Addressing the varying demands of different countries and cultures is a challenge that multinational businesses face when branching out to new territories. There are lingual, geographical, and cultural differences that companies need to take into consideration in order to meet specific standards and expectations of each type of audience.
For businesses with a largely Bahasa-speaking market, the challenge may seem easier to conquer. But in truth, it can still be as daunting to them as it is to wider-scoped companies.
The Bahasa language, particularly Bahasa Indonesia and Bahasa Malaysia, are widely used in almost a dozen countries across Asia and spoken by nearly 400 million people all over the world. So just because your customers in Singapore speak the same language as your market in Malaysia doesn’t mean that the people in both countries have the same needs. Likewise, your Indonesian customers have various demands depending on certain variables like the region or consumer class they are in.
Yes, you could use a universal business strategy for your whole consumer base, but the customer service approach for every type of audience has to be localized. This is why you should have a deep knowledge about your Bahasa-speaking customers, and this starts by knowing what quality service means to them.
Your definition of excellent customer service may have a different meaning to the public you serve. For you, this may mean finishing processes on time and staying true to estimates and promises made to customers. For them, however, excellence may mean accessibility and convenience.
While you think that you’re doing well because your customer service representatives pass your own standards, people may still demand more from you because you don’t deliver their personal requirements for quality service.
Action by region
In markets where mobile use and Internet penetration rates are high, web-based customer service tools are likely to be in higher demand. On the other hand, other cultures want a real person to be the main point of contact when reaching out to companies, because this is how they think good customer support should be.
You should be able to pinpoint which services, platforms, and tools work best in the different demographics that you serve in order to know what types of services you must outsource and who are the recipients of which. However, outsourcing different customer service solutions from separate providers may not be a practical answer.
In choosing which service provider you should partner with, one of the key areas you should assess is the outsourcing firm’s familiarity with the type of consumers you have. The location and the employees who will handle your outsourced tasks are also aspects that should be taken into consideration. What types of people make up the customer service team that will be working under your name? It is best to see if they will be able to converse in your customers’ native language without cultural difference as hindrance.
If you find a customer service firm with diverse offerings as well as the aspects mentioned above, then there’s a high likelihood that it is the right provider for your Bahasa-speaking market. Assess the company well and make sure that its definition of customer service and understanding of varying market needs are aligned with your own definitions and with the customers’ needs.