While many companies focus on increasing international sales by localizing customer experience from lead generation to conversion, they often overlook post-sales support. To maximize international growth potential, in-market post-sales support is vital.


1. Repeat Business

Acquiring a new customer costs 5 to 25 times more than the cost of converting a sale from an existing customer.

Investing in repeat business is not only more cost-effective, but also more lucrative. In fact, 74% of customers said they are more likely to buy again if post-sales support is in their language. And 90% of global consumers expect brands to offer self-service customer support portals.

Therefore, repeat business is a key ingredient for maximizing your international success, which is why having an accessible, localized post-sales support structure is essential.

2. Building Loyalty

Organizations that lack in-market resources may be concerned that engaging international markets in their native language is too challenging. But it’s crucial for building brand loyalty.

Ensuring your platform supports customer reviews in-language is important for engagement in-market. However, this doesn’t mean you necessarily need to invest in live chats or telephone support to capture this engagement – you can succeed with simply having localized, automated CRM communication.

Localizing isn’t just about language. It’s also about tailoring your support to regional preferences. Each region responds differently to these efforts. For instance, due to data privacy concerns, loyalty programs are largely ineffective in Germany. However in China, nearly 90% of consumers would buy, and buy again, from companies that offer loyalty programs.

3. Reducing Post-Sales Support Costs

When customers can’t easily find answers in their local language, they may not buy your product or service again. Worldwide English proficiency isn’t nearly as universal as native English speakers might imagine. In fact, 80% of respondents demand post-sales support in their own language.

Localizing post-sales support might even save you money in the long run. By localizing documentation and building platforms where customers can troubleshoot answers to questions in their own language, you’ll dramatically cut down on call center costs and email queries and increase the likelihood that your international customers will buy from you again. But keep in mind that preferences vary from country to country, and your localization provider should be able to provide the insight you need to maximize your chances of success. 


Don’t forget about localizing post-sales support. When you put in the extra effort, you can maximize global growth by getting repeat business, building loyalty and reducing support costs.