While many companies focus on increasing international sales by localizing customer experience from lead generation to conversion, they often overlook post-sales support. To maximize international growth potential, in-market post-sales support is vital.
WHY LOCALIZED POST-SALES SUPPORT MATTERS
1. Repeat Business
Acquiring a new customer costs 5 to 25 times more than the cost of converting a sale from an existing customer (source: Harvard Business Review).
Investing in repeat business is not only more cost-effective, but also more lucrative. In fact, 74% of customers said they are more likely to buy again if post-sales support is in their language. And 90% of global consumers expect brands to offer self-service customer support portals, according to the Common Sense Advisory (CSA), a leading international research firm.
Therefore, repeat business is a vital ingredient for maximizing your international success, which is why having an accessible, localized post-sales support structure is key.
2. Building Loyalty
Organizations that lack in-market resources may be concerned that engaging international markets in their native language is too challenging. But it’s crucial for building brand loyalty.
Ensuring your platform supports customer reviews in-language is important for post-sales engagement in market. However, this doesn’t mean you necessarily need to invest in live chats or telephone support to capture this engagement – you can succeed with simply having localized, automated CRM communication.
Localizing isn’t just about language. It’s also about tailoring your support to regional preferences. Each region responds differently to post-sales support efforts. For instance, due to data privacy concerns, loyalty programs are ineffective in Germany. However in China, nearly 90% of consumers would buy, and buy again, from companies that offer loyalty programs.
3. Reducing Post-Sales Support Costs
When customers can’t easily find answers in their local language, they may not buy your product or service again. Worldwide English proficiency isn’t nearly as universal as native English speakers might imagine. In fact, 80% of respondents demand post-sales support in their own language, according to the CSA’s study “Can’t Read, Won’t Buy.”
Localizing post-sales support might even save you money in the long run. By localizing documentation and building platforms where customers can troubleshoot answers to questions in their own language, you’ll dramatically cut down on call center costs and email queries and increase the likelihood that your international customers will buy from you again. But keep in mind that post-sales support preferences vary from country to country, and your localization provider should be able to provide the insight you need to maximize your chances of post-sales success.
Don’t forget about localizing post-sales support. When you put in the extra effort, you can maximize global growth by getting repeat business, building loyalty and reducing post-sales support costs.