Extending the Global Customer Journey with Localized Support Content

In 2018, a multibillion-dollar manufacturer of computer printing and tracking hardware identified four key goals to grow its global business. It needed to:

• Localize the customer journey, including its valuable self-serve support and knowledge base portals
• Reduce the cost and effort required to support global customers
• Find a digital translation solution that was compatible with its CMS and file formats
• Improve international customer satisfaction

The Challenge

The manufacturer, which operates with lean marketing and technology teams, initially localized its website using another translation solution. But it quickly became clear the vendor’s technologies were limited, resulting in disastrous UX and translation issues.

Further, the vendor couldn’t effectively localize the manufacturer’s secure customer support login areas. The manufacturer’s CMS provider said it would increase its hosting costs by 10x to accommodate the vendor’s connector-based approach.

The Impact

This ultimately denied customers access to critical self-serve support and knowledge base content in their preferred languages.

As the manufacturer engaged global markets, its support team soon experienced an alarming—and continuous—spike in support tickets from multilingual customers. This generated thousands of dollars of additional support costs each month.

Customer satisfaction plummeted, too.