There used to be a time when English websites comprised almost all of internet. But as customers become more educated, experience becomes more important, and personalization is key for a good customer experience. So, websites started to address individual needs in local language. Today just 25% of the internet is English with French, German, Spanish, Portuguese, Chinese, Japanese, Russian and Arabic claiming bigger and bigger representation.
There are many benefits of making sure your buyer journey is adequately mapped out in multiple languages, considering the specifics of the local persona. But what marketers sometimes ignore is the customer experience after buying. Of course, they will have a customer success manager that speaks their language. But the overall program comms for loyalty and advocacy engagement is in English. Customers will feel a disconnect from these programs, might not feel an incentive to participate in content or surveys, and you may miss out on awesome acts of advocacy and product feedback. At the same time, even people who have good English skills might be reluctant to presenting in a foreign language at events or in webinars, especially if the audience is local.
Having a multilingual customer advocacy program gives you the competitive advantage of a trusted speaker, addressing the right audience, in the right language. It adjusts your marketing messages to cultural differences and it enables customer advocates to amplify them for extra brand awareness even if your headquarters marketing team is off the clock.
In this guest blog post published on the website of our partner, Influitive, we discussed the benefits of multilingual customer advocacy programs for global organizations.