An international traveler wanders the streets of an exciting new city. Map in hand, he?s on his way to visit one of the city?s most famous landmarks. But there is a problem: this traveler doesn?t speak the native language and he can?t understand the map he grabbed at the airport. He?s completely lost.
Panic-stricken, he attempts to ask a few people walking by for help. One after another they shake their heads ? no one can understand him. As he is about to give up, a stranger taps him on the shoulder and asks him, in his own language, if he needs help. Though the language is a bit broken, the stranger is able to tell him exactly where he needs to go. Relief washes over the traveler as he thanks the stranger and continues on more excited than before.
Now imagine that this traveler is your customer, and instead of finding someone that could help him, he wanders around your site for hours trying to find the solution to his problem. What if there is no one and nowhere for him to find the answer he is looking for, in a language he can understand?
The customer would leave your site feeling unappreciated and even more frustrated than before.
Multi-Language Customer Service in a Globalized Economy
If your business is challenged to provide the same quality of service for different languages, you are not alone.
A study conducted by Forbes in association with Rosetta Stone found that the biggest challenge that global businesses face today is the ability to provide a consistent customer support experience in multiple languages.
But that is exactly what the modern consumer wants. Your customers desire to interact with your website and customer service in their own language. Seventy five percent of globalconsumers prefer to buy products in their native language, according to CSA. Additionally, sixty percent rarely or never buy from English-only websites. Because of this, offering multi-language customer support provides a great experience for international customers, as well as influences your bottom line.
Companies that recognize this need and strive to serve customers in multiple languages have traditionally turned to two solutions: First, they hire professional translators to manually translate their knowledge base and FAQs into multiple languages. For live support, companies have employed multi-language representatives to handle calls. But both of these options are expensive and depend on increasing labor costs in order to scale and handle more inquiries.
Utilizing Translation Software to Better Serve Customers
It is possible to deliver an excellent multi-language customer service program without needing to staff an entire multi-language team. The solution is to utilize language technology to perform translations automatically for your customers and service representatives.
Many translation software solutions, such as SYSTRAN, have the ability to translate large amounts of content quickly and efficiently, and in multiple languages. The software integrates directly with your customer support applications to:
Tips for Using Translation Software in Multi-Language Customer Support
Customers today demand better results, faster response times and an overall improved customer service experience. There are several ways in which to utilize translation software to more effectively serve your customers:
Translating Knowledge Base and FAQs:
1. Increase your deflection rate by translating your self-service knowledge centers into multiple languages.
When you?re faced with the challenge of driving customer satisfaction up and call volume down, translating your knowledge base is a great solution. Studies suggest that 91 percent of customers would use an online knowledge base if it were available and tailored to their needs.
Offering knowledge centers in multiple languages will create a more inviting experience for customers and help them find the answer they need without turning to live support. Translating with software will also make this solution more cost effective, as you will not need to pay translators to rewrite large amounts of content.
2. Improve satisfaction with the self-service experience by setting expectations up front.
While utilizing translation software is more cost effective and efficient, the language isn?t perfect. Because of this, it?s important to begin the self-service experience by being transparent and telling the user that the content has been translated for them. This sets the expectation that they may find some grammar errors as they read through the content. Being upfront, however, increases their trust of the site and information, and also helps your company gather feedback on the quality of the experience.
This is exactly what one of SYSTRAN?s clients, a global software company, does to provide multi-language self-help support for its non-English speaking customers. The company wanted to improve customer satisfaction by enabling its users to access support documents in their own language, thus decreasing call volume. When non-English speakers select a language, they are greeted by a note: In order to get you answers faster, we have translated this page using language technology.
At the bottom of the page, users are asked to rate the quality of the translation by answering whether or not they found the answer they were looking for if their problem was solved. This way the company can monitor the quality of the translated pages, but is still able to provide answers in multiple languages.
3. Scale customer service into new regions by supporting additional languages.
Translation software gives your company the ability to translate content into nearly any language. For example, SYSTRAN has the capability to translate in up to 45 languages in more than 130 language pairs.
This gives you the ability to offer live support and a knowledge base in a new language should your company expand into new regions. With translation software, there is no need to hire translators or service representatives to meet new language requirements. The software can scale with your needs.
If the customer is still not able to find the answer they are looking for, they can then turn to live chat, translated in their own language.
4. Respond to customers in multiple languages in real-time.
Customers expect a quick response when using live chat. With translation software, you have the ability to translate in real-time to provide answers right away.
Because the software integrates with your support platform, customers can interact quickly and seamlessly with service representatives in their own language. Likewise, service representatives can read and send messages in their native tongue. Both will be automatically translated for the customer and representative receiving the message.
5. Reduce overhead and increase productivity without hiring more people.
We discussed earlier how companies are hiring multi-language customer service representatives to handle specific languages in live support scenarios. Translation software eliminates this need.
Language software makes service departments more productive due to the ability for every representative to respond to inquiries in any language. Instead of having to funnel specific requests to specific people, inquiries can be dispersed among the entire service team. This ensures that all representatives are being utilized to the fullest potential.
6. Ensure customer information is being handled securely by utilizing a software solution that is not hosted in the cloud.
Most translation software solutions today are based in the cloud. This is not the most secure solution for hosting data and information, including the information shared with customer service departments. Last year, companies across a variety of industries including financial, health and consumer paid millions of dollars in fines due to data breaches in 2015.
For this reason, it is important to use a translation software solution that can be installed behind your company?s firewall. This is far more secure than the cloud. SYSTRAN is an in-house solution, which is why more than 30 Federal agencies utilize our translation software.
Creating a Better Customer Support Experience
By using translation software to provide multi-language customer support, your company can provide answers to customers faster, cut overhead cost and ensure data is more secure.