Language is the foundation of human interaction, and it shapes the relationship between brands and their customers. In today’s world, the competitive landscape has changed, and we must recognize that it’s no longer enough to communicate with our customers simply – we need to speak their language to create a seamless experience across borders.
The numbers don’t lie: 73% of consumers say they are happier with native-language services, and 76% of customers prefer product information in their language. These numbers equate to millions of customers ready to form a meaningful relationship with your brand.
If you’re frustrated with language barriers, so is your customer. When this experience results in a poor customer experience, they will form a negative impression, lower their loyalty, and consider switching to another provider. This is evident in the numbers: only 28% of customers would buy from a website that is not in their native language.
If you’re a product manager seeking to expand your reach, you can reap immediate benefits by utilizing effective localization services. According to a study, these benefits include:
- 44% of European internet users feel that they miss valuable information on a website because it is not in their language.
- 58% of consumers would be willing to wait longer for support in their native language.
- More than half of consumers have stronger brand loyalty to a company that supports their language.
Effective localization services encompass more than just translation. They transform your customer’s experience so that it is culturally relevant to them. This ensures you don’t make mistakes like Amazon’s Swedish site, which displayed the flag of Argentina, or have incorrect translations on the website.
Benefits extend beyond satisfied customers. Companies that offer native-language support experience improved satisfaction scores, higher conversion rates, and stronger customer relationships. Well-translated content demonstrates professionalism and fosters trust, thereby enhancing your brand’s credibility and reputation.
Product managers should focus on how quickly and effectively they can create a complete localization strategy. Brands that prioritize native-language experiences will leave those that treat language as an afterthought in the dust as global markets continue to expand.
If you’re creating a significant global customer experience, you first need to understand that language is more than communication. Language reflects respect for your customers’ identity and priorities. Product managers who embrace this fact will unlock their brand’s full potential in the global market.
Cultural Disconnects Are Killing Your Customer Experience
And it’s not just language. Cultural blind spots can create friction that pushes your customers away. And the worst part is that you may not even know why.
Cultural intelligence (CQ) measures how well you understand and adapt to cultural contexts. Because customers want to see themselves and their priorities reflected in every interaction, they can immediately detect if a brand’s artistic work is inauthentic.
The reality check: 82% of professionals have traveled abroad. But 52% also admit that you can’t fix cultural problems by simply traveling. You need the proper cultural knowledge to adjust your approach. What works in one market may fail badly in another.
- German customers prefer direct and quick interactions, and they look for website security badges.
- Japanese customers value indirect communication and the development of long-term
- American customers respond well to informal, direct approaches.
These aren’t just stylistic differences. In Germany, for instance, 82% of customers read the Terms and Conditions before making an online purchase. German customers don’t trust promises. They want facts and case studies, not emotional appeals.
Cultural gaps also play out in security. Symantec’s research shows that 57% of Europeans are concerned about data security. But Spanish customers top the list at 78%, followed by German customers at 62%. Payment methods follow similar patterns: in many markets, credit cards are the top option, but German customers still prefer to pay by invoice.
This means these cultural gaps can cause big problems. Just having good translations isn’t enough to start selling in new markets. You need a deep understanding of the local culture, shopping habits, and technology preferences. Without it, your customers will feel the disconnect and look elsewhere.
Product managers looking to internationalize should collaborate with localization services. Localization services do more than translate; they provide cultural insight. Good localization partners help you understand the unspoken cultural rules that shape customer expectations in different markets.
Success means not taking a one-size-fits-all approach. Product managers should be aware that respect and quality have different meanings in various cultures. What makes your customers happy in one place might annoy them elsewhere. This cultural awareness should inform your entire customer experience strategy, from ads to support to payment methods.
Localization as a CX Power Move: Speak, Act, and Feel Local
Businesses can utilize localization to establish a strong connection with global audiences. Sound localization enhances a customer experience, making it resonate with local tastes. It’s more than just translation; it’s welcoming local insights that show customers they’re being heard.
Numbers tell the tale of what sound localization can achieve. Companies that localize the customer experience reap tangible benefits, including increased customer engagement, enhanced brand perception, higher conversion rates, and stronger customer loyalty. In fact, 74% of customers are more likely to buy from a company that provides after-sales support in their native language.
Product managers looking for an edge will see that localization services deliver results:
- 39% of customers want to buy from a website in their native language (67% for those who have trouble with English).
- 66% of customers always choose to access information in their native language.
- Seventy-five percent of customers remain loyal to a brand that provides customer care in their native
In a nutshell, the ‘think global but act local’ principle is realized through localization — a strategy that savvy companies use to expand their international reach. Product managers can make every interaction feel native to every market by using localization services effectively.
This work isn’t just about translating — it also includes local sayings, currency formats, date styles, relevant images, and local payment methods. One of the things I like about sound localization is that customers barely notice it’s happening when it’s done right — they just feel like everything was made for them.
A case study of sound localization in action is Spotify. They make recommendations based on what people like in each region and market their products with messaging that resonates with the local community. As Notion explains, “We aim to make our product feel like it was built in every country where people use it.”
Product managers who invest in localization will build stronger bonds with global audiences. They’re also working with a trend — 60% of customers want to receive service in their native language. And that number is even better now that more contact centers are managing more multilingual conversations.
Winning Across Borders: Brands That Got Culture Right
Many large brands excel at localization, with numerous examples demonstrating how effective localization has contributed to their success in new markets. Cultural intelligence gives brands a competitive edge as they expand into new markets.
Coca-Cola’s Share a Coke campaign is an excellent example of this. Instead of using their logo, they swapped their name with popular names. This initiative originated in Australia, resulting in a 7% increase in sales of drinks to young adults. It was then adopted in 80 other countries with some tweaks to the names used. Names relevant to the local culture, such as Chinese characters in China and British names in the UK, created genuine connections with different audiences.
Disney learned from their cultural mistakes in Disneyland Paris. They had feng shui experts at Hong Kong Disneyland to ensure the design didn’t conflict with traditional practices. This cultural sensitivity made the experience appealing to the local audience, even though it meant changing their formula.
Food brands are great at localization. KFC maintains its core brand while adapting menus to suit local tastes. They have the “Chizza” in the Philippines, “Spicy Sichuan Chicken” in China, and “Paneer Zinger” in India. Store designs also meet the needs of local markets. Chinese KFCs serve as social spaces that cater to Westerners’ dining habits.
Airbnb utilizes comprehensive localization services to accelerate its growth. Their platform connects hosts and travelers around the world by doing the following:
- Localization of the website beyond translation (changing currencies, units of measurement, and date formats).
- Understanding of regional language nuances (using local colloquialisms).
- Multilingual customer support (that supports users in their preferred language).
However, localization services should maintain global consistency while being relevant to the local market. Successful international brands use a hybrid approach, keeping the core brand while adapting to regional markets.
Product managers looking to expand globally should be aware that it takes time to see the financial benefits of cultural adaptation. International companies experienced an average return on assets (ROA) of -1 -1% for five years after expanding, whereas companies that adapted their products saw steady growth (Harvard Business Review).
Conclusion: Great CX Doesn’t Translate—It Localizes
In today’s competitive global market, localization should be a product manager’s number one priority, not an afterthought. New studies have shown that language barriers have a significant impact on customer satisfaction, conversion rates, and overall business growth. Companies that invest in deep localization services hold a massive competitive advantage in the international market.
Delivering superior global customer experiences is not just about translation but also about cultural intelligence that permeates every customer touchpoint. Companies like Coca-Cola, Disney, and Airbnb have demonstrated that profound cultural adaptation can foster genuine connections with audiences worldwide. Their success shows that understanding cultural nuances fosters trust, enhances brand credibility, and cultivates loyal customers.
The numbers don’t lie. 76% of customers want to purchase products with information in their native language. Additionally, 75% would buy from the same brand again if the customer care respects their language priorities. These statistics demonstrate that localization services deliver tangible business results, as evidenced by improved satisfaction scores and higher conversion rates.
Product managers should treat localization as a strategic imperative, not an afterthought. This becomes particularly important when you are having increasingly multilingual interactions across all customer touchpoints. Wise leaders understand that their global customer experience (CX) strategy begins with language, but it is also essential to delve even deeper into cultural adaptation. The comprehensive approach transforms ordinary customer experiences into significant ones.
The market will continue to favor brands that make customers feel understood, respected, and valued, regardless of their location. Product managers who partner with professional localization services get more than accurate translations. They learn about the cultural nuances that enable them to navigate regional complexities with confidence. These strategic partnerships help companies evolve beyond generic experiences to create ones that feel local and authentic.
Ultimately, successful global expansion requires a delicate balance between brand consistency and cultural relevance. Companies that master this find a way to create experiences that are so natural that customers don’t even notice the adaptation. Cultural fluency is the foundation for product managers who want sustainable international growth and superior customer experiences.
