The success of customer experience outsourcing hinges on talent. Not surprisingly, the big question for companies looking to outsource their customer service function is typically, “How can we access the best talent at the best price?” This may mean servicing both US and European customers from Asia, Africa, or Latin America. Or it could mean providing multilingual support from a single location.

While streaming services and social media platforms are in many ways making the world “smaller” and more culturally homogenous, cultural differences will always persist as they should. After all, the world would be a much less interesting place without them. This means that for companies operating globally, employing a diverse talent pool and serving diverse regions of the world, cultural sensitivity and linguistic nuances need to be respected. Here’s how global teams can achieve this balance and improve customer experience worldwide.

Create an Organizational Structure that Unifies Global Teams

In the world of business process outsourcing (BPO), it isn’t unusual for a dedicated customer service center in Trinidad, for example, to service English-speaking customers in the US and the UK. But creating an organizational structure that places the leadership in the target market helps ensure better cross-collaboration between onshore and offshore teams. This strategy has two main benefits in that, 1) it ensures consistency in technology application, operational standards and employee training regardless of location, and 2) global employees operating in the same teams have more opportunities for engagement, which naturally builds better cultural communication, understanding and sensitivity outside of the formal training environment. 

Understand Localized Customer and Employee Experiences

Localized customer experience means tailoring services, products, and communications to meet the unique needs and preferences of customers in specific regions or cultures. It goes beyond translation; it encompasses cultural sensitivity, localized content, and an understanding of regional nuances. For example, while a casual tone might appeal to customers in one country, a more formal approach might be necessary elsewhere.

For global teams servicing niche geographic markets, hiring local employees or consultants ensures the team has firsthand knowledge of cultural norms and customer behaviors. Providing cultural sensitivity training helps global team members interact effectively with customers from different backgrounds. And, finally, encouraging collaboration between global and local teams ensures that strategies align with regional expectations.

Use Technology for Localization

Technology is a powerful enabler of localized CX, particularly for languages that are difficult to staff. Automating translations ensures faster and more accurate communication and can enable English-speaking agents to communicate in any language. Similarly, chatbots equipped with natural language processing (NLP) capabilities can provide real-time support in multiple languages, though human oversight is essential for nuance. And today’s more sophisticated translation tools can be applied to your website as well, helping you localize your website Help Center. In just a few clicks, you can change the language of the entire user interface (which can reduce the number of contacts coming into the center). Region-specific content management systems linked to the area codes of incoming calls can help global teams deliver consistent yet customized experiences.

Challenges in Delivering Localized CX

While the benefits of localized CX are clear, global teams face several challenges including striking the right balance between global efficiency and local relevance. For companies just gaining their footing in new markets, missteps and ineffective responses are likely to happen. But with ongoing learning, investment, resource allocation, and technology, global teams are more likely to quickly find their footing.

The Impact of Localized CX on Business Success

The ability to capitalize on the labor arbitrage afforded by offshore teams servicing onshore customers cannot be underestimated as a profound business advantage. Furthermore, providing localized customer experiences in new and emerging markets has a high impact on organizational performance including increased customer loyalty, higher conversion rates, stronger market position, and enhanced brand reputation.

By building diverse teams, leveraging data and technology, and focusing on cultural sensitivity, global organizations can create experiences that resonate deeply with local customers. While challenges exist, the rewards of increased loyalty, engagement, and market success make localization efforts worthwhile.

As businesses continue to expand across borders, the ability to provide tailored, localized customer experiences will remain a key differentiator. By committing to understanding and meeting the unique needs of each market, global teams can ensure their customers feel valued and connected, no matter where they are in the world.