Multilingual Customer Support Approaches for Success in the Growing and Diverse African Streaming Market

Track: Global Business | GB4 |
Thursday, June 6, 2024, 4:45pm – 5:30pm
Held in: Herbert room
Viviana Bertinetto - Language I/O 
Hannah Goodman - Sky
Host: Carrie Fischer

The presenters will share their experience deploying a multilingual customer support solution for streaming services in the diverse African market. They will discuss the challenges and lessons learned while navigating the linguistic and cultural complexities that were encountered across forty-four distinct territories. They will walk you through their approach to domain-adapted translation for user-generated content in both customer support and social media. Additionally, they will showcase their strategy to optimize help center content. Join this session to discover how organizations can foster customer satisfaction for African viewers by implementing effective customer support across channels without expanding existing support teams.


  • How to prepare to enter into the African market for multilingual customer support across different channels;
  • How to select the languages/dialects that are more appropriate for their consumer base;
  • How to avoid some of the pitfalls that we encountered along the way.