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Can’t Bank, Won’t Buy: A Case Study from India
by Vijayalaxmi Hegde, Nataly Kelly
February 27, 2012
February 27, 2012

 
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Summary
We’ve written in the past about the fact that people won’t buy what they cannot understand (“Can’t Read, Won’t Buy: Why Language Matters on Global Websites,” Sep06). But before people can fully contribute to the local economy, they need to be able to cash checks, receive payments, make withdrawals, and obtain loans. Do banks make it easy enough for customers to open up their wallets? Or, are linguistic barriers standing in the way? This brief explores language access for banking services using India as a case study. It also offers five critical lessons for banks serving multilingual societies anywhere in the world.

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Pages: 8
 

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