Language has a profound impact on the customer journey. When we think about customer experience (CX), there are many factors we should consider. The words we choose matter. Words are a key part of conveying the brand’s voice and identity and building a specific way to interact with our target audience. How can we transform language to make it more effective and to improve the customer’s experience?<\/p>\n\n\n\n
What is extremely important to take into account is that customer experience isn\u2019t something that occurs just by mistake or luck. It may seem obvious, but many companies should pay more attention to the experience they provide to their users on their websites, apps or digital platforms, in general. For the customer journey to be engaging, there must be a meticulously designed and user-focused strategy in place.<\/p>\n\n\n\n
Customer experience creates loyalty and positive feelings around the brand. It also allows companies to differentiate more effectively. Through CX, businesses are able to personalize their relationship with the customers. As language service providers, we can\u2019t ignore the importance of CX.<\/p>\n\n\n\n
The world we live in is interconnected. To land on new businesses, we need to know their culture and language, otherwise we would be wasting growth opportunities. But how can we improve the perception that our clients have of our brand?<\/p>\n\n\n\n
Multilingual support is essential when thinking about the customer journey. We live in a globalized world and we should consider giving all our several audiences content they understand and feel comfortable with. This means adapting messages to different target languages. According to an article published by ICMI, 74% of consumers are more likely to repurchase if after-sales care is offered in their language.<\/p>\n\n\n\n
This organization conducted a study on multilingual customer service to understand how contact centers support non-English language clients. Through this research they tried to analyze if multilanguage support could improve on CX and impact positively on engagement and loyalty.<\/p>\n\n\n\n
They analyzed the way in which language impacts contact centers, and these are some of the results they obtained: <\/p>\n\n\n\n
Other study made by CSA Research shows that throughout customer journey, clients prefer content made in their mother tongue. They carry out a survey with 8,709 respondents in 29 countries in their native language. They found that in spite of living in a globalized world, where most of the population speaks English as a second language, consumers still prefer to receive information in their native language. Some of their findings were:<\/p>\n\n\n\n
Brand communications should help people to have an enjoyable and delightful customerr experience. The customer journey can be improved by using simple terms in the native language of the users. Also, user experience is fundamental: the navigation through a website should be intuitive and easy to do. Some brands are using edgy strategies and others are evoking emotional language by telling stories of the people behind the brands.<\/p>\n\n\n\n
For most organizations, their global footprint is growing, so they have to diversify their user experiences. In this way, it is inevitable to think about a more strategic, scalable, and cost-effective approach to language support. <\/p>\n\n\n\n
Some key aspects to consider to improve the customer journey through language are: <\/p>\n\n\n\n
If you want your business to go global and provide a much better customer journey experience, then you should definitely consider hiring a strategic linguist ally.<\/p>\n\n\n\n