Thames Translations reveals importance of language

Simon George, managing director of Thames Translations, believes that many brands have not realised how important language is in developing trusting relationships needed to maintain customer loyalty.

After a difficult year for many top brands, from strike disputes at British Airways and Royal Mail to the Eurostar snow crisis, businesses are being reminded that rebuilding customer trust and loyalty should be their top priority in the New Year.

Customer attitudes to some of the country's biggest institutions have faltered during the past 18 months and now the Eurostar brand is facing its worst knock in consumer confidence for 15 years.

Language plays a huge part in building rapport and trust in consumers and so brands large and small should think about reviewing the language and terminology they are using to ensure they are communicating their brand values effectively, resolving issues in a timely manner and bringing in the desired result in 2010.

Brands should also focus more on social media as a means of communicating with a global audience, although communicating in a single language alone is no longer acceptable for the majority of customers.

It is amazing the role of language can play such a huge part in dealing with customer complaints efficiently and effectively across the globe.

Even Twitter has created translation tools because it realises it cannot succeed long term in English alone.

Whether their experiences are good or bad, customers will be talking in their own language in forums and so it is important that any issues are resolved in the languages that they are posted in.

It has never been more important for brands to be visible and vocal online and in 2010, brands should focus on making themselves more accessible to customers.

Resolving a customer complaint can actually create a more loyal and supportive customer than one that did not have any problems in the first place.

Back to top