Mind The Gap: How To Maintain Successful Client Communication Across The Globe

by Dan Roche, Oct 2, 2012, 7:11 AM

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If you’re like most companies, you are always strategizing to grow your business and reach new audiences, some of which may be overseas. The Internet, mobile devices and social media have all helped in these efforts, but how do you effectively relate to customers around the globe?

A portion of your website dedicated to business abroad will no longer cut it when it comes to creating customer relationships with clients in different countries. However, just because you might not see these customers as frequently as those in your city, there are still numerous ways to effectively connect. 

Here are the top five ways to bridge the gap (or the pond) between you and your customers:

• Mobile and on-demand access – Since your clients may be located in various time zones, it’s important to provide them with options to easily access your product or service no matter the time or place. Mobile and on-demand access account for time and schedule differences and will make it easier for clients to connect.
   
• Dedicated customer support team – In accordance withmobile and on-demand capabilities, it’s important that your clients know they have customer support access, 24/7, even though the corporate headquarters may be closed. If you are conducting business abroad, or in another domestic time zone, it’s important to establish a customer support team that caters to clients during their working hours and in their native language. Customer service can make or break a client relationship, and this team should be considered as much of a priority as your product or service.
   
• Customized content and features – While translation services are vital to communicating with international clients, it’s important to customize content and features for customers in foreign countries. For example, we offer multi-language webcasting player options and features that correspond to the country using our service. Slide decks, surveys and polls are all supported using the language or character set of the native country. Creating regional websites and/or providing clients with localized content are other personalized approaches to better communicate with your customers.
   
• Local partnerships – Sometimes the best option for serving your customers is face-to-face interaction. When time and distance prohibit this collaboration, it’s necessary to have established, trusted partners that are available to assist your clients. For example, we have relationships with field broadcast partners around the globe that can help attend to on-site production needs for our events regardless of time, location or audience.
   
• Regular visits – While webcasts and other online video communication options like Skype can help offset costly travel fees, sometimes face-to-face meetings need to occur. Schedule regular in-person meetings to supplement online meetings and/or to discuss topics that might require additional time. Your customers will appreciate you taking the time to meet with them and often these discussions provide further clarity, context or insight that will greatly benefit your business relationship. 

While staffing and budget for translation services, extra customer support teams and regional websites may seem daunting, start with one or two items and gradually increase your global service. A constant and open flow of communication between you and your customer(s) is always the main focus, and the customized elements will only be enhanced by this correspondence when they are initiated.

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