In our previous blog, 5 Reasons Why Your Menus Must Be Accurate in Multiple Languages for Food Delivery Systems, the Akorbi translation team discusses the importance of proper translation services to keep multilingual customers safe while ordering from food delivery systems.
In today’s blog, Akorbi’s translation team will discuss why it is important to hire multilingual contact support for food delivery systems.
Multilingual Contact Support Is an Expressed Need
Multilingual contact support is a necessary and life-enriching service to offer in the food delivery system industry. Currently, most food delivery services support their customers in English.
Most food apps do not have a language setting that will allow customers to switch to a more preferred language, such as their native language. If a customer calls in for support, they often receive an English-speaking representative. This isn’t the case for all, but it is enough of a reality to pose the question: Should delivery services, as an industry, be working to become more inclusive?
Harvard Business Review writer Nataly Kelly shared an article with some fascinating market research on consumer language preferences. According to her research of 2,430 web consumers in eight different countries, sponsored by Common Sense Advisory, she has found the below information:
- 72.1% of consumers spend most or all of their time on websites in their own language.
- 72.4% of consumers said they would be more likely to buy a product with information in their own language.
- 56.2% of consumers said that the ability to obtain information in their own language is more important than price.
Neighboring Industries Are Responding to the Need
Nataly Kelly’s research supports the idea that consumers are looking for a personalized experience when it comes to their online shopping. This is ultimately true with food as well. In order to grow the idea of multilingual contact services within the food delivery systems industry, it is important to look at successful models in other industries.
An excellent example of a successful implementation of multilingual contact support in a neighboring industry would be the travel reservation group Booking.com (part of The Priceline Group).
According to the acting CEO of both Priceline and Booking.com, Darren Huston, in the Harvard Business Review article Priceline’s CEO on Creating an In-House Multilingual Customer Service Operation, their contact center offers services in 42 languages. Their average customer support representative speaks between three and four languages fluently. This does not include English, as fluency in English is a base level expectation. Huston has created a culture centered around globalism and travel. He believes having his workers represent the product they support is the best way to achieve success for his company.
How Would Food Delivery Systems Embrace Multilingualism?
It would behoove the varying companies in the food delivery systems industry to look at their profits demographically. Learning what communities they serve, and implementing a contact center that services those industries, would be the first step.
The next would be looking at their workers, and asking the question: What kind of work culture are we trying to represent? The New York Times article Food Delivery Apps Are Booming. Their Workers Are Often Struggling, speaks on the intensity of the consequences created during the pandemic for food delivery workers. According to the article’s author, Kimiko de Freytas-Tamura, workers are often undocumented and uninsured. The communities they serve vary, and it is often hard for the workers to find benefits. Yet, the sales for food delivery services have skyrocketed due to social distancing. A disconnect has appeared and resulted in a crevasse within the company culture.
How Can Akorbi Help With Your Food Delivery System?
Akorbi’s purpose is to provide translation services and support to all of their patrons and partners. Implementing a multilingual contact center will support not just the consumer part of your business, but also the workers within your business. We can assist with providing clarity to increase your productivity.
By creating the possibility to have conversations with people in their native languages, we are helping you expand into new markets. Contact Akorbi online or call 1-877-4-AKORBI for more information on our translation or interpretation services.