This week, we’re diving into why and how GX can optimize your customer support and experience strategies. According to this year’s State of Global Experience Report, the highest impact customer touchpoint is customer support. However, only 60% of respondents believe their company is effectively localizing it.
91% of leaders believe that language has a positive impact on the Customer Experience (CX). This is because some of the most important GX benefits directly impact customer support/success and experience teams. These benefits include:
Building deep, meaningful connections that help customers engage on a new level
Providing resources and support materials for global customers
Increasing inclusivity through language accessibility
Similar to CX, GX is all about the customer. Localizing your customer support allows your customers to understand your brand and engage with your company, regardless of what language they speak. As your global customers continue to feel valued and supported by your company, customer retention, loyalty, and advocacy significantly increases.
Multilingual customer support centers, chat boxes, and resources also improve the end-to-end customer experience. Localization empowers global customers to easily find resources, communicate with representatives, and help themselves find answers in a language that they are most comfortable with.
Language is a powerful tool in building inclusion. It’s essential to helping global and multilingual communities feel not only supported, but also included in your company’s target audience. As you localize your customer support content, global customers will feel valued and seen by your brand.
There are a number of ways to embed GX in your customer support and experience strategies. Here, we’ll go over a few basic strategies that your team can leverage:
Understand target languages and markets
Identify what content to localize
Build a brand and SEO resource hub
Set up your content for success
Targeting new locales can be challenging and often goes beyond language. It requires a deep understanding of the region’s commonly used phrases, technologies, currencies, etc. Consider learning a region’s preferred mode of support communication and using popular terminology in help center content to make users feel better connected with your brand. After all, global brands that take the extra time and effort to understand each region will have the most success from their GX strategies.
While the most effective global experience strategies consider the entire end-to-end customer journey, each team might have a different starting point to best support their customers. Customers often engage with different types of help center content, so it’s important to understand what types of content specific audiences prefer.
For example, if a customer is looking for a basic, introductory tutorial on your product, they’ll be likely visiting your website’s FAQs, speaking with chatbots and representatives, or looking at short help center articles and videos. On the other hand, longer and more technical support may require your team to build out white papers and user manuals.
SEO documentation and brand style guides are vital to building a cohesive customer experience that connects with your customers. A global SEO strategy allows your team to easily research keywords and common questions that global customers are searching answers for. Support teams may also want to consider creating an onboarding program or using a learning management system to help cover all important topics while keeping the experience cohesive across multiple languages.
One of the most important tactics to building a scalable GX strategy is to create content with localization in mind — not as an afterthought. Whether it’s your help centers, user manuals, or chatbots, localization should be included in your strategies to drive engagement to your content and make sure that your global customers feel supported along the entire customer journey.
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An engaging global experience strategy not only enhances, but also humanizes your brand to international customers. Ready to elevate your brand with an engaging global experience strategy? Reach out to Lilt for a personalized consultation.