What is Multilingual Communication and How Does It Relate to Business? Our world today is becoming increasingly more connected. With the continuous development of social media, Internet access, and the affordability of smart technology, our society has shifted from a local to a more global framework. From the content we consume online to the food we eat and the clothes we buy, it is almost impossible to find a country that sources all of these from purely local suppliers.
Trade has been done for centuries. One country would exchange coffee from their land for silk from another. The advancement of technology and rise in hyper-connectivity have made this process of trade and investment much more accessible and highly competitive and allowed for a capitalist society to thrive.
However, for businesses to thrive in such an oversaturated online market, there must be connectivity and accessibility to various people. This is where multilingualism comes in. To be multilingual is, in essence, to be accessible to potential customers worldwide. The multilingual customer, as well as the multilingual business and company, can benefit from using this approach in many ways.
So, how does one transition from a monolingual or a bilingual market to a multilingual one? And what exactly are the benefits of the multilingual approach? We will find out as we look deeper into multilingualism and multilingual customer support.
What is Multilingual Customer Interface?
Defining Multilingual Customer Interface
According to a survey conducted by CSA Research, 76% of online customers across 29 countries prefer buying products when they can access the website in their language. While it would be ideal for every website to provide access to the desired language, creating and managing a successful multilingual user interface is more complex than what may seem apparent.
There are three stages of customer journey once they reach a customer website:
- Pre-Purchase Stage
- Purchase Stage
- Post-Purchase Stage
Each of these stages uses specific technology to draw in and engage a customer to make sales and leave a positive impact on the buyer. There are plenty of benefits that come from having an exemplary user interface. And statistics show us why it is crucial to have such an interface adapted to a multilingual customer demographic. Once again, CSA finds that:
- 65% prefer content in their language
- 67% do not mind mixed language access on a website
- 73% like to have product reviews in their language
- 76% prefer it when a product has information in their own language
- 66% use online translation where available
- 40% refrain from buying things that are not in their language
The high percentage of customers who prefer websites in their native language makes it evident that a successful business should not solely rely on local distribution. To cater to a global community, companies must make their products and services available in localised languages. Additionally, research shows that even customers who are confident in English, which is the most commonly used language for online business, prefer accessing websites in their native language.
A multilingual business model offers benefits beyond just improving customer experience. It can provide a competitive advantage and create better business opportunities, as well as job security for the business itself. Multilingualism also promotes cultural competence and better cultural awareness during a business’s localization process, which can lead to stronger business relationships.
In a global market, a multilingual business is better equipped to adapt and quickly solve misunderstandings that may arise when dealing with a diverse customer base. Additionally, hiring multilingual staff can improve a company’s social media presence, which can be a powerful tool to attract customers and promote brand awareness.
In today’s rapidly evolving and expanding economy, multilingualism has become a crucial aspect of establishing a successful business. A robust multilingual business model and customer interface provide companies that implement them a competitive edge. Overall, it is increasingly important for businesses to recognize the value of multilingualism to remain relevant and competitive in the global marketplace.
Optimising Multilingual Customer Support
So, how does one optimise their multilingual customer support? We will refer back to the three aforementioned stages of a customer journey:
Table of Contents
1. Pre-Purchase Stage
The pre-purchase stage is a crucial phase in the customer journey, as it includes all the interactions a potential customer makes before purchasing. This stage is quite broad and involves defining customers’ needs, conducting research, and considering various options. During this stage, multilingual user interface technology can be incredibly useful in helping customers identify their needs and offering suggestions and products that match those needs.
For instance, if someone spills orange juice onto a white carpet, they may need a product to help them remove the stain or possibly even offer a new carpet. The pre-purchase stage encompasses a wide range of activities, including searching for cleaning products, carpets, juice holders, and any other items that may help solve the problem or prevent it from happening in the future. By leveraging multilingual user interface technology, businesses can help customers navigate this stage more effectively and provide them with a seamless and satisfying shopping experience.
After a customer has identified a product they need or want, the pre-purchase stage progresses to a more detailed observation of the product. For instance, when considering a new carpet, a customer may examine factors such as colour, material, dimensions, and other specifications that are important to ensure the correct purchase is made.
In order to create trust and shorten the gap between the pre and post-purchase stages, it is crucial to provide multilingual customer support and a user interface that allows customers to engage with the process in a language they understand. Another key aspect of this process is the localization of the products available for purchase. It is essential to recognize that the same presentation may not be equally successful globally, and cultural aspects can play a role in how successful a particular product is.
By creating a localised product presentation and providing multilingual support, businesses can enhance the pre-purchase stage of the customer journey. This can help customers make more informed and confident decisions.
2. Purchase Stage
Once a customer has made up their mind about the product, or in our case the new carpet. They move onto the stage of purchase. This is the shortest of the stages; with new and evolving technology, it has become possible to buy products online with utmost ease. From cash on delivery to card payments, phone payments, and even cryptocurrency such as Bitcoin, it is now possible to purchase a new product in various ways.
Purchase stage also includes taking personal details and can lead to the establishment of a returning customer. It is not uncommon that during this stage, customers are required to agree to the terms and conditions of the service and potentially subscribe to receive future offers and discounts. Having the ability to understand both is beneficial for any company and protects the customer, who should, at all times, be aware of how their data is used and processed after purchase.
It is also highly beneficial to have multilingual customer support at hand during this stage. This can be in the form of chat support, which is becoming more and more prevalent, or for example, a FAQ page on a company website available in multiple languages. Once the customer has made their purchase, the next stage of post-purchase unfolds.
At Pollion, we help provide translation for customers throughout their purchase journey and secure accurate and appropriate information for them to rely on.
3. Post-Purchase Stage
Finally, multilingualism is important for businesses in the post-purchase stage because it can help improve customer satisfaction and create a loyal customer base. After a customer makes a purchase, they may have questions or concerns that need to be addressed. Businesses that offer post-purchase support in multiple languages are better equipped to deal with customer issues and resolve them quickly and effectively. Providing multilingual customer support thus alleviates these concerns and leaves a positive impact.
By providing post-purchase support in multiple languages, businesses can establish a strong global presence. This means that after the post-purchase stage for one customer, reviews and positive impact can guide another customer who might still be in their pre-purchase stage.
Post-purchase product reviews in multiple languages can also:
- Help businesses gather valuable feedback from customers in different regions and countries
- Build credibility and trust with customers by showcasing positive reviews in their native language
- Improve search engine rankings by reaching a wider audience and appearing in more search results
- Establish a strong global presence and expand the customer base by catering to the needs of customers in different regions and countries.
Overall, multilingualism and multilingual customer support are crucial aspects of the post-purchase stage, as they can help businesses build a loyal customer base, improve customer satisfaction, and expand their reach in the global marketplace.
Conclusion
Multilingual customers and business support are essential to a successful business in today’s global marketplace. With the power of language and cultural awareness, companies can establish a strong presence in different markets, build a loyal customer base, and improve customer satisfaction. Whether you are a small startup or a large multinational corporation, investing in multilingual support can help you stay ahead of the curve and succeed in the ever-evolving and competitive world of business.
Pollion simplifies the process of expanding your business into new markets. Our skilled staff and cross-cultural experts can help you translate and localise your products and services to meet the unique needs of a desired market. With Pollion, you can connect with diverse customers, communicate effectively in their language, and position your business for success.
Overall, multilingual customer support creates personalised access and centres the customer at the heart of the business. It assists the customer throughout their purchasing journey and helps create a positive, lasting impact. It also diversifies and expands the overall customer base, improves overall communication, and gives a company that implements it a competitive advantage. In today’s business world, staying competitive and in line with advancing technologies is key to accessing a global market. And multilingualism is one of the fastest ways to enter the world of lasting international success.
Read More: Maximizing Language Services for Success: Essential Strategies