Customer service is a critical part of the digital marketing eco-system where the organisation provides online service to their customers before, during and after the transaction. The key success driver here is the adaptability and the agility of the business to offer and deliver solutions which are needed by the customer in real-time.

Case in hand:

“Go Global, Act Local”

China and India are among the fastest growing economies in the world. Despite the economic slow-down, China is seeing annual growth rates of close to 6.7% and India, which is now on the accelerated growth path is seeing rates of close to 7.2%, requires global businesses to customise their value propositions in native languages.

According to Shane Hickey (The Guardian), UK-based car manufacturer Jaguar Land Rover (JLR), owned by Indian conglomerate TATA Group, saw one of its best ever sales’ performances in 2014/15 with over 460,000 vehicles sold and more than 8 out of 10 cars sold abroad. China is JLR’s biggest market.

JLR has also announced a 5% increase in pre-tax profits to £2.6 billion thus confirming the car manufacturer as one of Britain’s biggest export successes.

“An iconic British car maker, owned by an Indian conglomerate with the largest market in China…” demonstrates how truly global the world has become!

How can it be achieved for your business?


According to the BBC, there are up to 7,000 different languages. 90% of these languages are used by less than 100,000 people. In this context, Localisation refers to the adaptation of a product, application or document content to meet the language, cultural and other requirements of a specific target market.

The website is the key tool to communicate with the target market. It is a platform which offers the various stakeholders of the eco-system the opportunity to interact, communicate and develop relationships.

For example, Instruction and Technical manuals must be digitised and localised for easy comprehension by the local population. Simple, customer-friendly ways of doing things enables customer acquisition, conversion and retention.


It is a comprehensive process which entails reproducing the original brand content into different languages. It is comprehensive as it requires in-depth, multi-cultural understanding, accuracy in multi-lingual translation and experience to accurately communicate with the target market as the process must preserve the creative and emotional intent of the content.

Customer service enables the organisation to communicate with their customers in languages they best understand. Although English has emerged as the global business language, over 1 billon people speak Mandarin and 0.48 billion speak Hindi, the official language of India in addition to 40 other languages and over a thousand dialects.

For example, General Motors (GM) faced challenges when they introduced the Chevy Nova in South America. Despite their best efforts, they weren't selling many cars. They finally realised that in Spanish, "nova" means "it won't go". Sales improved dramatically after the car was renamed the "Caribe."

Real-time communication

An average of 60% of the population of China and India live in rural or semi-rural areas where the level of English spoken is limited. People communicate in their local regional languages or dialects. The chat applet, the Customer service helpline etc. are channels which offer means to interact with the prospective customer in a real time scenario. Real time communication in a customer’s native language is possible in today’s world by integrating technology and human interface to provide greater interactivity and communication. Technologies such as Integrated Voice Response (IVR) and Video Interpreting Technology enable businesses to fill this need in their Marketing and Customer Service eco-system.

Real-time communication is the key success factor to drive a business towards achieving its goals. Communicating in the language of your customers is the secret to not only creating awareness in the market but also converting and retaining customers. Businesses can reduce costs by improving their operational efficiency with effective use of technology to provide an integrated customer service environment.


By Alex Fairie, Director of European Operations and Megh Shetty, Manager- Marketing and Communication, Oncall Interpreters

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