Here’s Why We Think Multilingual Support Is Worth It

Customer service support should know no boundaries and language barriers. If you are running an enterprise wanting to cater for the global market but think that monolingual customer support is enough to sustain your business, you might be missing out big opportunities.

According to a study by Common Sense Advisory, 74% of customers are more likely to buy from a company that offered sales support in their native language. A multilingual customer service should be a priority if you want to take over the foreign or global market as customers want any service support to speak in their native tongue.

Should you invest in multilingual support? Here are some of the reasons speaking more than one language is beneficial to your business:


Tap an even wider market

As a business, it’s never safe to assume that all your markets speak English. If you think that you’re reaching a huge market now, just imagine the bigger market you can reach if you can talk to your customers in their native language. The Latin, Asian, African, and European market can converse in English but would prefer to be addressed in their native tongue.

According to the statistics collected by International Customer Management Institute, over 70% of multilingual customers gave positive feedback to businesses who have language interpretation services.

Consequently, different cultures have different customer support behavior. For instance, customers from South America would prefer to stay on calls longer as studied by Priceline. Meanwhile, customers from the US would want to get off the call in the quickest way possible. Having a multilingual service support would also entail understanding the cultures behind these languages to give them a better customer service support experience.

Also, take note that these native speakers have their nuances, and it’s up to you to discover them, too. At the end of the day, it’s about understanding them in the fastest and simplest way possible.


One language is not the be-all and end-all

Although it is globally acceptable to have a service support in English, this will become a barrier at some point, as some issues and cases need more explanation especially the complex ones. To solve a problem requires identifying its cause, and thus, an agent who can speak to a customer in their native language is the way to go.

Moreover, having a multilingual service support can lessen the instances of misunderstanding. It will increase your credibility to the old and new market because it means that you’re willing to take that extra step in addressing their woes and issues.

In addition to that, even bilingual customers would still prefer to be attended to in their native language. It would lessen their stress in translating their thoughts to English and save some time to go their purchase or issue quickly.


Strengthen customer trust and loyalty

There’s nothing better than talking to a person who understands you on a personal level. As a business, this is your advantage to be a cut above everyone else. In the long run, you want your customers to trust you in their purchases and their issues that come along with it. And in the end, you’ll gain their loyalty to your business.

Further, based on the same study by ICMI, 72% of customers said that their level of satisfaction increased when they converse to an agent in their native language. In line with that, 58.4% said that they’re likely to become loyal to brand due to the same reason.


The competition in the global market has always been tight, and it’s about to get tighter in the coming years. With a lot of businesses adjusting to the needs of the global market, outsourcing service support agencies that have multilingual customer support such as Trancosmos are becoming the trend now for businesses.

Opening this new channel to your business will not only help you find and solidify your space in the global market, but this will also grab the opportunities you haven’t discovered before due to language barrier.

Adel Zsurzsan
Adel Zsurzsan

Adel Zsurzsan started as a Service Desk Analyst at transcosmos Information System. Currently based in transcosmos Hungary office, she now serves as the company's Business Development Advisor, helping the company grow and explore partnerships and opportunities. She speaks fluent English, Dutch, Romanian, Hungarian, German, French and Spanish.

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