Speaking Beyond Customer’s Language in Every Market

 Authored by Shwetha Iyer, SVP & Head of Marketing – RING & Kissht

 Imagine walking into a bustling marketplace where vendors not only speak your language but also understand your preferences, traditions, and needs. This personalized approach makes you feel valued, understood, and confident in making decisions. Now, consider the same scenario with a vendor who communicates but doesn’t fully grasp your local context. The experience feels disconnected, and you’re less inclined to engage.

In a diverse market like India, this example holds true for how businesses communicate with their audiences not only in the offline scenario but also in a digital scenario. With its vast regional differences, the perception of money and financial services shifts every few kilometers. In some region, it’s seen as a symbol of security, while in others, it represents opportunity or immediate gratification. As fintech companies expand into Tier 2 and Tier 3 cities—where traditional banking services are limited—it becomes crucial to speak in a way that goes beyond just language.

Adapting to the Needs of a Diverse Audience

Today, language barriers are becoming less of an obstacle, thanks to the widespread use of digital channels. Vernacular India is adopting digital solutions, interacting with chatbots, websites, and customer support services in regional languages. This means businesses, especially in fintech, need to adapt their tools and platforms to offer personalized experiences that resonate with different cultural and financial contexts.

Personalization can go beyond basic communication. It includes app experiences that are intuitive, support available in local languages, and content that speaks directly to the target audience's needs. For example, customers from more entrepreneurial regions may appreciate messaging that emphasizes growth and opportunity, while in regions with different financial mindsets, the focus might be on trust, security, and family well-being.

Creating a Seamless Omni-Channel Experience

In a market as dynamic as India, businesses need to take an omni-channel approach to communication. This could include localized blogs, social media campaigns, and even customer support that caters to regional languages. Each touchpoint—from the first interaction with a chatbot to a website’s user experience—should feel seamless and personalized.

Vernacular India, now highly engaged in the digital ecosystem, expects businesses to meet them where they are. Beyond just translating content, companies can create blogs and social media posts that reflect the cultural nuances of specific regions. Omni-channel marketing can bridge the gap between traditional and digital engagement, ensuring that the message resonates, regardless of the language or platform.

The hyperlocal approach: 

One powerful yet often underutilized tool in crafting regionally resonant messaging is the use of hyperlocal influencers. These influencers have a pulse on their community’s values, aspirations, and concerns. By collaborating with hyperlocal influencers, fintech companies can create highly tailored campaigns that reflect not just the language but the culture, traditions, and financial mindset of a particular region.

Hyperlocal influencers offer the advantage of credibility within their communities. Their endorsement can make messages feel more authentic and relatable. For instance, in a region where trust in financial institutions is low, an influencer’s experience with a secure and transparent digital lending platform can help bridge the gap. They can also help craft hyper-personalized content, such as videos or social media posts, that highlight regional success stories or local financial challenges, further increasing the resonance of the messaging.

Building Trust and Loyalty Through Tailored Support

A key factor in establishing trust with a diverse audience is support. Fintech companies must ensure that their apps and customer service tools are scalable and offer multi-language support, reflecting the varied linguistic landscape of India. Personalization—whether through tailored messaging or local-language customer assistance—enhances user experience, builds trust, and drives adoption.

The Importance of Tailored Messaging

This approach to communication goes beyond just translating words. It’s about understanding regional nuances and crafting messages that resonate deeply with the audience. Here’s why this strategy is indispensable:

• Cultural Sensitivity: Money and borrowing carry different meanings across India. For example, in certain regions, money is viewed as a tool for creating wealth and growing businesses, while in other areas, it may be associated with immediate material gratification or family welfare. Recognizing these differences allows businesses to develop financial products and messages that align with local motivations and values.
• Local Relevance: Just as businesses can adapt to local preferences, messaging must also reflect the nuances of urban and rural living. In urban areas, where digital literacy is higher, messaging can emphasize convenience and speed. Meanwhile, in Tier 2 and Tier 3 cities, where the shift to digital payments is still evolving, trust, safety, and gradual adoption should be at the forefront of communication. This ensures relevance and engagement across different markets.
• Avoiding Missteps: Tailoring messages helps avoid cultural misunderstandings. A message that works well in one region may not resonate in another if local financial sentiments are misinterpreted. For instance, differing attitudes toward borrowing and debt may lead to alienation if not addressed properly, making sensitivity in messaging crucial for success.
• Enhancing Effectiveness: Customized messaging greatly improves engagement. In some regions, emphasizing financial independence might resonate, while in others, highlighting entrepreneurial growth and prosperity may have a stronger appeal. This localized approach ensures that products and services feel relevant and relatable to specific audiences.
• Building Trust: Tailored communication also fosters trust. In regions where informal lending is common, businesses can emphasize transparency, safety, and ease of use in their digital platforms. Addressing local concerns such as tracking loan repayments or ensuring secure transactions can build trust among customers who may be hesitant to adopt new financial technologies.

With the rise of digital literacy across the country, reaching vernacular audiences is no longer just about language. It's about creating experiences that are intuitive, relevant, and available in a way that mirrors customers’ needs and expectations. Fintechs that can effectively integrate these personalized elements into their platforms will succeed in forging deeper connections with India's diverse population.

DISCLAIMER: The views expressed are solely of the author and Adgully.com does not necessarily subscribe to it.