Are you considering offering contact center support in multiple languages? Do you wonder if it is essential? Ask yourself these questions:
- Do I have customers whose primary language is something other than English?
- What is the percentage of customers by different primary languages spoken?
- How are my CSAT scores among these different customer segments?
- What is my average order value compared to English-speaking customers?
- What is my average rate of return compared to English-speaking customers?
- What is the lifetime value of each customer segment by language spoken?
Speaking your customer’s language is critical.
As the world expands into the digital age, businesses are becoming more global, with international consumers purchasing services and products. Companies looking to have a more worldwide reach and have a good market share of their target customers need to start making provisions for offering customer support in native languages.
In addition, companies need to start offering customer service in their customer’s preferred language because there can be a language barrier when asked about the product or service. By providing a multi-lingual contact center, businesses can better achieve higher levels of customer satisfaction.
The impact a business’s customer service has on its organization is vast. The way customers feel about the customer service they received will help them decide if they will continue to be a customer of that business or move on to a competitor. A language barrier could make or break that decision.
There are many benefits to offering customer service in your customer’s preferred language:
It helps break down barriers
Suppose a customer has an issue with the service or product and is frustrated before calling the company. It will be evident to the customer if the contact center agent doesn’t understand them because of a language barrier. The customer is likely to feel even more frustrated. Offering customer service in their preferred language can take away some of the frustration the customer is feeling.
Gives tailored service to the customer
Contact center agents help make seamless communication possible for more customers to guarantee their questions or concerns are being heard and addressed.
Word-of-mouth advertising and loyalty
If consumers feel they are easily understood, they are more likely to tell their friends and family. They may also post about their experience on social media platforms and are more likely to become a loyal customer.
What languages should I support?
This depends on the needs of your customer base. However, if you are a U.S. business, it is safe to say that Spanish is likely one language you need to support.
One of the fastest-growing segments of the U.S. population is the Hispanic population growing more steadily than any other population in recent decades. Interestingly, not all states with a growing Hispanic population share a border with Mexico. They come from different countries such as Cuba, Salvador, Guatemala, Puerto Rico, Dominican, Colombia, Honduras, and Ecuador. All of these countries are considered Hispanic countries where the primary language is Spanish.
In addition to the growing Hispanic population, their contribution to the U.S. economy is also growing. It’s essential to understand the habits and culture of any group to market effectively to them. Understanding them will drive the content of how they get marketed to and the customer service they receive.
With more than 30 years of experience, Centris specializes in quality bilingual calls, technical support, and helping companies expand into the Hispanic market. Our agents are fluent in both Spanish and English for clear communication in both languages. Centris provides advanced contact center solutions and strategic business intelligence. Our talented and skilled team of agents in Mexico helps our partners increase customer retention, sales, and market share. Contact us today to expand your customer reach with bilingual contact center agents.
