A New Era of Multilingual CX is Here

Communicating effectively with customers in their native language is more than a courtesy; it is an obligation for brands seeking to make their mark. Research consistently shows that customers are more likely to purchase from, and have a stronger connection with, brands that speak their language. According to Unbabel’s Multilingual CX Survey, 68% of consumers would choose a brand that speaks their native language and 64% would even pay a higher price if that were the case. In other words, a company that provides multilingual CX means business.    

Customers increasingly have high expectations. They demand high-quality products and services along with personalized interactions in their preferred language and that are sensitive to cultural nuances. 

Although the traditional model of multilingual customer support—relying on a multiregional, multilingual staff—is both expensive and operationally complex, it is important to remember that language translation is not just for brands entering new markets around the world. In the U.S. alone, there are over 350 spoken languages. And, with the help of the latest technological advancements in AI and real-time translation, companies can now achieve the most important focus areas for successful multilingual CX – linguistic accuracy and cultural competency. When brands artfully eradicate the language barrier, they can build trust with their customers, increasing brand loyalty and profits.  

Real-Time Voice Language Translation 

For example, we recently launched ReVoLT (Real-time Voice Language Translation), giving CX representatives the ability to communicate bilaterally with customers in their native languages accurately and without delay in 75 languages and 200 dialects.  

Real-Time Transcriptions and Autocorrect Grammar Mistakes 

Conversations can now be transcribed and autocorrected in real time. Not only does this mean that CX staff providing support via chat, for example, have their mistakes fixed on the fly, but additionally, transcription logs aid in quality assurance, training, and compliance, essentially accelerating all related processes.  

More than just translating languages, AI-powered platforms are increasingly capable of understanding and adapting to cultural nuances, ensuring that customer interactions are not only accurate but also culturally resonant. True multilingual CX requires understanding and respecting these subtleties, a task that traditional translation services, including a human who is bilingual, and rudimentary AI have struggled to master.  

Here’s how newer technologies ensure brands are culturally competent when providing multilingual CX support:  

Integration of Cultural Nuances: 

Newer AI-powered technology is designed to understand idiomatic expressions, local customs, and cultural contexts. This is crucial for effective, empathetic, and meaningful customer connections. Even someone who speaks a second language struggles to understand this unless they actively live in or work with that specific country on a regular basis. The tone of the interaction will ultimately lead to a customer feeling valued and heard.  

Customizing Translation Models: 

By incorporating company jargon and industry-specific terminologies, abbreviations, acronyms and cultural nuances into the translation output, companies can tailor these tools to ‘sound’ like their brand persona.  

Ongoing Feedback Loops: 

These systems continuously enhance their accuracy and relevance via continuous feedback, addressing any cultural challenges and changes that may arise. Brands can stay current and timely as their platform continues to improve over time.  

Brands that invest in technology to improve their offering are not only the clear leaders in this new era of CX, but they are also setting the stage for new solutions and technologies we have yet to imagine, challenging technological innovators for the next iteration.   

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