Once a business reaches scale, it looks for its next stage of growth by going multi-lingual. This starts happening from a point that might vary from one startup to another, but over the past two years, we at Airim figured out that the sweet spot for consumer businesses lies somewhere between 10k – 500k unique website visitors per month.
The first step is to usually create help content in the targeted languages. While it might take time to design an entire website in a different language, creating a knowledge base usually takes less than a day’s effort and starts showing positive impact on revenues and customer retention immediately.
However, it won’t be practical to show the entire knowledge base to all users in a support page. Everyone hates reading through the list of all the FAQs just to find one answer.
Until two years ago, there was no solution to show the right FAQ at the right time to each user based on any kind of intelligence.
When we launched Airim in April 2017, we attempted to solve this problem by predicting the top FAQ on a user’s mind based on their context and behavior. We started adding more variables to it (geo, ad source, device) to make it a full personalisation engine.
Then we added language. And that changed things.
By auto-detecting a user’s browser language, we could show them suggested help articles based on their language and this improved user engagement at all level of their journey, especially in the pre-sales stage.
A growing challenge among fast-growing consumer brands is to establish trust in their prospective customers’ minds. And what better way than talking the exact customer language?
By automating their customer education and making it personalized, our clients were able to achieve quicker sales, which led to record high conversions. Best thing, they didn’t have to displace any of their current tools.
We initially expected this solution to work only in India, where the common tongue changes every few kilometres. But we were pleasantly surprised to notice a high uptake in Europe as well – where linguistic divide is quite sharp.
We believe that language-based contextualisation is the best thing to happen in the field of self-service and we will continue to add more features to Airim to make consumers’ experience with businesses more effective, personalized and happier.