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A CONTACT CENTER THAT WORKS FOR EVERY CALLER
DELIVER THE BEST EXPERIENCE FOR EVERY CUSTOMER, IN EVERY LANGUAGE
Inside, you will learn:
Why the ability of your contact center or service desk to interact with non-native language-speaking customers matters for CX
The telephonic technology advances driving improvements in OPI
Six steps to help you get started in building your organization’s omnilingual CX strategy
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DOES THIS SOUND LIKE A POSITIVE CUSTOMER EXPERIENCE?
Imagine this:
A Portuguese-speaking customer places a call to your company’s contact
center. This customer is calling because she has a small issue she hopes your
customer service representative (CSR) can resolve accurately and efficiently.
Only, the CSR who answers the call doesn’t speak Portuguese.
The initial moments of the conversation are awkward, as the CSR attempts to identify
what language the customer is speaking. He accidentally misidentifies the language as
Spanish and routes the call to his Spanish-speaking colleague in another department.
This causes additional confusion for both parties (and frustration for the customer).
It’s been several minutes, and the small issue that prompted your customer’s call is no
closer to being resolved.
The Spanish-speaking colleague informs the original CSR that the caller is not
speaking Spanish before she returns to her own work. The original CSR places the
customer on hold and makes a call to the company’s over-the-phone interpretation
(OPI) provider in an attempt to reach a facilitator who may be able to identify the
caller’s language. The CSR bridges the customer and the facilitator, who identifies
the spoken language as Portuguese. The customer is once again put on hold while
a Portuguese-speaking interpreter is found. Only once a Portuguese-speaking
interpreter becomes available can the customer, CSR, and interpreter commence
the three-way conversation.
The customer has spoken with multiple people, been placed on hold multiple times,
and spent a significant amount of time on the phone before even explaining her
problem. Does this sound like a positive customer experience?
Of course not. And yet this type of scenario is the norm far more often that it needs
to be. In research conducted with ICMI, Lionbridge found that 38% of contact centers
use third party interpretation services to provide multilingual voice support for inter-
actions with non-primary language customers. And in research conducted with HDI,
Lionbridge found that 54.7% of service desks route non-primary language calls to
internal employees from other departments to help them interpret the conversation.
Today’s customers have more options for products and services than ever before. They
simply will not tolerate support that doesn’t meet their needs—for speed, for accuracy,
and for a positive experience in their preferred language.
In an increasingly global and interconnected world, organizations that want to
succeed need to have the ability to provide a stellar customer experience across any
language and channel.
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TELEPHONIC TECHNOLOGY ADVANCES DRIVING CX
Fortunately for companies with contact centers and service desks, advances in telephonic technology mean that a poor over-the-phone customer experience is no longer necessary.
These five examples of best-in-class telephonic advances can eliminate the initial awkwardness of OPI interactions and enable enhanced customer experiences across all languages.
CLICK-TO-CALL What it is: Click-to-call is a button a caller can press
either in a native mobile app or from a web or mobile browser.
For interpretation calls, click-to-call can be used to launch specific
language conference bridges that place the customer into a hold
queue (with in-language instructions and messaging) while a
brand agent and interpreter are bridged together.
Why it helps: While the customer waits in the in-language
hold queue, the brand agent and interpreter can discuss anything
pertinent to the specific customer. When ready, they can bridge
the customer into the conference. This ensures a smoother
conversation and customer experience from the start.
HOSTED LANGUAGE IVR What it is: Interactive Voice Response (IVR) is a
technology that allows humans to interact with a computer
using voice or keypad entries. For interpretation calls, IVRs
can be set up by language. Instead of having one main number,
organizations can provide a list of support phone numbers that
are language-specific.
Why it helps: When customers call into a particular number,
they are opting into an in-language experience. When they elect
to speak to an agent, they will be put into a hold queue (with
in-language instructions and messaging) while a brand agent
and interpreter are bridged together. Much like click-to-call, this
technology ensures a smoother conversation, because it allows
interpreter and brand agent to be available to the customer from
the start of the call.
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INTERPRETATION APPS What they are: These are interpretation-specific
programs designed to run on mobile devices.
Why they help: Interpretation apps allow professionals on
the road or in non-contact center locations to join a call and
provide OPI for a customer. They provide one-click access to
interpreters when an in-store employee or field employee needs
an interpreter in real-time. The employee uses the app to select
the desired language, and the interpreter joins the line to assist
with the live interpretation.
ESCALATE TO VOICE What it is: An escalate to voice button allows a customer
using a self-service or digital agent-assisted channel to interact
with a live agent via voice call. For example, if a Korean-speaking
customer is using a real-time translation solution helmed by a
Spanish-speaking agent, an automatic escalate to voice button
recognizes the current chat language and connects the customer
to the correct interpreter directly from the chat window.
Why it helps: Escalate to voice solutions speed the time it takes
to connect a customer to a live agent over-the-phone. Additional-
ly, it allows the agent facilitating the self-service or digital-assisted
channel to provide necessary context to the interpreter before the
phone conversation begins.
VIRTUAL QUEUING What it is: Virtual queuing technology allows customers
to receive a call when the contact center has a resource available
to speak with the customer.
Why it helps: Companies can leverage virtual queuing to assist
with interpretation calls. Virtual queuing can allow a customer
to receive a call back once an interpreter and brand agent are
bridged and ready to speak with the customer. This saves time for
the customer and approves the customer experience. It can also
integrate with click-to-call, IVRs, interpretation apps, or when
escalating from a digital channel.
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4.Traditional OPI is effective, but it has limitations when it comes to providing a best-in-class customer experience. These telephonic technologies can help companies provide a great experience to every customer, regardless of language.
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WHERE TO START?
Six steps to get started creating your organization’s omnilingual CX strategy.
IDENTIFY OPPORTUNITIES ACROSS LANGUAGES The first step in optimizing your organization’s omnilingual
customer experience is understanding your non-primary language
landscape. What is the current experience like for a non-primary
language speaker interacting with your contact center or service
desk? What factors enhance or detract from their satisfaction?
Consider the following from every customer’s perspective:
• How easy is it for me to report an issue?
• Are my preferred communication channels available
in my language?
• Do I need to repeat myself throughout the course of
an interaction?
• Am I being handed off to multiple employees
multiple times?
• Has my issue been resolved?
• How much effort does resolving my issue require?
• What is the time to resolution? Is it appropriate?
The answers to these questions will help you understand the
customer experience across languages and ascertain whether it is
consistent for multilingual customers.
TRACK LANGUAGES AND VOLUMES Track and quantify the languages your customers speak.
What languages are your callers requesting your agents speak?
Understanding the language landscape of your customers will
help you deliver a high-quality experience for them in the future.
MEASURE AND DISSECT METRICS BY LANGUAGE After you’ve identified the key languages your customers speak,
begin to determine how quality metrics vary by language. Select
metrics most important to your organization; for example, CSAT,
NOS, FCR, CPC, L1FCR (FLR), TTR (Time to Respond/
Repair/Resolve), ASA, and Cost Per Incident, among others.
Many organizations are surprised to find that their scores are
significantly lower for non-primary language speakers.
MAP JOURNEYS BY LANGUAGE Once you have determined the languages that have lower
customer metrics, you can examine the journeys of customers
who speak these languages. Mapping customer journeys by
language will allow you to develop a clear picture of which
languages require the most attention. Many organizations that
have taken this step find the journey to be significantly worse
for non-primary language-speaking customers.
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INVESTIGATE YOUR OPTIONS Armed with your data, you can now consider which
language solutions make the most sense for your business,
culture, and budget. For example:
• If your customers prefer to engage with your agents via
voice, then an OPI service with cutting-edge technology
might make sense.
• If your customers prefer to interact with you via chat and
email, evaluate second generation real-time translation
technology. Customized real-time translation solutions
can add support for hundreds of languages to your existing
chat and/or email platform(s).
• If your language evaluation revealed that you only require
support in one or two high-volume languages, hiring
bilingual agents could be ideal for your company.
• Consider how AI-powered second-generation real-time
translation solutions can automate manual processes,
improve customer experience, and provide tangible ROI
for your contact center or service desk.
• You may find that a combination of solutions
provides the best coverage for your organization.
Best-in-class companies use a variety of translation
and interpretation technologies to meet high-, medium-,
and low-volume language needs. No two organizations
are alike, and each will require a tailored approach to
language support.
TEST, MEASURE, OPTIMIZE, AND EXPAND Treat your optimization work like a science experiment.
Introduce one new variable at a time and measure its impact
before making company-wide changes. For example, you
don’t need to immediately offer support for every language
across every channel. Instead, begin by closing the biggest
gaps. Start by providing support for the highest-volume
non-primary language.
Test, measure, and optimize to determine the process,
channels, and languages that make the most sense for
your company.
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GET STARTED.
CONTACT US TODAY TO LEARN MORE ABOUT
ADDING LIONBRIDGE’S OPI TECHNOLOGY TO
YOUR CONTACT CENTER OR SERVICE DESK.
UNDERSTAND TO OPTIMIZE
By fully understanding the language needs of your customers, you can
match them with the right solutions and pave the way for global language
coverage that provides superior customer service to every customer.
About Lionbridge
Lionbridge partners with brands to break barriers and build bridges all over the world. For more than 20 years, we have helped companies connect with global customers by delivering marketing, testing and globalization services in more than 300 languages.
Through our world-class platform, we orchestrate a network of 500,000 passionate experts in 5,000-plus cities, who partner with brands to create culturally rich experiences. Relentless in our love of linguistics, we use the best of human and machine intelligence to forge understanding that resonates with our customers’ customers. Based in Waltham, Mass., Lionbridge maintains solution centers in 27 countries.
LEARN MORE ATLIONBRIDGE.COM
© 2019 Lionbridge. All Rights Reserved.
