How to Serve Your Customers In Their Mother Tongue


Upon planning international business expansion, a company needs to think about organizing their international customer service. Should you hire local staff to cover the local customer service needs? Or should you centralize all our customer service agents to a specified location? Is it cost-effective to hire customer service agents for every market you cater to?


The answer to the last questions is most likely, no.

In this day and age, it is possible to carry out customer service in multiple languages effortlessly, without extensive and expensive recruitment. With a handy translation tool, you can translate emails and other kinds of messages in real time.

Everybody wins. The customer gets service in their native language, and the company can focus on their core operations – expanding their business.

Translating customer service tickets has several advantages:

  • the speed of internationalization is more rapid
  • the costs remain under control
  • it will scale up as your business grows
  • answers to recurring issues (frequently asked questions) that have already been translated into other languages can be reused so you don’t pay for the same translation twice

Customer-centric service with reasonable costs, world-worldwide

This kind of service is especially useful for large, international corporations, who have customer service needs all over the globe. The service can also be used in other kinds of communications as well.

For example, one of the largest electronics manufacturers in the world is using our service to communicate with their global retailer network. While they used to carry out all communication with their partners in English (sometimes causing confusion), they now communicate clearly to their partners in 23 different languages.

Another happy customer of ours is the Finnish 3D graphics design company Umbra, whose Operations Manager Sampo Lappalainen had this to say about our service:

“Our technical customer service receives a lot of messages for example from Japan and Korea. It is very convenient for us to drop the tickets to Transfluent’s online portal, and the translations are delivered in the same format we inserted them in.”


Scalable advantages from recurring issues

 Typically, customer service sees a lot of repetition - the same things come up repeatedly. One concrete advantage of a service like ours is cost-effective translation memory - the same translated piece can be reused in various situations. The best part is that the reused piece is free of charge.

At best, 80% of the material used in our customers’ servicing needs are reused material - which naturally has an effect on their monthly billing. Sure, within the first months of cooperation the monthly invoice can be larger, but after a couple of months, the amount can decrease to nearly 20% of the original sum.

Good news for Zendesk users!

 The companies that utilize the internationally popular Zendesk for their customer service management can extend their service reaching foreign languages by simply utilizing Transfluent’s Zendesk extension. It’s a snap to install and set up.

As a foreign customer service tickets appear in the system, the customer service agent will instantly see a machine-translated customer service ticket. If the ticket is understandable, the agent can reply to the ticket in his preferred language and with few clicks transfer it to one of our translators, specialized in rapid and short customer service tickets.

In case the agent cannot comprehend the machine translated ticket, he can start by translating the ticket with a professional translator. Typically the ticket is translated within 15-30 minutes and the translated response can either be sent directly to the customer, or to the customer service agent. The customer won’t see the difference, as the ticket will be replied from the service provider’s email address. Needless to say, all communication between the parties will remain confidential.

It gets even better: our service can be integrated with other customer service platforms as well, just as easily as with Zendesk,

What is holding you back on your global expansion?

Read more about our customer service tool

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Photo by Anete Lūsiņa on Unsplash 

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Ari Nyfors

Ari Nyfors

Ari has over a decade of experience in the language industry. He is passionate about excellent customer service and helping companies do successful business in a multilingual world.