5 Tips for New UK Energy Suppliers to Attract More Customers through Multilingual Support

5 Tips for New UK Energy Suppliers to Attract More Customers through Multilingual Support

New and emerging energy providers have captured almost 15% market share since 2009. Why? New providers’ great customer service and cost savings attracted disgruntled energy consumers. But larger, incumbent providers benefit from a high proportion of “sticky” customers who remain with them and have never switched.

One factor that can get some customers to switch: offer their preferred language.

4.2 million people, 7.7 per cent of the UK population, primarily speak a language other than English. While many of them can also speak English, contact center leaders say communicating in their preferred language impacts customer satisfaction and loyalty.

Welcome multilingual support for utilities

Half a million people primarily speak Polish, and nine other languages account for more than half of the UK population who speak a main language other than English.

In the US, where large percentages of the population speak Spanish, Mandarin, or Korean, companies attract and retain these customer segments with in-language support in marketing and customer service – a tactic that looks increasingly important for the UK energy sector.

Top 5 Tips – Attract More Customers with Multilingual Support

Participants from new suppliers at the popular Energy Customer Conference asked CyraCom about potential strategies to attract immigrant communities. In response, we put together our top 5 tips for the industry.

  1. Create a 3-page website to be translated

Don’t worry about translating and maintaining your entire website. You can attract multilingual customers with some limited  non-English websites containing information on how you provide services in the preferred language of a customer. Make sure people who are looking for a new energy supplier can click on your homepage to view these mini-sites in their language – they may choose you because you offer in-language service.

  1. Top 10 languages in UK
    1. Translate your 3-page website into the top 10 languages

    The graph provides the top 10 languages nationwide. These languages may vary by location.  Offering the translation in the top 10 languages alone help capture up to 50% of the market segment for those that prefer a language other than English.

    1. Implement telephone interpretation

    You can avoid hiring bilingual agents in all the languages you wish to support. Telephonic interpreters are available in hundreds of languages, and your staff can connect to interpreters in seconds. Customer service organizations use telephonic interpreters – as much as 60% of them according to the International Customer Management Institute.  Watch this video to learn how telephone interpretation works.cyracom-home-services

    1. Implement dedicated phone numbers for top 10 languages

    Your customers can effectively call you and a telephonic interpreter simultaneously. The customer can call, say, a Polish-specific number on your Polish website, answer prompts recorded in Polish, and by the time they speak with your English-speaking staff member, an interpreter may already be conferenced into the call.

    1. Selectively promote your non-English support

    Community organisations keen to in-language support may respond well to an email or announcement about expanded capabilities in their respective language of interest. This might trigger viral promotion through opinion leaders and social media.



Download our free “multilingual support guide”


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