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Exactly how do companies like Skyscanner, Daniel Wellington, Pinterest and Under Armour scale their customer service operations across multiple languages?

Do they hire hundreds of native agents? Use Google Translate?

The answer is no, they don’t. However, these high-growth companies have some other tricks up their sleeves that have enabled them to handle multilingual customer support with small teams, while also increasing the level of customer satisfaction across different languages.

But how?

Customer Support often has a bad name. And that’s strange. Because everyone who works in customer service also knows exactly what it’s like to be a customer. They also know what it’s like to experience both excellent and lousy customer service. So how come so many CS operations have traditionally been closer to lousy than excellent?

Well, management teams have in the past done an almost perfect job of creating an environment in which customer support fails to deliver:

Meet Daniel Wellington

Daniel Wellington is a watch brand, known for sleek and timeless design, its interchangeable NATO straps and mid-price positioning. Founded in Stockholm, Sweden in 2011; by February 2017 the venture was crowned the fastest growing business in Europe with growth across three years of over 4500%. 

A retail all-rounder, the company has a strong e-commerce presence, including a committed global following on social media (Daniel Wellington on Instagram has over 3 million followers). It also boasts a mature reseller network in stores across the world, in partnership with flagship retail brands. Daniel Wellington is today still a private company, so valuations vary; but it is generally believed to be worth around $200m.

Traditionally, the Customer Support function has been the unsung hero of business, for a very simple reason: the customer neither sees nor envisages a problem at the point they hand over their money. 

When you get a mortgage, buy a dress or book a flight, you don’t exhaustively assess a business for its quality of service. At this stage, we are still much more likely to think about price, product quality and features as our main points of comparison.

But anyone who has worked in a call centre or on a helpdesk knows how important the support function is; often the last opportunity to rescue a negative situation and lock down a customer for life.

However, the role of Customer Support as a hidden asset has been changing for much of the last decade. 

Providing your customers with excellent customer service is extremely important. It can inspire loyalty, trust and encourage them to recommend your services to others. Word of mouth is a powerful marketing force that you shouldn’t underestimate. That’s why you have to make sure, that your...