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TOM TSEKI
Vice President and General Manager, Customer Care,
Lionbridge
You’ve Localized Your Website: What’s Next?
Tom Tseki | VP & General Manager, Customer Care Solutions
So What’s Next?
Ensure you are providing post-sale care across languages
There is so much focus on CX
89% of companies expect to compete mostly on the basis of customer experience
When Econsultancy conducted their survey for Digital
Marketing Trends, they asked companies to state the
single most exciting opportunity for 2016.
22%
15%13%
11%
7%
Customer
Experience
Content Marketing Mobile Personalization Social
And we know the importance of CX:
SURVEY SAYS: CUSTOMERS HIGHLY VALUE GREAT CUSTOMER EXPERIENCES
2020
86% of buyers will pay more for
a better customer experience.
By 2020, customer experience will
overtake price and product as the
key brand differentiator.
2 Primary Drivers of the CX Language GAP:
1. Companies aren’t staffed to provide Customer Care in the same languages that sales & marketing materials are localized in
2. Companies don’t have a solid grasp on the
languages spoken in the markets that their
products are sold into.• LEP speakers (Over 25M in the U.S.) –
• 15M speak Spanish, 10M other
• Regions / Pockets of other language speakers
Arabic Speakers around Detroit
What is the cost of not providing language support?
74% of consumers are more likely to repurchase if after-sales care is offered in their language
What does CX look like for non-primary language speaking customers?
Only 19% of organizations can support non-primary language customers AND most commonly only over the phone…
And for the others…The #1 way of “helping” these customers?
Simply apologize…
In fact…
39% Apologize that the language is not supported and attempt to handle in the agent’s primary language
26% Informally find someone in the department that can translate or speak the language
17% Provide a scripted apologetic response and make no further support attempt
16% Informally find someone in the company That can translate or speak the language
Typical CX for non-primary speaker
• Very limited self-service• Very limited digital / mobile• If offered it is mainly voice
via an interpreter• Limited hours of coverage• Long hold / wait times
= Very High effort,
Very frustrating CX
1 Angry Customer 16 Anti Referrals
=
Most companies don’t realize they have a problem
• <12% of companies measure effort by language
• <15% of companies measure NPS by language
• <20% of companies measure wait time by language
• <22% of companies measure FCR by language
• <25% of companies measure CSAT by language
What was the difference in CSAT between customers served in their primary language vs. non-primary?
0 10 20 30 40 50 60
CSAT was significantly higher when served in primary language
CSAT was moderately higher when served in primary language
CSAT was slightly higher when served in primary language
CSAT was about the same when served in primary language
CSAT was lower when served in primary language
Multilingual Best Practices:How to Get Started
Identify Opportunities Across LanguagesDissect metrics by language
Step 01
Interactions
Effort
CSAT
NPS
Etc.
Determine your Goal(s)Your goal will drive the appropriate strategy
Step 02
Broader coverage across hours / days of week?
Quicker response time?
Voice deflection?
Support languages not supported today?
Better CX?
Improvement in CSAT / NPS?
Map Journeys by LanguageStep 03
Investigate Staffing OptionsStep 04
3rd Party Interpretation
Outsource In-Country Contact Centers
Back Office Support
In-House Multilingual
Agents
2nd Gen Real-Time Translation
Build the Business CaseBENEFITS:
Step 05
Increased Revenue
Reduced Cost
Better Coverage
Better CX
Test & Measure, Optimize & ExpandStep 06
How did the approach impact
key metrics?
Did we get the result that we thought
we would?
Test and control if possible
With validation in-hand, identify the next channel
Aberdeen “Bring Down the Language Barrier” - Feb 2017
• 162 Global Companies surveyed
• 21% of Businesses use technology for multi-lingual communications
• Another 20% are considering adopting it for 2017
• Those who have saw: