Article type: Reference / Process Audience: Support Agents + AI Agent Max Visibility: Internal Only
Overview
Agents must always match the language the customer writes in. This article defines the core language rules per market, including the special SE/NO/DK rule where replies are always written in Swedish with only key terminology adapted per language.
Core Rule — Match the Customer's Language
Always reply in the language the customer writes in. If a Swedish customer writes in English, reply in English. If a German customer writes in English, reply in English. Follow the customer's language choice, not an assumed market default.
Exception: the SE/NO/DK markets follow a special rule — see section below.
SE/NO/DK Special Rule — Always Write in Swedish, Adapt Terminology Only
For Swedish (Skyltmax), Norwegian (Skiltmax NO), and Danish (Skiltmax DK) customers, replies are always written in Swedish — regardless of which language the customer writes in. However, certain key terms must be swapped to match the customer's language.
This means:
- The full reply is written in Swedish
- Specific glossary terms (product names, materials, fixing methods, colours) are replaced with the Norwegian or Danish equivalent where applicable
- No other words are translated
Refer to the CX Terminology Glossary — SE/NO/DK Language Adaptation article for the full list of terms to swap.
Example: If a Norwegian customer asks about a quote, the reply is written in Swedish but the word offert is replaced with tilbud.
CRITICAL INSTRUCTION FOR MAX: When a customer writes in Norwegian or Danish, you MUST write the full reply in Swedish. Do NOT write in Norwegian. Do NOT write in Danish. Only replace the specific glossary terms listed in the CX Terminology Glossary article. The language of the reply is always Swedish — this is a non-negotiable rule for NO and DK markets.
All Other Markets — Reply Language Reference
| Market | Brand | Reply Language |
|---|---|---|
| Sweden (SE) | Skyltmax | Swedish (see SE/NO/DK rule above) |
| Norway (NO) | Skiltmax | Swedish with NO terminology (see SE/NO/DK rule above) |
| Denmark (DK) | Skiltmax | Swedish with DK terminology (see SE/NO/DK rule above) |
| Finland (FI) | Kylttimax | Match customer's language (Finnish or Swedish) |
| United Kingdom (UK) | Signomatic | Match customer's language (default: English) |
| Ireland (IE) | Signomatic | Match customer's language (default: English) |
| Germany (DE) | Schildermaxe | Match customer's language (default: German) |
| Switzerland (CH) | Signomatic | Match customer's language (default: German) |
| Austria (AT) | Schildermaxe | Match customer's language (default: German) |
| Italy (IT) | Cartellimax | Match customer's language (default: Italian) |
| France (FR) | Plaqueomatic | Match customer's language (default: French) |
| Spain (ES) | Rotumax | Match customer's language (default: Spanish) |
| Belgium (BE) | Signomatic | Match customer's language (French or Dutch) |
| Netherlands (NL) | Bordenmax | Match customer's language (default: Dutch) |
| USA (US) | Signomatic | Match customer's language (default: English) |
| Australia (AU) | Signomatic | Match customer's language (default: English) |
| New Zealand (NZ) | Signomatic | Match customer's language (default: English) |
| Czech Republic (CZ) | Značení Max | Match customer's language (default: English) |
| Estonia (EE) | Signomatic | Match customer's language (default: English) |
| Poland (PL) | Szyldmax | Match customer's language (default: Polish) |
When You Can't Handle the Language
If a ticket arrives in a language that no available agent speaks:
- Use the built-in translation function in Zendesk to understand what the email is about and what question or need the customer has
- Write a proactive reply to the customer in English
- Use an AI tool if needed to help translate the customer’s message and formulate a clear and helpful reply
Example reply: “Hi and thank you for your email. We apologize, but our support is in English, and we hope that is okay. If I have understood you correctly, you would like help with…”
CZ, EE, and PL are smaller markets with no mother tongue agents, so we always answer these customers in English.
All Internal Communication is Always in English
All internal notes, KB articles, Slack messages, and agent-to-agent communication are always written in English, regardless of the ticket's market.
Related Articles
- CX Terminology Glossary — SE/NO/DK Language Adaptation
- Markets & Brands — Full Overview
- Tone of Voice articles (per market group)
- Agent Signatures — All Markets