Posts

Why Code-Mixed Language Matters in Customer Communications?

Most of the companies do not focus on how real customers talk. Many D2C brands still respond in rigid, single-language scripts, especially when using automation, chat, or a Voice Bot . The result isn’t efficiency. It’s friction. Code-mixed language, where people naturally blend two or more languages in the same sentence, is not a trend. It’s the default communication style for millions of Indian consumers. And for D2C brands competing on experience, ignoring it is no longer an option. What Code-Mixed Language Actually Is (and Isn’t) Code-mixing isn’t broken language. It’s functional language. Consumers switch languages mid-sentence to: Express urgency Sound polite or informal Be precise about products, prices, or problems In India, English is often used for actions (“refund,” “replace,” “cancel”), while the regional language carries emotion and intent. Designing customer communication without acknowledging this reality creates an invisible gap between brand and buyer. As a result, cust...
Post a Comment
Read more

Why Customers Trust Promotional Messages More in Their Native Language?

Scroll through any D2C inbox or WhatsApp feed today, and you’ll see it instantly: brands are louder than ever, but trust is harder to earn. Discounts scream. Subject lines compete. Push notifications pile up. Yet one quiet lever consistently cuts through the noise, language. Not clever copy. Not sharper targeting. Just speaking to customers in the language they’re most comfortable thinking in. For D2C brands operating in multilingual markets, this isn’t a “nice to have.” It’s a trust multiplier. Language is emotional before it’s informational Customers don’t process promotional messages like product manuals. They feel them first. A sale alert in English might be understood. The same message in a customer’s native language often lands . It feels familiar. Personal. Less transactional. That emotional ease matters more than we like to admit. Harvard Business Review has noted that people rely more on instinct and emotional cues when making fast decisions. Language shapes those cues. Native...
Post a Comment
Read more

What Happens When One Clause Changes Across 12 Languages

A single line in a government document rarely attracts attention until it changes. Not a sweeping policy rewrite. Not a budget shock. Just one clause, amended quietly in English. But weeks later, district offices are confused. Citizens file appeals. Frontline officers interpret the rule differently. Somewhere along the way, the same sentence has come to mean slightly different things in Punjabi, Tamil, Bengali, Marathi, and nine other languages. This is not a hypothetical. In multilingual governments, this happens more often than anyone likes to admit. And it raises a deceptively simple question: what actually happens when one clause changes across 12 languages? The hidden weight of language in government systems Governments don’t operate in one language, even if drafting often begins in English. Laws, circulars, welfare guidelines, and public notices are consumed in the languages people think in. In countries like India, language is not a translation problem. It is an execution proble...
Post a Comment
Read more

Inside a BFSI Multilingual Workflow: From Policy Update to Customer Notification

Every policy update, interest rate tweak, KYC reminder, or service alert must travel fast, accurately, and in languages customers actually understand. The challenge isn’t translation alone. It’s orchestration. What sits behind the scenes is a multilingual workflow that has evolved from a “nice-to-have” into core infrastructure—a single, integrated CX layer where language is embedded, not bolted on. Why language is no longer a last-mile problem For decades, BFSI treated language as a final formatting step. Draft in English. Translate if time allows. Push notifications. Hope for the best. That approach no longer holds. In markets like India, customers may transact digitally but still think in their native language. A repayment reminder in English may be read. The same reminder in Bengali is understood—and acted upon. This is why English to Bengali translation , and other Indian language pairs, are now part of operational design, not campaign planning. A widely cited observation from Har...
Post a Comment
Read more