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Opinion CX Execution

Thinking Globally About Customer Experience

How important are your global markets?

It's a critical question to ask your team. The reason it's important is many companies (particularly those based in English speaking countries) go global but treat language an afterthought.

But language is critical to the customer experience. For truly global companies, many of their customers are speakers of different languages. The implication is that your multi-lingual capabilities can't just be a last mile translation or a localized support team.

Understanding how your solution works globally

Depending on the type of product or service your company offers, language can play a big part in the customer experience. Incorporating that into your customer experience management process is a critical step that many companies miss. And the result is slower growth and lost sales -- and less competitiveness versus in the home country.

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It's impossible for companies to focus on the 'easy' market segments (ie. non millenials) and get comfortable with a less than competitive product or service offering. 

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