How do you use technology to communicate across cultures in customer service?

I used to teach cultural differences to French CEOs for years. I wrote books around those topics. I tried as much as possible to address or facilitate changes among CEO teams, board members and top execs confronted to cultural challenges. I gave speeches on these topics in MBAs and Universities. I do not believe we should address each and every cultural specificities since it can quickly paralyze us and we'll easily end up self-censuring ourselves since we can make so many potential cultural mistakes all day long. The best way to address otherness is not to become a living encyclopedia but practice the basics of empathy, act in a humble way, practices rephrasing techniques and give people time to express frustrations.

Utilize technology that can be adapted to the cultural nuances of your customer base. This includes offering multilingual support in customer service tools, using AI that can recognize and adapt to different dialects and idioms, and incorporating cultural preferences in user interfaces and communication styles. For instance, if a significant portion of your customers are from a region with a specific language, integrate chatbots and customer support systems that operate effectively in that language.

If you are planning on communicating to a specific person as a client or a distinct group of customers (employees of a specific organisations, graduates to a specific university), it is wise to look through their webpages, open social networks (different for different countries) and some media coverages to be better prepared and informed about their history, values and interests.

Using translation tools CAN be helpful, but be mindful - make sure to always speak in the most formal voice possible, even if using written language. If you can, use video chat - you can communicate warmth and friendliness with facial and body language, much more than just by typing.

Always inform your clients that you are available to change to the channel of their preference (f it's available for you), as some might not even assume you will be comfortable communicating in a local messenger, for instance WeChat for China or Telegram for the CIS countries.

Research and understand the preferred communication channels of your diverse customer base. Different cultures may have varying preferences for communication – some might favor direct phone conversations, while others might prefer text-based channels like email, chat, or social media. Implementing customer service technology that aligns with these preferences ensures more effective and comfortable interactions for customers. For example, if a particular customer group predominantly uses messaging apps, integrating customer service support on these platforms can significantly enhance their experience and satisfaction.

While the use of emojis may help you convey your message more clearly, beware that the meanings of emojis may vary from culture to culture, and some of the very neutral emojis (such as a heart or hug) may be seen as too personal for your clients. For instance, an aged respected male from the Middle East may be very confused by a heart shape of a young lady manager. Observe how your clients uses emojis and stick to some neutral ones at the start (smiley face or thumbs up).

Use the power of re-phrasing, told with respect, and patience, slow down your speaking speed habits. All these are basics in communication that won't require a PhD in cross cultural communication. After all, we are only focused on answering technical questions not building a seminar for execs expatriates.

Use culturally sensitive and inclusive language in technology interfaces: Tailor the language used in your customer service technology, such as chatbots or automated responses, to be culturally sensitive and inclusive. This involves not only offering multiple language options but also ensuring that the translations and phrases used are appropriate and respectful of cultural nuances. Avoid idioms, slang, or colloquialisms that may not translate well across cultures. Additionally, consider the formality level of communication preferred in different cultures, and adjust the tone of your automated responses accordingly.

Educate your customer service representatives on the significance of nonverbal cues in different cultures, particularly for video calls or when using video-based customer support tools. This training should cover aspects like gestures, eye contact, facial expressions, and body language, which can vary significantly across cultures. For instance, a gesture that is considered positive in one culture might be offensive in another. Understanding these nuances helps in avoiding miscommunications and improves the quality of interaction

While digital platforms can obscure these cues, they remain crucial in conveying empathy, understanding, and sincerity. To address this challenge, I've learned to focus on the subtleties of tone, timing, and choice of words in written communication, ensuring they align with the cultural norms and expectations of our diverse customer base. Additionally, I've found that actively listening to customers, asking clarifying questions, and being open to feedback are invaluable in bridging cultural gaps and delivering exceptional service.

Implement features in your customer service technology that allow for easy feedback and confirmation from customers. This could include follow-up surveys after a service interaction, quick rating systems within chatbots, or confirmation prompts during phone calls. Ensure these feedback options are available in multiple languages and are culturally sensitive in their wording. Regularly review this feedback to understand if the communication methods are effective and respectful of cultural nuances

I received a couple of awards for best customer service rep for my work with no special training in Canada in mid-90s. What looked like having a great skills set in communication was basic understanding of human mind. First let's know that people who call are often frustrated, broke, stuck, stressed out, scared of being wiped out, worried sick, angry for some. So? 1-Give them time to express it fully and never ever argue; 2-take this into consideration and erase fees whenever possible; 3-phrase and rephrase issues; 4-solve the problem fast; 5-reassure them. So what are the qualities necessary for great service: empathy, humility, rephrasing techniques. Threat customers with same level of care as if your grandmother called.