Multiculturalism has emerged as a hot topic in the customer experience context, as African-American, Asian, and Hispanic consumers combine to account for about 38 percent of the current population of the United States. That’s over 120 million people, and this figure is increasing by over 2 million people per year.
Given the purchasing power of this large segment of the population, a growing number of enterprises have sought ways to provide multicultural customers with a better customer experience. Technology is an ideal platform for creating a custom-tailored experience for these consumers, as they frequently have unique needs that companies should strive to meet. After all, customers tend to come back to businesses that work harder to understand their needs.
The Multicultural Customer Experience: Speak the Right Language
While it’s by no means accurate to suggest that even a majority of America’s minority populations need service in different languages, it’s important to remember that the United States is one of the world’s most diverse countries. Hundreds of languages are spoken within its borders, and multilingual service channels can break down barriers that might otherwise inhibit business growth.
So far, business efforts to address the multilingual needs of customers have focused on person-to-person services. However, there are many technological tools that are also available to companies that want to serve a more diverse consumer base. Implementing multilingual features in online service channels is a relatively easy and cost-effective improvement that can pay big dividends for businesses while building goodwill with multicultural consumers.
Customize Products to Improve the Multicultural Customer Experience
Market research also shows there are benefits to creating custom-tailored products designed to serve multicultural customers. For example, Comcast recently launched XI En Espanol, a Spanish-language version of its video service cloud platform. Businesses that use static or dynamic media to interact with clients can likely find similar opportunities.
To that end, marketers with a multicultural perspective know that acculturation comes in degrees. Companies that invest in building their understanding of how to provide a better multicultural customer experience will be poised to outperform competitors as America’s population grows more and more diverse.
The business communication professionals at ROI Networks offer a complete suite of advanced tools to businesses looking to customize and improve their technology-driven customer service platforms. Start building a better customer experience by contacting ROI Networks today.