by In recent years, many foreign companies have moved to Switzerland, especially in the canton of Zug. With this change, it’s not only local companies that have to adapt to this internationalization, but also the authorities. At the same time, they can make the most of this change.
“The official language is German” – in theory yes, but in practice that’s not really the case. The internationalization is clearly visible in the counter hall of the Road Traffic Office Zug. A lot of customers want to change their foreign driver’s license or transfer their vehicle to the canton of Zug. Of course, this is done in English or, even better, in their mother tongue. I’ve also noticed that internationalization is not only a linguistic challenge, but also a cultural one. It can be difficult to manage the different expectations customers have of our services and our understanding of quality. This is especially true when a customer’s driving license has to be withdrawn, which they often don’t know about from their country of origin, or when we have to meet deadlines on the exact day.
Three important pillars
Completing the CAS International Management at the Lucerne University of Applied Sciences and Arts really showed me how important it is to have the skills to deal with internationalization. It helps me look at things from a broader international perspective and apply that to the processes of the Road Traffic Office. This lets my team and I create tailored solutions for customers, which is a win-win for everyone.
Language and communication as a gateway to the world
Like everywhere else in the world, language is the entry ticket to a new environment. The English language is ideal for this purpose, as it is recognized worldwide as the universal language. Offering products and services in English, and ensuring that employees have a basic knowledge of the language, also demonstrates an authority’s openness to the issue.
Like everywhere else in the world, language is the entry ticket to a new environment.
For example, by enabling more and more services in English, both written and verbal, the Road Traffic Office has been able to significantly increase customer satisfaction. Additionally, digital translation tools such as DeepL or Google Translate can help with this.
Cultural awareness creates closeness
If you have frequent contact with foreign customers from a particular country or region, it is recommended that you also understand their cultural background.
If you have frequent contact with foreign customers from a particular country or region, it is recommended that you also understand their cultural background.
As an authority strongly affected by internationalization, we are planning targeted training courses and workshops for employees to provide valuable background knowledge about culture and practical tips for everyday life. This will help avoid misunderstandings and develop deeper customer relationships.
Building an international network
A further step to promote and ultimately benefit from the internationalization of the Road Traffic Office is the expansion of our network. By participating in international forums or events at home and abroad, or by entering into partnerships with stakeholders (e.g. important companies that bring many international employees to the canton of Zug), new and important contacts can be made, future trends can be integrated into one’s own strategy, and valuable experiences can be exchanged. This «out-of-the-box» approach, which fits well with HSLU International’s slogan «Broaden your horizons», creates a better understanding of how foreign customers «work» and also leads to creativity, a good reputation, and new ideas.
As an authority or company, how do you deal with foreign customers or internationalization? Share your knowledge and experience in the comments!
