation support for each channel carefully, whether it is voice, chat, or email. Weigh your options well, whether you need assistance with a couple of languages or multiple ones.
  3. Measure and optimize – Do not just start offering multiple languages all at once across every channel. Start with one or two languages in one channel, test and measure the outcome and reviews of your valued clients, and then optimize to meet your desired goals.

Translation Tools at Your Service

You can always use AI or translating software for good-quality translations.

However, professional translation services that use human translators generally ensure satisfied and happy customers by providing high-quality translations.

If you have a rapidly growing business in linguistically diverse regions and need to get audio or text transcribed, GMR Transcription can assist.

We specialize in Spanish, Arabic, Mandarin Chinese, and English Translations. We excel in providing audio translation and document translation services

You can rely on our professional translation services for error-free and high-quality translations at affordable rates.

Read Also: Language Quality: Outsourcing Is the Best Way to Assess

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Beth Worthy

Beth Worthy

Beth Worthy is the Cofounder & President of GMR Transcription Services, Inc., a California-based company that has been providing accurate and fast transcription services since 2004. She has enjoyed nearly ten years of success at GMR, playing a pivotal role in the company's growth. Under Beth's leadership, GMR Transcription doubled its sales within two years, earning recognition as one of the OC Business Journal's fastest-growing private companies. Outside of work, she enjoys spending time with her husband and two kids.