The Language of Customer Service

Here’s some news that probably won’t shock too many consumers: customer service is the #1 factor impacting vendor/customer trust, according to If two companies are comparable in service and one is superior in customer service, you can guess which one is going to earn more business. So, for companies looking to earn and retain a customer base, solid customer service should be a top priority.


Due to globalization, many companies now have a customer base spread around the globe, from America to Asia to Europe and beyond. Companies do this for many reasons, but mainly to increase sales by appealing to a wider market. To appease consumers in areas which speak different languages, it is crucial to offer customer service solutions in their native language. In fact, over 80% of international customers expect their language needs to be accommodated when it comes to customer service, and most will not contact customer care lines if the line is only offered in English, according to Some companies will hire in-house interpreters, and others will use outside interpretation lines to suit language needs of customers.


When it comes to ensuring that all sectors of a company’s customer base are satisfied, it can be a wise investment to not only translate and localize marketing materials, but also ensure that customer service representatives are available in languages other than English. If a customer has a question or complaint and a company is unable to offer communication in their language, it may cause problematic in overall customer satisfaction and retention. Case in point: 90% of customers say buying decisions are influenced by online reviews, according to So, to avoid negative reviews, it’s best to keep the customer happy and the revenue flowing in.

Lionbridge onDemand prides itself on its customer service and high percentage of client retention. To see why we are top in the industry, visit us here.