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Using Language Translation Technologies to Improve the
Customer Experience
March 27 2014
2pm to 3pm EST
W E B C A S T S E R I E S
Featured Speakers
Steve Weston
Managing Partner
Joe Fiorentino
GM amp VP Global Software Products
Martha Brooke
Founder
CEMDNA Playbook Strategy
Bill Bradley Vice President Marketing amp
Business Development
Engaging Customers in a Multi-lingual World
Addressing the multi-language challenge
is a major issue for contact centers
bull English is dominant in US but Asian Hispanic languages are growing fast ndash Not being conversant in a customerrsquos native language damages the customer experience
ndash Training agents to speak multiple languages is expensive and time consuming
ndash Have a small group of agents who speak Spanish or Chinese take calls from those customers
bull Spoken language mismatches are just part of the problem ndash Online chat online communities social channels all rapidly growing in popularity
ndash Volume of such interactions dwarfs telephone contact
CEMDNA Playbook Strategy
Meeting Todayrsquos Multi-Channel and
Multi-Cultural Support Needs
Joe Fiorentino
GM amp VP Global Software Products
7 copy Copyright Lionbridge Technologies Inc
800+ Brands Choose Lionbridge for Globalization Services
Lionbridge
8 copy Copyright Lionbridge Technologies Inc
Customer Support
Challenges amp Trends
bull Social media amp digital channel explosion
bull Convenience vs Quality
bull Language of the customer
bull Google translation not commercially viable
bull Human translation too costly
bull Language is not an ldquoin-countryrdquo PampL problem
bull Frozen budgets
9 copy Copyright Lionbridge Technologies Inc
Digital Channels Have Skyrocketed
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Featured Speakers
Steve Weston
Managing Partner
Joe Fiorentino
GM amp VP Global Software Products
Martha Brooke
Founder
CEMDNA Playbook Strategy
Bill Bradley Vice President Marketing amp
Business Development
Engaging Customers in a Multi-lingual World
Addressing the multi-language challenge
is a major issue for contact centers
bull English is dominant in US but Asian Hispanic languages are growing fast ndash Not being conversant in a customerrsquos native language damages the customer experience
ndash Training agents to speak multiple languages is expensive and time consuming
ndash Have a small group of agents who speak Spanish or Chinese take calls from those customers
bull Spoken language mismatches are just part of the problem ndash Online chat online communities social channels all rapidly growing in popularity
ndash Volume of such interactions dwarfs telephone contact
CEMDNA Playbook Strategy
Meeting Todayrsquos Multi-Channel and
Multi-Cultural Support Needs
Joe Fiorentino
GM amp VP Global Software Products
7 copy Copyright Lionbridge Technologies Inc
800+ Brands Choose Lionbridge for Globalization Services
Lionbridge
8 copy Copyright Lionbridge Technologies Inc
Customer Support
Challenges amp Trends
bull Social media amp digital channel explosion
bull Convenience vs Quality
bull Language of the customer
bull Google translation not commercially viable
bull Human translation too costly
bull Language is not an ldquoin-countryrdquo PampL problem
bull Frozen budgets
9 copy Copyright Lionbridge Technologies Inc
Digital Channels Have Skyrocketed
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
CEMDNA Playbook Strategy
Bill Bradley Vice President Marketing amp
Business Development
Engaging Customers in a Multi-lingual World
Addressing the multi-language challenge
is a major issue for contact centers
bull English is dominant in US but Asian Hispanic languages are growing fast ndash Not being conversant in a customerrsquos native language damages the customer experience
ndash Training agents to speak multiple languages is expensive and time consuming
ndash Have a small group of agents who speak Spanish or Chinese take calls from those customers
bull Spoken language mismatches are just part of the problem ndash Online chat online communities social channels all rapidly growing in popularity
ndash Volume of such interactions dwarfs telephone contact
CEMDNA Playbook Strategy
Meeting Todayrsquos Multi-Channel and
Multi-Cultural Support Needs
Joe Fiorentino
GM amp VP Global Software Products
7 copy Copyright Lionbridge Technologies Inc
800+ Brands Choose Lionbridge for Globalization Services
Lionbridge
8 copy Copyright Lionbridge Technologies Inc
Customer Support
Challenges amp Trends
bull Social media amp digital channel explosion
bull Convenience vs Quality
bull Language of the customer
bull Google translation not commercially viable
bull Human translation too costly
bull Language is not an ldquoin-countryrdquo PampL problem
bull Frozen budgets
9 copy Copyright Lionbridge Technologies Inc
Digital Channels Have Skyrocketed
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Engaging Customers in a Multi-lingual World
Addressing the multi-language challenge
is a major issue for contact centers
bull English is dominant in US but Asian Hispanic languages are growing fast ndash Not being conversant in a customerrsquos native language damages the customer experience
ndash Training agents to speak multiple languages is expensive and time consuming
ndash Have a small group of agents who speak Spanish or Chinese take calls from those customers
bull Spoken language mismatches are just part of the problem ndash Online chat online communities social channels all rapidly growing in popularity
ndash Volume of such interactions dwarfs telephone contact
CEMDNA Playbook Strategy
Meeting Todayrsquos Multi-Channel and
Multi-Cultural Support Needs
Joe Fiorentino
GM amp VP Global Software Products
7 copy Copyright Lionbridge Technologies Inc
800+ Brands Choose Lionbridge for Globalization Services
Lionbridge
8 copy Copyright Lionbridge Technologies Inc
Customer Support
Challenges amp Trends
bull Social media amp digital channel explosion
bull Convenience vs Quality
bull Language of the customer
bull Google translation not commercially viable
bull Human translation too costly
bull Language is not an ldquoin-countryrdquo PampL problem
bull Frozen budgets
9 copy Copyright Lionbridge Technologies Inc
Digital Channels Have Skyrocketed
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
CEMDNA Playbook Strategy
Meeting Todayrsquos Multi-Channel and
Multi-Cultural Support Needs
Joe Fiorentino
GM amp VP Global Software Products
7 copy Copyright Lionbridge Technologies Inc
800+ Brands Choose Lionbridge for Globalization Services
Lionbridge
8 copy Copyright Lionbridge Technologies Inc
Customer Support
Challenges amp Trends
bull Social media amp digital channel explosion
bull Convenience vs Quality
bull Language of the customer
bull Google translation not commercially viable
bull Human translation too costly
bull Language is not an ldquoin-countryrdquo PampL problem
bull Frozen budgets
9 copy Copyright Lionbridge Technologies Inc
Digital Channels Have Skyrocketed
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Meeting Todayrsquos Multi-Channel and
Multi-Cultural Support Needs
Joe Fiorentino
GM amp VP Global Software Products
7 copy Copyright Lionbridge Technologies Inc
800+ Brands Choose Lionbridge for Globalization Services
Lionbridge
8 copy Copyright Lionbridge Technologies Inc
Customer Support
Challenges amp Trends
bull Social media amp digital channel explosion
bull Convenience vs Quality
bull Language of the customer
bull Google translation not commercially viable
bull Human translation too costly
bull Language is not an ldquoin-countryrdquo PampL problem
bull Frozen budgets
9 copy Copyright Lionbridge Technologies Inc
Digital Channels Have Skyrocketed
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
7 copy Copyright Lionbridge Technologies Inc
800+ Brands Choose Lionbridge for Globalization Services
Lionbridge
8 copy Copyright Lionbridge Technologies Inc
Customer Support
Challenges amp Trends
bull Social media amp digital channel explosion
bull Convenience vs Quality
bull Language of the customer
bull Google translation not commercially viable
bull Human translation too costly
bull Language is not an ldquoin-countryrdquo PampL problem
bull Frozen budgets
9 copy Copyright Lionbridge Technologies Inc
Digital Channels Have Skyrocketed
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
8 copy Copyright Lionbridge Technologies Inc
Customer Support
Challenges amp Trends
bull Social media amp digital channel explosion
bull Convenience vs Quality
bull Language of the customer
bull Google translation not commercially viable
bull Human translation too costly
bull Language is not an ldquoin-countryrdquo PampL problem
bull Frozen budgets
9 copy Copyright Lionbridge Technologies Inc
Digital Channels Have Skyrocketed
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
9 copy Copyright Lionbridge Technologies Inc
Digital Channels Have Skyrocketed
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
10 copy Copyright Lionbridge Technologies Inc
Language of the Customer ndash the Big Gap
93 of online business is conducted in English
hellip yet 72 prefer something else
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
11 copy Copyright Lionbridge Technologies Inc
Content Types ndash the New Source of Words
Casual Communication
DYNAMIC CONTENT
Business Critical
Translated Professionally (Humans)
bull Products bull Marketing Material bull Branded Website
Not Translated Today
bull Online Chat
bull Online Communities
ndash Knowledge Bases Forums etc
bull Google Translate Bing Translator etc
Not commercially viable ndash qualitysecurity issues
Source Common Sense Advisory Report ldquoAutomated Translation Technologyrdquo
90
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
12 copy Copyright Lionbridge Technologies Inc
Business-Ready Automated Translation
General-Purpose MT Platforms vs GeoFluent
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
13 copy Copyright Lionbridge Technologies Inc
Implications for Online Communities and Chat
Online Communities
bull Limited global participation
bull In-country forums are ineffective
bull Re-directing foreign traffic to English forums not a satisfactory experience
bull Limited ldquosuper userrdquo leverage
bull Global SEO weak
Online Chat
bull Limited SME availability
bull Hard to find SMEs with language skills
bull Coverage across time zones is expensive
bull Global consistency lacking
bull Escalating global support costs
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
14 copy Copyright Lionbridge Technologies Inc
bull Challenge
Increasing revenue in China without replicating support staff and infrastructures
bull Approaches considered
1 Stand-up Chinese sister-community
2 Use automated translation to create a ldquoglobal communityrdquo
bull Results
20000 Chinese page views each month
~140 deflections
Improved CSAT
Toad World Online Community
Case Study Dell Software
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
15 copy Copyright Lionbridge Technologies Inc
bull Challenge
Difficulty matching foreign language demand with agent availability as business expanded into new markets
bull Approaches considered
1 Hire native-speakers
2 Real-time multilingual chat
bull Results
30000 chat sessions in French German Italian Spanish Russian and English with just 16 agents in 2013
30 savings in hiring chat agents
35 decrease in wait times
25 increase in deposits
Live Chat for Online Gaming
Case Study PKR
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
To Enhance the Customer Experience Think Globally
Engage Locally
Steve Weston Managing Partner
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Who is EPIC Connections
EPIC Connections offers consulting outsourcing services and managed services through three
operating units EPIC Cloud Solutions EPIC Response and EPIC Connections We specialize in achieving
ldquoCustomer Contact Optimizationrdquo Our highly Qualified Professional Services and Managed Services
teams deliver strategic operational and technology implementation strategies for cost savings and
revenue growth
Areas of Expertise
Managed Services Contact Center Operations Business Process Outsourcing Business Process
Improvement Global Deployment Multi-Channel Integration Customer Care Technical
Support Language Interpretation Customer Experience Specialists Outsourcing Advice Outsourcing
Selection
EPIC Connections
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
EPIC has engaged in consulting outsourcing and managed
services relationships with a broad array of industries including
the following bull Retail Services
bull Insurance Services
bull Travel amp Entertainment Services
bull Financial Services
bull Telecommunications Services
bull ManagementConsulting Services
bull Non-ProfitFundraising
bull PoliticalGovernmental Services
bull Health amp Beauty Services
bull Senior Market Insurance Services
bull Analytics Software
bull Transportation Technology
bull Business Services
bull Technology Services
bull MarketingAdvertising Services
bull Military
Broad Experience Across Many
Industries
bull Human Resource ServicesTraining
bull Health Care
bull Financial Services
bull MarketingAdvertising Services
bull Construction Services
bull Educational Services
bull ManufacturingMachinery Services
bull Airlines
bull CableInternet Service providers
bull Public Utilities Services
bull Security Monitoring
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Fortune 500 companies deliver product information in up to 35 languages
yet typically provide customer support in one or two languages
What does this breakdown in customer experience cost ndash A study of web users in the EU found that 90 preferred browsing in their own language and 44 felt they missed critical lang uage
content when not browsing in their language of choice
ndash Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do
product research
ndash Over 70 of large service enterprises utilize social technologies (such as online forums) to improve customer service
ndash Online self service is the least expensive mode of customer support
ndash If you can find a way to enable in-language self-service or Email and Web Chat response it would greatly reduce your cost to serve
while simultaneously improving customer experience
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Support Cost by Channel
When companies do not provide in-language web self-service they create a very high cost to serve In addition not having in language CS agents only magnifies the customer experience issue
Customer Service Channel Approximate Cost per Contact
Call Center Tech Support $12 and higher
Call Center CSR $6 and higher
Web Chat or Callback $5 and higher
Email Response $250 to $5 and higher
Web Self Service $010 or less
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
New technology is enabling improved more consistent and standardized customer
experience worldwide in the following ways
Global knowledge base ndash Consumer will typically seek answers by visiting the company website When
the website is not translated customers have three options
Make a call to the call center (which may or may not support their language)
Try to understand the content in English
Abandon their search
Multi-lingual E-mail amp Cross Language Chat - Using machine translation agents can communicate
in multiple languages allowing a single language queue enabling faster lower cost service
Global Support Forums ndash Typically segmented by geography or language machine translation can bring
all of these regional forums together
Sentiment Analysis ndash With machine translation companies can better understand customer sentiment on
localized information regarding buying behaviors and patterns
Enhancing Customer Experience- Think
Globally ndash Engage Locally
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Customer Conversations the
More Tailored the Better
Martha Brooke Founder
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
About
Interaction Metrics
Martha Brooke Program Director amp Founder
Audit Findings Reports
Objective Metrics amp Benchmarks
Improved experiences for market innovators like ProShares and the largest companies like GE
Free mini-audits at InteractionMetricscom
Our Techniques Include Surveys | Customer Interviews | Mystery Shops | Monitoring | Service Standards
2064283091 | connectinteractionMetricscom
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
Customer Conversations
The More Tailored the Better
4 Takeaways | 8 Minutes
The status quo is flat thinking
4 qualities of customer experience
A few tools to tailor conversations (among them translation software)
Example Testing for tailored conversations
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
Customers Are NOT All the Same
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
5 4 3 2 1
5 4 3 2 1 5 4 3 2 1 Status Quo | Flat Thinking
A reductive approach that favors simplification over improvement
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
Flat Thinking Misses
bull How customers felt throughout interactions
bull Where you have branding opportunities
bull How well different personas are served
bull Customersrsquo subconscious reactions
bull How to improve the customer experience
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
1 Fluid
dynamically changing throughout each interaction
4 Qualities of Customer Experience
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
2 Varied
by touchpoint and customer persona
4 Qualities of Customer Experience
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
3 Sub-conscious
encompassing a range of sensations and hundreds of cues
4 Qualities of Customer Experience
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
4 Ever-shifting
because customer expectations are shaped by evolving marketplaces
4 Qualities of Customer Experience
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
The More Tailored the Better
Mystery Shops that recognize personas
Call Guidelines that adapt to different situations while supporting your brand
Surveys that are dynamic amp individualized
Translation Software
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
ldquoOn average it costs $XX for each eye and that includes everythinghellipAlso keep in mind you wonrsquot be buying solutions or contacts so the procedure is a lifetime investment that pays for itself in just a few yearsrdquo
ldquoBefore I explain the steps of LASIK let me tell you that the procedure is FDA approved and has been around for many years Over time itrsquos gotten safer than everhelliprdquo
What happens during the procedure ndashWhat would you be doing to my eyes
Letrsquos start with price What do you charge
Example | Mystery Shops can test varying
personas to ensure the best conversations
Find the best LASIK provider
Customerrsquos
Goal
Assertive
Shy
Ideal
Response
Companyrsquos
Goal
Schedule a consult
Customer
Persona
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Actionable Customer Experience Audits
CX The New Way
Out In
Limited structured data Unstructured data
Outcome after-the-fact metrics
Lived experience and process metrics
General facts Specific facts about strengthening customer relationships
1 survey 1 perspective Rich data from multiple points of view
ldquoChart junkrdquo Actionable reports amp recommendations
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Thanks for Your Participation
Steve Weston
Managing Partner
swestonepicconnectionscom
410321-4932
Joe Fiorentino
GM amp VP Global Software Products
joefiorentinolionbridgecom
781434-6000
Martha Brooke
Founder
marthabinteractionmetricscom
Tel 206428-3091 x1
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
Requests for Information
Bill Bradley
VP Marketing amp Business Development
Omega Management Group Corp
Tel 978715-2587
bbradleyomegascoreboardcom
wwwomegascoreboardcom
Check for upcoming webcasts at
wwwomegascoreboardcomwebcastphp
