Australia is becoming increasingly culturally diverse with more than 7.5 million residents born overseas. But companies are missing out on the huge opportunities offered to them by this modern multicultural society, says LanguageLoop CEO Elizabeth Compton.
Statistics show that 49 per cent of Australians were either born overseas or have a parent who was born overseas, while nearly 21 per cent of Australians speak a language other than English at home. However, this vast market is being largely overlooked by companies – an issue LanguageLoop is helping to address.
“We are still such a surprisingly English country in terms of how we communicate,” Elizabeth tells The CEO Magazine. Many companies are still doing the bare minimum when it comes to communicating their offering in other languages, but that does not serve either party well, she insists. The challenge for LanguageLoop is convincing companies that language services are a sound investment.
“Instead of just banging on about this ourselves, we thought, ‘Let’s do some research and see if we can put some hard facts in front of clients,’” she recalls.
As a result, the company commissioned a survey of 3,000 Australians for whom English was not their first language. The findings were staggering. For example, 90 per cent of those surveyed said they would recommend a business if it communicated in their language. Meanwhile, 74 per cent said they would give their custom and be more loyal.
Esta historia es de la edición May 2021 de The CEO Magazine - ANZ.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor ? Conectar
Esta historia es de la edición May 2021 de The CEO Magazine - ANZ.
Comience su prueba gratuita de Magzter GOLD de 7 días para acceder a miles de historias premium seleccionadas y a más de 9,000 revistas y periódicos.
Ya eres suscriptor? Conectar
There Were No Unknowns For Us
Putting discipline at the core of figurehead construction helped it survive both the global financial crisis and the covid-19 pandemic, says managing director Joe Grasso.
The Future Is Digital
We are watching a lot more television as a result of the pandemic, but as the senior vice president, head of streaming for 10 viacomcbs Liz Baldwin explains, the way we view it has totally changed.
The Ultimate Investments
With the global economic recovery from the pandemic underway, many analysts are suggesting now is the time to invest – but will whisky, soybeans or bitcoin find a way into your portfolio?
Once in a LIFETIME
CO-FOUNDER AND MANAGING DIRECTOR OF INTEGRITI PROJECTS ANDREW STENOS IS BUILDING MORE THAN BESPOKE HOMES. HE’S ALSO BUILDING DREAMS FOR CLIENTS WHO KNOW EXACTLY WHAT THEY WANT.
PUTTING FAMILY FIRST
COUNTRY LIVING HOMES MANAGING DIRECTOR MARK RAVENSCROFT HAS OVERSEEN IMPRESSIVE GROWTH, BUT NEVER LOST SIGHT OF WHAT MAKES THE SOUTH AUSTRALIAN CONSTRUCTION BUSINESS SUCH A SUCCESS.
“A SAFER COMMUNITY IS MY MAIN PRIORITY”
ULTIMATE SECURITY CEO NASSIM SAID HAS BUILT A HIGH-TECH SECURITY ORGANISATION FROM THE GROUND UP, ALWAYS WITH COMMUNITY SAFETY IN MIND AND AN INSISTENCE ON FAMILY VALUES.
We Did It Our Way.
WHEN STEVEN SIMEONI FOUNDED TAS CITY BUILDING, HE KNEW HE WANTED TO DO THINGS DIFFERENTLY.
FROM PRECISION TO PREZZEE
A COMMERCIAL PROPERTY BARON AT 24, PRECISION GROUP BILLIONAIRE SHAUN BONÉTT HAS BUILT HIS CAREER ON UNDERSTANDING THE RETAIL MARKET. NOW HE’S INTRODUCING PREZZEE, THE DIGITAL GIFT CARD PLATFORM THAT’S CHANGING THE WAY WE GIVE.
HIGHWAY STAR
IN REGIONAL AUSTRALIA, WHERE TRUCKS ROUTINELY NAVIGATE VAST STRETCHES OF HIGHWAY, THE ROAD BETWEEN AGRIBUSINESS AND COMMUNITY IS SHORT. DENILIQUIN FREIGHTERS IS AN OLD HAND AT THAT ROUTE, WHICH CEO VICKI MEYER SAYS IS ITS MOST IMPORTANT ONE.
BENEATH THE SHEETS
A GOOD NIGHT’S SLEEP GOES A LONG WAY TOWARDS MENTAL WELLNESS, AND AH BEARD CEO TONY PEARSON BELIEVES THE OFT OVERLOOKED MATTRESS IS THE ESSENTIAL INGREDIENT.