Unbabel’s 2021 Multilingual Global CX Survey Finds 68% of Consumers Prefer to Speak with Brands in Their Mother Tongue


Survey results show the impact of language on trust and business growth potential: one in four consumers would not spend more than $ 500 if brands did not offer appropriate language support

SAN FRANCISCO, October 26, 2021– (COMMERCIAL THREAD) –Unbabel, an AI-powered language operations platform that helps businesses deliver multilingual support at scale, today announced the findings of its Multilingual CX Global Report 2021. The survey shows that speaking in a customer’s native language allows businesses to stay ahead of their competition by building trust, empathy, confidence and business growth, which proves that multilingual communication is vital for the success of the company in terms of customer communication.

Trust and loyalty are at stake.
The results show that global brands that strive to reach consumers in new markets must commit to delivering localized experiences. Consumers value multilingual customer experiences and native language support enough to turn to brands that offer them, according to the results. Other key revelations include:

  • Without their native language, customers will leave: 68% of consumers would switch to another brand offering support in their native language.

  • Bias have an impact on consumer confidence: 57% of consumers consider it a bias when brands do not offer end-to-end multilingual experiences to their customers.

  • People will pay to communicate in their mother tongue:

    • 75% of U.S. consumers surveyed said they would only spend up to $ 500 with brands that don’t offer customer support in their native language.1

    • 64% said they would pay a higher price for a product or service if a brand provides a customer experience in their native language.

“The results of our 2021 multilingual customer experience survey prove that multilingual experiences have an impact on customers’ trust in brands, and this is reflected in their willingness to change brands and pay more,” said said Vasco Pedro, co-founder and CEO of Unbabel. “Respondents believe that less than 50% of brands offer multilingual experiences. This is a huge gap that language operations technology can fill. “

Why mother tongue matters
Mother tongue gives consumers feelings of trust, empathy, and an incentive to buy with brands. When asked why consumers care about businesses speaking to them in their native language, consumers responded:

  • Mother tongue helps consumers relate to the brand (44%),

  • Mother tongue makes consumers feel more comfortable communicating with this brand (29%), which has an impact on the purchase of a product or service by consumers.

Language in Marketing
Diversity, inclusion and representation are no longer “good to have”. Consumers want to feel represented in the brand’s communication. The data showed that the language companies use to promote their products is important: 71% of consumers surveyed said they think it is important for a brand to promote and support its products and services in their native language.

Generational data
Data on consumer confidence and preferences generally varied by age group. Here are some of the main generational findings:

  • Gen Z and Millennials support more international businesses than Gen X and Baby Boomers. Gen Z and Millennials said 48% of the brands they buy from are outside of their home country, while 44% of Gen X and 39% of Baby Boomers said the same.

  • The way you communicate is important: 63% of Baby Boomers, 59% of Gen X, and 50% of Millennials prefer customer service to email, while 45% of Gen Z prefer social media, over the phone or in-store, to email.

To learn more about the discoveries or about Unbabel, visit here

Unbabel collected responses from 2,750 consumers in six countries: US, UK, France, Germany, Japan and Brazil to identify the latest consumer trends and multilingual customer experience data.

About Unbabel
Unbabel removes language barriers so businesses can thrive across cultures and geographies. The company’s Language Operations solution combines advanced artificial intelligence with human editors, for fast, efficient, and high-quality translations that get smarter over time. Unbabel integrates seamlessly into any channel, so agents can provide consistent multilingual support from their existing workflows. This makes it easy for businesses to expand into new markets and build the confidence of customers around the world. Headquartered in San Francisco, Calif., Unbabel works with leading customer support teams from brands like Panasonic, Microsoft, Booking.com and Udemy, to effortlessly communicate with customers around the world, no matter what language they use. talk. For more information visit www.unbabel.com.

1To the question “On average, how much money do you stop spending with brands that don’t offer customer support in your native language?” One in four respondents would not spend more than $ 500 with a brand that does not offer support in their mother tongue.

See the source version on businesswire.com: https://www.businesswire.com/news/home/20211026005375/en/


Andrea Capodilupo
Communication manager
[email protected]

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