Traditionally, marketing has been about one thing: gaining new leads. If your organization is marketing to a global audience, it makes sense to localize your marketing and branding materials. You use them to engage audiences in their native language, hand off sales-ready content to the next team, rinse, and repeat.
But in this new age of digital customer experiences, it’s not that simple. Your customers’ pain points won’t magically disappear the minute they buy your product or service—their needs are always evolving, and so are other solutions they could turn to if they don’t receive the post-sale service they expect. That said, the customer experience does not end at the sale.
This infographic takes a look at global marketing trends we’re seeing here at Lionbridge and critical considerations for post-sale growth.
Download our Post-Sale Customer Care ebook here.
Post-Sale Customer Care: 5 Facts You Need to Know for 2017
So you’ve localized your website—what’s next?
Without a strong focus on customer experience, organizations can no longer expect to cultivate a global customer base. But just how important has CX become in post-sale customer care? Let’s look at the facts.
The case for multilingual customer care
- By 2020, CX will be the key brand differentiator.
Customer experience will soon overtake price and product as the most important value proposition. Even today, it has the power to make or break a business. In fact…
- 86% of buyers will pay more for a better customer experience.
This is all the proof needed to see how highly customers value great experiences. If they don’t receive one, 89% will switch to a competitor.
- 74% of consumers are more likely to repurchase if offered post-sale care.
And crucially, in their language. International customers need to feel valued, so failing to provide local language support will multiply drop-off and anti-referrals, resulting in increased costs.
- Only 19% of organizations can support non-primary language customers.
Even those that support more than one language commonly limit their customers to one touchpoint—phone—rather than quicker digital channels such as live chat.
The other 81% of organizations say the #1 way of “helping” these customers is to simply apologize.
- 21% of businesses use technology for multilingual communications…
…and another 20% are considering adopting it for 2017. Those who already use technology saw a 6.4% improvement in customer service costs.
To learn about the customer experience in more detail and find out what companies should be doing to capitalize on shifts in customer care, download the full ebook.
Common Sense Advisory | Can’t Read, Won’t Buy