There’s an old saying that goes something like “The limits of my language are the limits of my world.” It’s a beautiful sentiment and a stark reminder that language, at its core, is really a tool by which we’re able to express and explain things to others.
When our language is limited, asking or explaining get incredibly difficult. One year of high school Spanish might equip you to ask someone where a bathroom is, but you probably won’t be able to have deep philosophical conversations about the universe. You simply don’t have the vocabulary.
The same can be true if you only offer support in one language. People who don’t speak the language may find it difficult — or flat out impossible — to get the help they need. As the world gets smaller and customers are more likely to be from diverse backgrounds, multilingual support options are becoming less a luxury and more a necessity.
Previously, offering multilingual support was cost-prohibitive for a lot of companies. They often had to hire staff in another country (incurring recruiting costs), possibly set up a business entity in order to hire locally, and then invest in software and technology to keep in touch with those folks and make sure they were well-supported. It was a lot.
However, with advancements in AI technology, multilingual support is now a much more viable option, even for smaller teams. In this article we cover why multilingual support is important, why you should offer it, and ways AI technology is making it easier to do.
Why multilingual support is important
As customers have more options than ever, they also have a higher level of agency when it comes to choosing who to purchase from. Multilingual support is important because it shows a commitment to your customers and that you value them and their experiences.
If there’s difficulty in the buying process, chances are people will look elsewhere and seek out competitors who do cater to their needs. In fact, research found 50% of shoppers will switch to a merchant with less friction in the buying process.
That’s really what it comes down to: taking the time and making the investment to improve the experience for current and potential customers to the point that it’s a no-brainer for them to buy from you.
How does AI multilingual support work?
Most AI tools used in customer support these days rely on three AI technologies: natural language processing (NLP), generative AI, and machine learning (ML).
NLP is the AI discipline that helps facilitate conversations between humans and machines. It is able to understand not just the words a person speaks or types, regardless of the language used, but also understands the intent behind the words, and then respond to us (or our customers) in kind.
Generative AI uses large language models (LLMs) to identify patterns and structures within large sets of data to create original content. Coupled with NLP, generative AI is the technology that powers popular chatbots like ChatGPT. It can provide responses that flow naturally and make more sense contextually than simple word for word translations.
ML is the AI technology that facilitates learning with minimal human intervention. In the example of a customer service chatbot, it is the tech that observes whether the answers given by the bot are right or wrong, and takes that information to improve accuracy and fluency over time.
Language-specific vs. universal multi-language models
When it comes to supporting multiple languages, there are two approaches that AI can take. It can either be trained on language-specific models or on universal, multi-language models.
Most AI — including OpenAI’s GPT-4, which is what is typically used by support platforms — is trained on a universal, multi-language model that doesn’t rely on English or any specific language as primary. Instead, it constructs its responses using learned patterns, syntax, and cultural understanding to respond in whichever language is required.
However, some argue that language-specific models are the best approach as they allow for a lot more granularity when it comes to cultural context. Most LLMs rely on training data that is mostly in English, which means that they lack the context to account for local language speakers. The models are often confused by things like idioms or rely on phrases and words that native speakers wouldn’t use.
Since misunderstandings due to a lack of nuance are a risk of using AI, businesses should approach the practice in multi-language support settings with transparency.
3 ways AI can help facilitate multilingual support
Previously, many companies may have simply assumed that the cost to support a global customer base was simply too high and too complicated. Though that may have held some truth before, the recent advancements in AI have made multilingual support a very real possibility, even for smaller teams.
Below are three ways companies are using AI every day to offer multilingual support.
Text translation and writing assistance
Translating text is a great way AI can help you provide multilingual support.
For example, with something like Help Scout’s AI assist tool, your team can use AI to translate replies to (and replies from) customers who may speak a different language.
This means that agents can respond to requests in a myriad of languages without direct knowledge of the language. That not only saves time, but it could also save companies money since they may not have to hire additional staff to handle those requests.
In addition, you can use writing assistants like AI assist to translate your help documentation into the languages most used by your customer base. This ensures that your knowledge base is a resource for all of your customers, regardless of language.
Chatbots and smart search assistants
There are a good number of chatbot and smart search options available today that can operate in multiple languages out of the box. With these, the bot uses the contacting person’s IP address to determine location and then communicates in the local language.
Some also detect language using AI and then answer accordingly (e.g., someone asks a question in Spanish, and the bot knows to respond in kind). Help Scout’s AI answers fits into this category.
This can be handy, as it means that even if your chatbot or search assistant is set to operate in one language, your customers won’t hit a dead end if it’s not one they’re comfortable communicating in.
Automations
Using AI, you can also do things like route certain requests based on the language used or from where the message was sent. For example, you can use AI to detect that a ticket is written in French and then route that conversation based on language to your team in Paris.
This is probably most valuable for teams with members in different geographic locations or those who may staff support representatives that specialize in each language their business supports.
Zendesk’s intelligent triage is an example of a tool that is capable of this kind of automation.
Benefits of providing support in multiple languages
With the decreased cost to offer multilingual support, adding it to your business seems like a no-brainer. However, if you’re still not 100% sold, below are a few of the key reasons why you need to get started offering multilingual support ASAP.
Better customer experience
Being able to ask questions, get descriptions, and find answers in your own language is a much easier task than having to do the same but find a way to translate at every step. One survey found that 76% of consumers prefer buying products with information in their own language.
Offering support and documentation in multiple languages reduces effort, which is always a great way to improve an experience.
Increased potential customer base
It’s very common for potential customers to have questions before making a purchase. In fact, a study found that a whopping 81% of people do research to find answers about a product or service prior to making a purchase.
If they can ask their question and get an answer in their preferred language, it will help them be better informed and more able to make a purchasing decision. In this way, the more languages you offer support in, the larger potential customer base you have.
Improve brand affinity
It’s nice to feel like companies are being considerate. When you offer support in a local language and don’t make people jump through hoops to get it, they may feel more valued. This can be especially true if your competition doesn’t offer the same.
When customers feel more valued by you, chances are you’ll be more valued by them. Research shows 93% of people are likely to make repeat purchases with companies who offer excellent customer service.
Challenges with using AI for multilingual support
AI technology certainly has advanced leaps and bounds in the past few years; however, it’s still not perfect. There are costs associated with setting up and installing the needed software. You also need to train staff and should create different processes to determine what requests are suitable to handle using AI technology.
For example, you may want to use multilingual chatbots for more basic requests like starting a return process or resetting a password. However, for people with more complex technical issues where AI may be less equipped to manage the request, it could be good to forgo them. For these cases, using AI writing assistants to aid human support pros might be a better approach.
The bigger thing to think about outside of those realities is that AI — even at its best and most trained — lacks the ability to pick up on nuance in messages and lacks context of different cultural norms that a human agent would have. Sometimes, it even flat out translates the text wrong.
As we discussed earlier in the post, AI isn’t perfect and when your support conversations are being translated back and forth, there can be room for miscommunication. That said, you can address some of those shortcomings by simply being transparent about the fact you’re using AI.
Whether you offer a chatbot or simply have a writing assistant to help your human team, let the customer know upfront. When people are aware, they’re likely to be more forgiving if something gets lost in translation and it gives context for instances when these issues creep up.
Finally, if you have a large customer base in a region separate from your home market and you have the resources, it’s still probably better to hire people there locally. AI is a great option for a small volume of customer tickets, but if it’s the lion’s share of your contacts, humans can deliver an experience to customers that AI simply cannot.
Using AI for a better customer experience
Offering multilingual support is more than just nice to have: It’s essential for businesses that want to succeed globally. As we’ve seen, being able to communicate in a customer’s preferred language improves their experience, helps you reach a wider audience, and builds brand loyalty.
While AI tools make it easier and more affordable to provide this support, it’s important to remember they still have limitations. Combining AI with human touch ensures customers get the thoughtful, culturally aware service they need.
Additional content for this post was provided by the Help Scout content team.
