70% of consumers would switch to a different brand to get services offered in their native language. This means that offering support in multiple languages can significantly enhance customer satisfaction, boost loyalty and expand market reach. But only when it’s done right.
Here are some key tips to ensure your multilingual customer support is effective and efficient.
Determine the right support levels
It’s crucial you start by determining the level of support the organisation can realistically provide. Assess your resources – including budget, technology and personnel – to decide which languages you can support effectively. It’s better to offer high-quality support in a few critical languages than to provide subpar service in many.
Consider factors such as target market demographics, the languages most commonly spoken and regional regulations regarding customer support.
AI and Chatbots
Integrating AI-powered Chatbots into your customer support strategy can significantly enhance your ability to offer multilingual services. They can respond instantly to common queries in multiple languages and ensure customers receive assistance regardless of time zone. For example, Engage Hub provides conversational, AI-driven Chatbots across all channels that support over 130 languages.
These Chatbots can handle simple issues, freeing human agents to tackle more complex enquiries. Advanced AI can also help translate conversations in real-time, making it easier for agents to support customers in different languages without requiring fluency.
Think cross-channel
Offering multilingual support across multiple channels ensures customers can reach you however they prefer. Here are best practices for using different channels effectively:
- Email – Provide dedicated addresses for different languages or use a system that can automatically route emails to the appropriate language support team
- Help centre – Develop a help centre with FAQs, guides and tutorials in all supported languages. This self-service option can significantly reduce the volume of direct support enquiries
- Social media – Create separate accounts for different languages if your audience is large enough, or use tools that help manage multilingual social media interactions
- Phone – Ensure you have trained multilingual agents who can handle calls in the supported languages. Leverage generative AI capabilities that provide real-time translation to aid agents, where appropriate
- Live chat – Implement live chat support with multilingual capabilities on your website, app and message platforms like WhatsApp. This allows customers to get immediate help in their preferred language
Set out cross-cultural best practices
Providing multilingual support isn’t just about the words – it’s about understanding nuances and ensuring communication is respectful and effective.
Develop cross-cultural best practices for support teams. This includes training agents on:
- Cultural sensitivities
- Common expressions
- Appropriate communication styles for different languages
Localisation strategies can also help tailor support content to specific regions, ensuring it resonates well with particular customer groups.
Be clear about when different languages are available
Communicate the availability of multilingual support. Make it easy for customers to know which languages are supported and during what hours. This information should be displayed prominently on the website, in the app and other relevant customer touchpoints.
Additionally, consider setting up automated messages in multiple languages that inform customers about expected wait times and any specific support hours for their preferred language.
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Successful multilingual customer support requires a thoughtful approach incorporating advanced technologies, well-trained staff and clear communication.
By determining realistic support levels, investing in AI-powered chatbots, taking a cross-channel approach, setting out cultural best practices and being clear about your offering, you can enhance customer satisfaction while establishing a strong global presence.
To learn how Engage Hub can help you up-level your customer service, get in touch.
