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SPEAKING THE CUSTOMERS ’ LANGUAGE ( S )
MULTILINGUAL AGENTS AND AI CAN HELP .
To successfully engage with customers - and deliver to them loyalty and delight-and-revenue-driving excellent customer experiences ( CXs ) – you need to speak their language . Both figuratively – as in avoiding jargon , using their terms , and above all listening to what they are saying – but also literally .
For customers whose primary or preferred language is not English in the U . S . ( and / or French in Canada ) that could be a challenge for them and for many organizations .
And that ’ s understandable . English is a notoriously difficult language for non-primary or native speakers to master with its complex “ exceptions to every rule ” grammar , idioms , pronunciation , punctuation , and spelling .
That is because English has twisted Germanic and Romance ( Greek , Latin ) roots . And that ’ s thanks to the early Middle
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Ages invasions of England : Angles ( where England / English gets their names from ), Frisians , Jutes , and Saxons ( hence Anglo-Saxon ), and finally , the Normans ( William the Conqueror ). But these also give English arguably its flexibility to readily incorporate new words and expressions .
( And that ’ s not taking account the differences between American and British English and yes Canadian variations , and likewise between Canadian and Parisian French . This a separate set of topics that is best left to another time ).