If you’ve been in the e-commerce or SaaS business for a while, you probably already know that over 70% of consumers prefer to shop in their native language. And that data is from 2020, so we can only expect that number to have increased.
You’ve probably also received suggestions or complaints from users about your website being in only one language. So you rolled up your sleeves and translated it. Awesome! Now all that’s left is your customer support.
Is it still in a single language? If so, it’s very likely that fewer customers will contact you during the purchasing process. This makes your sales funnels incomplete or ineffective at fully capturing your target audience — which is just a fancy way of saying you’re losing money.
In this article, we’ll cover the top 5 mistakes companies make when localizing customer support. At MotaWord, we deal with these challenges when developing our multilingual solutions, so we know what it takes to implement support localization. If you’re in the process of localizing or just evaluating your options, know that this process can go wrong in unexpected ways. We hope this article helps prepare you and align your expectations along the way. Let’s get right to it!
Why localize customer support?
Before we begin, we want to briefly discuss the benefits of localizing customer support. Many companies hesitate to take this step, so we hope to give them the push they need. Here are the benefits of offering customer support in other languages:
- Increases customer confidence: When your customers get help in their native language, they feel more understood and valued. This builds trust and keeps them coming back. Nowadays, people look for companies with a more human side, and this small detail shows that you really care.
- Elevates customer satisfaction: Localized support means fewer misunderstandings and faster solutions—which leads to happier customers, more trust, and fewer complaints. Responding correctly and quickly during the purchasing process also drives sales.
- Improves your global reach: Offering support in multiple languages opens doors to new markets and expands your customer base. This is even more effective if you translate your help center or knowledge base, in addition to assisting with your multilingual SEO strategy.
- Increases sales conversion: Customers are more likely to convert when they receive support in their preferred language. Localized support ensures that your sales funnel works for all audiences.
- Reduces language barriers: Even if your website is translated, there may still be difficulties with language nuances. Localizing your support ensures more effective communication. This is especially essential with languages that have many dialects, such as Spanish—Spanish from Spain is quite different from Latin American Spanish, even though they are the same language.
Now that you know the benefits, let’s look at the common mistakes you should avoid.
Mistake 1: Relying solely on machine translation
Let’s be honest: machine translations like Google Translate are great for quick fixes. But when it comes to customer conversations, that’s not enough. They work for simple phrases, but can fail badly in live chats or more detailed interactions.
Plus, when you use Google Translate, you’re sharing the information with the company, which can use it however it wants.
If you rely too heavily on these tools, you may end up sending translated messages that confuse or frustrate customers. Imagine a customer asking for help with a charge, and the machine translation replaces “refund” with “charge.” The conversation goes in the wrong direction, the customer becomes more confused and likely frustrated. This can lead to unnecessary escalation, more resources spent, overworked staff, and a slower experience—all because of a simple translation error.
Solution: The key is to combine machine translation with human review or live multilingual agents, as well as using glossaries and style guides to ensure consistency and quality. This hybrid approach ensures accuracy, nuance, and cultural appropriateness without sacrificing speed. Don’t rely solely on technology—the human touch is still essential. This also applies to chatbots: they are efficient and reduce human interactions, but improving their translations can transform the experience. That’s why our integration with JivoChat makes perfect sense.
Mistake 2: Ignoring cultural and tonal nuances
When localizing support, it’s easy to focus solely on the literal translation. But the tone, formality, and politeness of the message matter just as much—if not more.
Language isn’t just words, but how they are said. And that varies greatly from one culture to another. Something that seems friendly in English may sound rude or too informal in another language.
For example, in English, saying “Hey, can I help you with that?” may seem friendly. But in other cultures, this casual tone may sound disrespectful or unprofessional. Countries such as Germany, Japan, Korea, and, to a lesser extent, China, expect a more formal approach — especially in business contexts.
Solution: Localize the tone, not just the words. Adapt the style and level of formality to local norms so that customers feel respected and your brand conveys a professional image in all markets. This is even more important if your company operates in industrial or luxury niches, where language matters a lot.
Mistake 3: Not offering live chat in more than one language
Customers want fast service—and in their language. If you don’t offer live chat in other languages, many will give up. This is common in multilingual countries. In the US, for example, millions of consumers speak Spanish. If support isn’t available in that language, you may lose them—to competitors who do offer it.
In Spain, there are communities that speak French, Catalan, or different dialects of Spanish. Although Spanish and English are the main languages, there are more options to consider.
Solution: Implement multilingual live chat tools with trained agents. It is essential to make it clear that your page and support are available in the customer’s language — with visible options to switch. This creates a personalized experience, increases customer comfort and engagement with your brand. For high-value products or services, it is well worth investing in such a team.
Mistake 4: Poorly located Help Center/FAQ
Before contacting customer support, most users try to solve problems on their own. And if your knowledge base is poorly translated, it can end up confusing them more than helping them.
Imagine a customer trying to follow poorly translated instructions. The terms don’t make sense, the step-by-step guide is confusing—they’ll end up contacting support, already annoyed. Repeated over and over, this overwhelms your team.
Solution: Professionally translate and regularly update your knowledge base. Accurate and culturally appropriate translations ensure that customers find clear solutions without relying on support. If you use images or screenshots, also translate visual elements such as system interfaces. Better yet, translate your entire platform.
Mistake 5: Not training support agents in localization
Even if your chat is translated, agents need to understand the cultural expectations of different audiences. The way people communicate varies greatly: in some cultures, direct communication is welcome; in others, it is seen as rude.
A common mistake that few mention is that not all customers are the same! Even within the same region or language, communication styles change.
Solution: Offer basic training on intercultural communication. This helps agents understand not only the language, but also the tone, level of formality, and communication style appropriate for each culture. In addition, train them to recognize different customer profiles and adapt their approach as needed. This ensures a more fluid and effective interaction, with a much more positive experience.
Time to take action!
It’s time to think beyond simple “translations.” Localizing support means adapting the language, tone, culture, and expectations of your audience. By avoiding these common mistakes, your company can offer truly localized and culturally sensitive customer support.
The right combination of technology and human touch creates a personalized and seamless experience for all your audiences. So, are you doing enough to satisfy your customers?