TRANSLATION - JUST WORDS…?

Out of the world's approximately 7.5 billion inhabitants, 1.5 billion speak English — that's 20% of the Earth's population. However, most of those people aren't native English speakers. About 360 million people speak English as their first language.
Source: Babbel

If you think that ALL of your potential customers FULLY understand English, then go no further….you don’t need our help.

If you think that MANY of your potential customers MAINLY understand English, then what is your ‘customer experience’ likely to be for those that don’t? What are they likely to miss out on? What are you likely to miss out on?

From the customer’s perspective, if you don’t cater well enough for ‘me’ in a language that I understand, then ‘I’ am probably likely to go somewhere that does…

After 30+ years of being 100% involved in marketing to non-English speaking markets, my opinion is that the issue of providing a ‘quality’ customer experience to both English and non-English speaking clients is handled well by some companies in some languages, but many could do better. Our world today is all about ‘diversity’, and language is another factor to consider if you are going to succeed in this changing world where global travel and immigration are both popular.

Of course ‘cost/benefit’ is a major consideration for most of us, but this mindset is internally focussed. Maybe the ‘cost/benefit for the customer’ proposition is what creates success for many international marketers.

To me, providing products and services that all clients can understand and enjoy, goes ‘hand in hand’ with goals to maximising customer satisfaction…