5 Ways Translation Enhances Customer Experience and Drives Repeat Sales

Are you limiting your customer base by using one language on your website? 86% of contact centers receive customer inquiries in languages other than English. If you are a business owner, you may have seen the frustration and turmoil your customers experience when trying to communicate in another language.

Happy customers are more likely to return to your business and recommend your services to their friends and family. Website visitors who see your products displayed in their native language will have more motivation to buy your products. So, how can translation services or app localization bring more customers to your door?

Professional, high-quality translation plays a vital role in delivering a positive experience for your customers. Here are 4 ways translation can enhance customer experience and drive repeat sales.

1. Improving Response Times

It is upsetting and frustrating for customers who cannot receive support in their language. They may have to wait a long time to speak to a representative that can communicate with them, or spend a long time trying to communicate with no success.

Companies can prepare their customer support teams by providing pre-translated questions and answers. Doing so can reduce waiting times and improve customer satisfaction.

Some effective ways to prepare customer support teams are:

• Translated training manuals
• Frequently asked questions and answers in other languages
• Training sessions on how to support other languages

Companies can also supply their teams with translated documents that they can send customers seeking more information.

2. Building Stronger Connections

If you speak another language, you’ll know that elements of conversation can get lost in translation. The same can be said for a business's products and services. Translating product descriptions, tutorials, and other website content into other languages will help you expand your reach and improve engagement with customers.

A survey from 29 countries revealed that 76% of customers prefer purchasing products in their native language. Translating content takes less effort for your customers to read and understand.

As Jonathan Elster, CEO at EcomHalo, puts it, "Language is not just about words. It's about understanding the culture, emotions, and context behind those words. Companies that recognize this and translate their content effectively are building deeper, more meaningful connections with their customers."

3. Reducing Customer Support Costs

Translating your website and business documents into other languages may require an initial investment. However, the up-front cost of translation outweighs the cost of hiring multilingual employees. Businesses can also use translation technology and website plugins to provide SEO-focused translations.

Training customer support agents to receive communication in other languages can also reduce costs. Employees will have strategies to quickly and efficiently solve customer queries and provide support in various languages.

Businesses can support their customer support teams by using chatbots and AI technology to respond to simple customer requests by using natural language processing. Chatbots can use various languages and move between them to suit the customer’s needs.

It is important to note that although customers are impressed by the speed of chatbots, they will often prefer to speak to a human. In a 2022 survey, 60% of respondents said they would like to speak to a human immediately.

4. Personalized Content, Campaigns, and Promotions

Give your customers a tailored experience by creating content that is sensitive to their region. As we change languages, we must acknowledge the difference between cultures. Customer personalization is easier and more accurate with translated content that communicates with each person in their native tongue.

Copying and pasting text into another language is not always effective. Certain aspects of language will not connect in the same way with different hierarchical systems and cultures.

Moreover, holidays, local traditions, and societal norms can heavily influence buying behaviors and preferences. Recognizing these can elevate the effectiveness of a translation. For this reason, it is important to use a professional translation service.

Michael Power, CMO at DTF Transfers, emphasizes, "Simple translation is a surface-level solution. True localization dives deeper, capturing the cultural nuances, sentiments, and values of each audience. Businesses that achieve this level of depth can resonate more profoundly with their target market."

Providing customer personalization in different languages can give your business a competitive edge and show your audience why your business is the best option. Customers that receive personalized content in their language will also feel that their needs are being met and that your business is listening to their feedback.

5. Helping Customers Feel Safe

It could be strenuous for your customers to read safety labels and instructions in a foreign language. In many countries, it is a legal requirement to provide safety information in all languages.

Businesses can protect their customer base by translating product labels and information, particularly for high-ticket drop-shipping items where clarity is essential for trust and safety.

It is a good idea to translate web pages containing important information to enhance customer experience. Customers that trust your products and safety advice are more likely to return and shop again. Translating your website and online content is a necessary step to increase your ROI and improve your brand reputation.

Expand Your Business With Translation

Using translation services is an excellent way to expand your customer base and increase ROI. Businesses can move their operations into new locations and offer products to more countries without language barriers. The most valuable ways translation services improve customer experience are the following:

• Effective engagement with customers in their native language
• Providing culturally relevant products, services, and support
• Improved accuracy of website content

Businesses can also collect market research and obtain feedback from customers who use other languages. Bridge the gap between your business and your customers by using translation services and taking their customer experience to the next level.

Moreover, if you're considering expanding your business, understanding local requirements is essential. For instance, if you were to register a business in Colorado, you would need to be aware of local regulations, cultural nuances, and language preferences. Providing localized content and support can make such transitions smoother and more successful.