18
Mar
Customers don’t buy products, they buy experiences, but what if those experiences are offered in a language they could not understand? According to a survey by Common Sense Advisory (CSA), 74% of consumers are less likely to repurchase if after-sales support is not in their language. An ICMI/Lionbridge study also noted that 79% of contact centers have customers who aren’t native speakers of the main language they speak. And 60% of those customers expect brands to help them in their native language. Despite the obvious importance of multilingual support, the same study by ICMI/Lionbridge found that only 19% of contact…