Translation management

Words That Work: Speaking Your Customer’s Language in Live Chat

Discover how language transforms live chat support, improves customer satisfaction, and drives global loyalty. Learn strategies for cultural nuance, AI-powered translations, and scalable multilingual solutions.

"Hands typing on a laptop keyboard with overlaid smiley face icons representing customer satisfaction, including stars and a checkmark, symbolizing positive feedback and live chat support."

Words matter.


That might seem like a rather hackneyed adage to begin a blog post with, especially here on the Phrase blog. Language is what we—and you—do, after all.

But even when you have spent years earning a living through the very specific use of language, it’s surprising how seldom we stop to consider every single word in a conversation or piece of communication.

We all pick up habits and bits of best practice along the way, and we tend to think we’re well-versed in the basics. Yet once you dive deeper into subtle linguistic choices—especially in multilingual environments—you start to realize just how powerfully specific language impacts real-time interactions.

With this in mind, I’d like to focus on a critical area of business: customer support. More specifically, let’s explore how the style, tone, and language we choose in live chat support can transform customer experiences worldwide.

Why Live Chat—and why language matters now more than everLive chat has rapidly become the frontline of customer service for businesses worldwide, and for good reason.

According to a report by Tidio, 41% of customers prefer live chat support over other communication methods, while an overwhelming 79% say that live chat functionality has a positive effect on sales.

In an age where immediacy is expected, live chat is no longer a “nice-to-have”—it’s an essential touchpoint. It places brands in direct dialogue with customers, often at a critical moment when answers and reassurance are needed most.

But the global popularity of live chat also means that the words we use must span languages, cultures, and expectations. As a study by Intercom found, 70% of customers are more loyal to businesses that offer localized customer support. 

This isn’t just about having the chat option available; it’s about ensuring that every message resonates in a way that’s linguistically comfortable and culturally relevant.

Customers want to speak in their own language, and they want the conversation to “feel right.” That’s where we start to see that it’s not simply about solving problems—it’s also about how we communicate the solution.

Finding the right words: The impact of language on customer satisfaction

In a live support environment, every phrase carries weight. Agents have limited time, and customers often arrive with heightened emotions, seeking immediate resolution.

According to a report by Influx, live chat has a customer satisfaction rating of 85%, which underscores how effective communication—especially in a customer’s preferred language—can significantly enhance their experience.

This means that even if you successfully solve the issue, the way you present the solution matters just as much as the outcome itself.

It’s a balancing act: customers value speed, but they also need clarity and understanding. For instance, 42% of consumers prefer live chat because they don’t have to wait on hold, and that’s a major plus.

Conversely, 1 in 5 customers are willing to stop using a product or service due to slow response times via online chat, and a staggering 95% of customers value high-quality support over speed.

This suggests that while customers want immediacy, what they really look for is meaningful clarity. It’s not just about being fast; it’s about ensuring that each word you choose—especially in a multilingual context—is helping, not hindering.

This is why customers who use live chat are 63% more likely to return to a website, as Zoho’s data shows.

Clarity, helpfulness, and linguistic appropriateness foster trust and loyalty, keeping customers engaged long after the immediate query is resolved.

Going beyond translation: The real meaning of localization

Traditionally, maintaining high-quality and speedy support meant hiring agents who were multilingual or distributed across multiple locations.

Today, while that still plays a role, businesses are increasingly turning to more nuanced localization efforts.

Localization goes beyond literal translation, and is more accurately about adapting to cultural norms, language idioms, and the expectations of different regions.

After all, a phrase that works seamlessly in English could turn into a confusing riddle in another language. Even everyday idioms like “the ball is in your court” may not translate effectively, risking misunderstandings or missed opportunities to connect.

Cultural expectations also matter immensely. In Japan, for instance, a formal and polite tone is considered a professional standard. Using casual, overly friendly language could be perceived as off-putting or disrespectful. By contrast, in the United States, a more relaxed and approachable tone often feels more authentic and human.

Understanding these differences can mean the difference between a satisfied customer and one who feels alienated.

The right balance of language, tone, and cultural context drives higher customer satisfaction and helps ensure that live chat interactions end positively.

Crafting multicultural UX: words and design

Effective UX writing is pivotal in crafting live chat experiences that resonate across languages and cultures.

This means using clear and simple language, steering clear of slang or jargon unless it’s been properly adapted, and maintaining consistent terminology across all regions. 

According to HubSpot, 90% of customers consider an immediate response important or very important when they have a customer service question, highlighting that clarity must be partnered with promptness.

Reducing linguistic complexity can increase comprehension, ensuring that quick answers still convey the right meaning.

This consistency also builds brand recognition and trust. ThriveMyWay reports that companies spend 15-33% less on live chat support than phone support, indicating that investing in streamlined, consistent, multilingual resources can simultaneously reduce costs. 

And remember that cultural sensitivity doesn’t end with words. Colors, symbols, and imagery can convey different connotations in different cultures.

Making deliberate, informed design choices ensures that every element of your live chat experience—words, visuals, and interface cues—feels native and welcoming to each customer.

Fostering empathy and adopting personalization across languages

Personalization in live chat also goes beyond just using a customer’s name; it means acknowledging their linguistic and cultural context.

For complex queries, native speakers can often provide a level of nuance that automated translations can’t match, using localized greetings, phrasing, and farewell messages that feel organically suited to the customer’s culture. 

Empathy is also language-dependent: how you convey understanding and sympathy may differ from one culture to another.

According to Kayako, 79% of companies report that live chat has positively impacted their sales, revenues, and customer relations, showing the business value of empathetic, culturally aligned communication.

Real-world success: Airbnb’s approach to multilingual support

A great example of localization done right comes from Airbnb. Serving a global customer base in more than 60 languages, Airbnb ensures that support agents receive training on cultural sensitivities and linguistic nuances, allowing them to handle a variety of customer interactions effectively. 

The company’s chat interfaces and automated messages are thoughtfully adapted for different markets, enhancing user engagement and cementing the brand’s global reputation.

By tailoring both language and UX, Airbnb exemplifies how attention to cultural detail can unify a brand’s global presence.

The role of AI and machine translation

Increasingly, artificial intelligence and machine translation are proving invaluable for bridging language barriers in real time, enabling agents and customers to converse seamlessly in their respective languages.

With a considered approach, multilingual chatbots can handle basic inquiries and escalate complex issues to human agents, streamlining workflows and reducing delays.

By investing in efficient customer support technology—such as advanced machine translation engines, customizable workflows, and real-time multilingual communication—companies can sustain long-term growth without sacrificing service quality.

This mitigates the cost-prohibitive nature of scaling customer support while expanding into new markets, proving that global support doesn’t have to mean skyrocketing costs.

With strategic planning and the right tools, customer support can remain both scalable and sustainable.

With Gartner predicting that by 2025, 80% of customer service and support organizations will be applying generative AI technology in some form, it’s clear that this is already reshaping how we deliver multilingual support—improving both agent productivity and customer experience.

The challenge of quality, nuance and resource

Despite these advances, challenges remain. Machine translation can be imperfect, occasionally missing the cultural subtleties that human speakers naturally grasp.

Hiring enough native speakers to cover every language comprehensively can be cost-prohibitive. 

A hybrid approach often works best: combine AI-driven translation tools with automated language quality assessment combined with human oversight to refine accuracy and maintain cultural relevance.

Gathering customer feedback can inform continuous improvements to translation databases and AI algorithms, while prioritizing certain languages can ensure you’re focusing resources where they’ll have the greatest impact.

Zendesk Case Study Feature Image

Explore how AI-driven insights and automation help Zendesk deliver high-quality translations and scale effortlessly across 31+ languages, saving 96% in project analysis time, reducing costs by 25%, and gaining 100% visibility into workflows.

Training and measuring success

Investing in your team’s capabilities is also crucial. Offering training, including cultural workshops, and providing tools to manage multilingual content will all elevate the quality of your support function.

In fact, companies with comprehensive training programs enjoy 24% higher profit margins than those without formal training. Agent development is a worthy investment.

To measure success, track metrics like Customer Satisfaction Scores (CSAT) specific to language use, monitor First Contact Resolution (FCR) rates across different languages, and evaluate your Net Promoter Score (NPS) to gauge long-term customer loyalty.

Regular audits of live chat interactions will help ensure you’re maintaining a consistent brand voice, while centralized style guides help keep tone and terminology aligned across regions.

Remember: companies with well-defined omni-channel experiences achieve a 91% higher year-over-year increase in customer retention rates compared to those without, illustrating the importance of cohesive, multilingual strategies.

Making every word count, everywhere

Supporting your customers in their own language, in real-time isn’t just a functional necessity—it’s a chance to show your customers you really understand them, wherever they’re from. 

By treating localization as a strategic investment rather than a box to check, and by blending cultural awareness, thoughtful UX writing, and data-driven insights, you give customers the sense that they’re speaking to someone who’s truly on their wavelength. 

In a world where people expect instant answers in a voice that feels familiar, choosing the right words can help you stand out. When you get it right, you’re not just solving problems—you’re sparking loyalty, trust, and a feeling that, no matter what language they speak, your customers are heard.

Transform your customer support with real-time translations