While many companies focus on increasing international sales by localizing customer experience from lead generation to conversion, post-sales support is often overlooked. To maximize international growth potential, in-market post-sales support is vital.


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.

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

Lacking in-market resources often challenges many organizations to engage international markets. But it’s still 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 Localizing isn’t just about language. It’s also about tailoring your support to regional preferences. Each region responds differently to sales support efforts. For instance, due to data privacy concerns, loyalty programs are ineffective in Germany; whereas 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 Common Sense Advisory’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, email queries and increase the likelihood that your international customers will buy from you again. But keep in mind that post-sales support services vary from country-to-country. 


Localizing post-sales support is often overlooked. When you put in the extra effort to localize, you can maximize global growth by getting repeat business, building loyalty and reducing post-sales support costs.