The pandemic has dramatically increased the demand for companies to digitally transform. Now more than ever, businesses and consumers are moving towards a digital-first approach. And while companies are embracing new digital strategies to increase content creation and user engagement, not all are thinking about the full end-to-end customer journey through a global lens. The result? Customers around the world face fragmented and inconsistent online experiences.
The first step to building a global digital business strategy begins with language. To help, we’ve put together a series of articles to help companies plan, grow, and scale their global experience strategies. This series will focus on a number of the most important strategic topics, including growth, brand, customer journey, product, support, and more. But first, let’s start off with what a global experience strategy looks like and why it’s so important in today’s digital-first age.
What is Global Experience (GX)?
67% of buyers prefer to buy through digital channels. This means that the entire customer journey — including websites, blog posts, social media posts, customer support materials, product reviews, and everything in between— is now a company’s digital storefront. And that’s just the beginning of the customer journey.
But what if your customers speak a different language?
That’s where Global Experience (GX) comes into play. GX is the entire customer experience that a company delivers to each and every customer around the world, no matter their language or locale. As companies expand operations and branding into foreign markets, language is a key component of how they do so at every touchpoint in the customer journey. This means that a successful GX strategy requires cross-functional work across growth, brand, support, product, and development teams.
Why is GX Important?
When done right, GX can become your business’s greatest strength and key competitive differentiator. Some of the biggest benefits of a thoughtful GX strategy include:
Enabling worldwide access to your brand
Increasing your addressable market
Building deep, meaningful connections that help customers engage on a new level
Providing resources and support materials for global customers
Improving conversion rates
Scaling product usability for new markets
Increasing inclusivity through language accessibility
Looking ahead, customers will continue to expect global brands to provide seamless and complete customer experiences in their preferred language. And in order to do so, businesses need to align strategically to build and maintain phenomenal customer experiences.
By focusing on these strategies and priorities, you’ll be able to plan out your global experience goals and make sure your customers, no matter where they are or what language they speak, can engage with your brand.
As we continue on with the rest of the series, we’ll be diving into how and why global experience is the modern multilingual differentiator that will take your marketing, product, support, customer experience, and growth strategies to the next level. Be sure to be on the look out for a new blog post every other week!
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Ready to elevate your brand with an engaging global experience strategy? Reach out to Lilt for a personalized consultation.