Intercultural awareness is a vital component of effective communication in the international business environment. Your ultimate signal of commitment in some non-English speaking markets is investing in the right people to represent you who additionally speak the customers’ native language.
While language competence and intercultural competence are strongly interlinked, you can invest in your intercultural communications skillset to compensate for gaps in language skills.
This signals commitment to your customer that you are up-skilling your team to engage effectively and respectfully in their cultural context. This area of capability proves just as important where you are building an increasingly diverse team.