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Schadenfreude, vranyo/враньё, kummerspeck, schlimazel, etc., are all examples of words that are difficult to translate into an English counterpart without losing some of their inherent meaning. Now, imagine an emotionally charged customer voicing their frustrations in their second language (English). Even with a trained translator, there are native idiosyncrasies to every language that can confuse a trained professional. More importantly, using professional translators isn't scalable for any high-growth business with ambitions to break into the international market. Multilingual customer support is a potential instrument to help overcome these misunderstandings.