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Marketers strive to create the ultimate customer experience (CX), but we find that few spare more than a moment’s thought for how their home-market customer journey will work in other languages or countries. As a result, many businesses miss the vital requirement of engaging their global audience with content that resonates with them – not just with translated content, but with a full language experience that conveys their brand, reputation, and trustworthiness.
As a continuation of our long-running “Can’t Read, Won’t Buy” series, CSA Research collaborated with survey specialist Kantar World Panel to survey 8,709 consumers in 29 countries in their native language (see Figure). Our mission was to provide reliable data to make the ROI case for delivering localized content throughout the customer journey. In our upcoming report we analyze consumer preferences for a customer experience in their mother tongue versus a foreign language such as English.
What did we learn? In spite of globalization and the growing use of English as a global language, we found that people in 2020 still prefer consuming information in their own language. Among our findings:
Does language matter? You bet it does. “Can’t Read, Won’t Buy – B2C” will be available to CSA Research members on June 30. We will also share data highlights from the research in a podcast with Scott Abel on July 16, at an upcoming CSA Research webinar, and at LocWorldWide42 in July. Later this month, we’ll also publish an update of “The ROI of Customer Engagement" that factors our 2020 “Can’t Read, Won’t Buy – B2C” data into the customer journey and the impact of language on total addressable market (TAM).
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