Expanding or entering new markets always comes with fierce competition. To tap into the discovery of global possibilities, it is imperative to differentiate your business to gain a competitive edge. This becomes even more complex when the goal is to provide the best experience to non-English-speaking customers. The two essential ingredients for success in delivering outstanding customer experiences in new markets are proficiency in the local language and cultural competency.

Meeting the Demands of Multilingual Audiences

In today’s globalized economy, employers are increasingly aware of the growing demand for foreign language skills to meet the needs of their multilingual audiences. For example, a study conducted for ACTFL, unveiled that foreign language skills are critical for U.S. employers who are exporters of goods and services, and this need is expected to persist in the coming years. “Language is a vital factor to bear in mind during the process of internationalizing your business, and it might seem like an obstacle at first. In fact, many entrepreneurs, and small and medium-sized enterprises (SMEs) are reluctant to extend their boundaries precisely because of issues relating to languages,” (Pattison).

Consequently, adapting your product packaging—how you communicate the value proposition of your services in the languages used locally—while being mindful of cultural sensitivities, is pivotal in building trust and establishing meaningful connections with your new target markets. “Learning new languages is an effective way to improve communication skills and connect cross-culturally with clients and employees whose first language might not be the same. Since people tend to connect more deeply with those they identify with, sharing the commonality of language helps to create culturally stronger personal relationships and ultimately, partnerships and business connections with foreign customers,” (Shangkuan).

The ROI of Multilingualism in Business

Current data supports the ROI of language proficiency in global business success. A 2019 CSA Research survey of 8,709 consumers in 29 countries shows that 76% of those consumers prefer products with information in their own language. Therefore, it is crucial to ensure that your business can communicate clearly and effectively with new clients, customers, and partners by translating products’ labels, marketing strategies and materials, as well as customer support information. Partnering with a reliable language provider or establishing foreign language capacity within your organization can help overcome language and cultural barriers.

The bottom line is that having a multilingual workforce can demonstrate your company’s respect and understanding for the local culture in international markets and avoid missteps that can offend customers. Moreover, bilingual/multilingual employees who understand local unique values, beliefs, preferences, and behaviors can assist your organization in customizing messaging, packaging, and pricing to compete in localized markets. It’s important to keep in mind that different markets may have specific regulations and compliance requirements that businesses need to follow, and your bilingual employees can also aid in this regard. Likewise, each market has distinctive needs and consumer behavior patterns, so adapting your products or services can allow you to meet customer expectations in an effective way.

How LTI Can Help

To mitigate the risk of customers complaining about inferior service in their preferred language, do not hesitate to contact Language Testing International (LTI), the exclusive licensee of ACTFL language proficiency assessments. LTI has provided legally defensible language credentials for over three decades in over 120 languages. Each test is designed to accurately determine the specific proficiency level of your current and prospective employees. LTI tests are remotely proctored, making language assessments available anytime, anywhere.

Read more: How to Test for Language Proficiency in Your Hiring Process

Sources

American Council on the Teaching of Foreign Languages (ACTFL) and the Lead with Languages Campaign commissioned Ipsos Public Affairs, with the support of Pearson LLC and Language Testing International. (2019). “Making Languages Our Business: Addressing Foreign Language Demand Among U.S. Employers.” https://www.actfl.org/uploads/files/general/MakingLanguagesOurBusiness_FullReport.pdf

Pattison Eve. “Why language is crucial to succeeding in new markets”. MarketingWeek. 21 Nov. 2018. https://www.marketingweek.com/big-translation-language-new-markets/

Shangkuan, Michael. “The Business Benefits of Learning a New Language”. Entrepreneur. May 25, 2022. https://www.entrepreneur.com/growing-a-business/the-business-benefits-of-learning-a-new-language/422718

CSA Research (2019). “Survey of 8,709 Consumers in 29 Countries Finds that 76% Prefer Purchasing Products with Information in their Own Language” https://csa-research.com/Blogs-Events/CSA-in-the-Media/Press-Releases/Consumers-Prefer-their-Own-Language

Madeline Martínez is a Multicultural Navigator Specialist at URBANDER, a Woman and Minority Business Enterprise (WMBE) specializing in transforming businesses to advance humanity. URBANDER’s role is to serve as an extension of Marketing, Diversity, Human Resources, Procurement, Community Relations, and Social Responsibility teams, providing innovative approaches in the areas of strategic marketing, content development, workforce development, community outreach and IDEAS (inclusion, diversity, equity, accessibility, and sustainability). Madeline holds a both a Bachelor’s and Master’s degree in Communications from the University of Puerto Rico and is an experienced copywriter and content developer dedicated to amplifying the voices of URBANDER’s clients. From blogs and articles to social media posts and interviews, Madeline is a skilled writer across diverse topics integrating her marketing, business and academic acumen. Though her earlier work as a Publications Officer at the Inter American University in Puerto Rico, and her most recent performance as a Spanish Interpreter, Substitute Teacher, and Instructional Assistant for English-language learning elementary school students, Madeline has impacted countless families as they have navigated migrating to the U.S. from Spanish-speaking countries. As a bilingual professional, Madeline is also proficient in translating written documents from English to Spanish, and vice versa. She has received LTI issued ACTFL Language Proficiency Certificates in Spanish as follows: Advanced Writing, Advanced Listening, Advanced Reading and Superior Speaking. During her downtime, Madeline loves spending time with her family, and enjoys dancing, movies, photography, and coffee. She considers herself a continuous learner. “A well-educated mind will always have more questions than answers”- Helen Keller

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