No More ApologiesMastering Multilingual Service

in the Support CenterSpeakers: Tom Tseki and Roy Atkinson

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Today’s Speakers

Tom TsekiTom.Tseki@lionbridge.com | @TomTsekiVP & GM, Customer Care Solutions, Lionbridge

Roy Atkinsonroy.atkinson@ubm.com | @HDI_AnalystSr. Writer/Analyst, HDI

Customer CareEnterprise Service

Management

Enterprise Communication

And Collaboration

• Multi-lingual agents difficult to attract / retain

• Agents in traditional off-shore contact center geographies don’t speak the most common non-English languages

• Staffing coverage is challenging across languages / time-zones

• Additional Contact Centers often required to support languages

• Small queues create high variations in availability / service levels

• Quality control around the other languages is often not performed

• OPI is voice only

• Service & help desks are staffed with limited bi-lingual speakers

• Striving to provide better UX

• Global organizations have stakeholders of a multitude of languages

• Stakeholders want real-time answers

• Stakeholders want low effort

• Stakeholders want self-service and digital

• Costly to support all languages

• Global companies are staffed with employees that may speak many different languages

• Global organizations have stakeholders (partners, distributors, vendors, etc.) of a multitude of languages

• Employees and Stakeholders want real-time answers

• Employees and Stakeholders want self-service and digital

• Language barriers reduce team effectiveness, create employee dissatisfaction and reduce employee efficiency

Enterprise Language Challenges aren’t limited to Service Management

How companies manage ESM language support today

3rd Party Interpretation

Outsource In-Country Help desks

Internal Translators

In-House Multilingual

Agents

Real-Time Translation

Supporting Languages is Getting Even Harder

Consumers

• Personalized

• Real-Time

• Seamless

• 24x7

• Channel Preferences:

• Digital channels

• Social/mobile

• Self-Service

• More diversity

Enterprises

• Near-shoring / offshoring

• Journey mapping

• Omni-channel / cloud platforms

• Deploying collaboration tools

• Beefing up our knowledge bases /

Service Catalogs

HDI Language Study

About the study

381 completed surveys

across 23 countries

and 30 industries

41%

30%

29%

Single Site/CountryMultiple Sites/Single CountryMultiple Countries

Key Findings

“We feel that we do not have the necessary tools to help some of our non-English speaking users. We want to be able to provide a high level of support, but the language barrier delays our responses and causes frustration on both sides.”

- Anonymous survey respondent

Key Findings

Key Findings

Key Findings

Quality measures improve when support is provided in a customer’s native language:

• 73% of respondents said CSAT scores were better

• 45.9% said FCR (first contact resolution) was better

Key Findings

Challenges with consistent data sharing:

• 42% of multilingual support centers do not localize their knowledge bases(s)

Key Findings

Overwhelmingly, analysts like supporting customers in their native languages (88.3%). Only 8.4% said they did not like it, and 3.4% said that contacts were routed outside of support, so this question did not apply.

Key Findings

L1 often not equipped to handle languages: Only ~20% of support centers offer multilingual support at all levels/escalation groups and is predominantly limited to phone interactions.

Key Findings

New channels are for primary language speakers only

57% of multilingual support centers do not plan to provide multilingual support to the new channels that they’re adding to their contact center.

A Deeper Look

Over 23% are looking to add language(s) within one year and an additional 25% in 1-2 years, 42% say they are more than 3 years out.

One-fifth (20.1%) of organizations offer multilingual support at all escalation levels and groups. Almost one-quarter offer multilingual support at Level 1; about 35% offer it at Levels 1 and 2 + desktop support.

Multilingual support is most likely to be offered over the phone (77%) or via email (57%), and less likely to be offered on other channels.

How Best-in-Class Companies Support

Languages

Best-in-Class companies match solutions with volumes while leveraging technology

High Volume

Medium Volume

Low Volume

Best-in-Class companies have learned that technology lowers the cost of multilingual Customer Care

• 162 Global Companies surveyed

• 21% of Businesses use technology for multilingual communications

• Another 20% are considering adopting it for 2017

• Those who have saw:

Best-in-Class companies leverage language technology across the enterprise

Customized, centralized “Linguistic Knowledgebase” which powers 2nd Gen AI translation providing significant advantages to:

• Internal communication & collaboration (employee engagement)

• Service Management

• Customer/employee satisfaction

• Marketing (revenue)

• Field Service Operations (increased efficiency)

• Contact Center (increased efficiency / improved CX) Quicker Omni-lingual support to emerging channels

Chatbots / Virtual Assistants AI Voice translation

Best-in-Class Companies use OPI & 2nd Gen AI Translation in the Contact Center to:

1. Support languages they aren’t staffed for

2. Support geographic expansion without hiring language talent

3. SLA / broader service coverage (24x7)

4. Create regional centers of excellence vs. disparate in-country contact centers

5. Add digital and self-service to reduce inbound calls and to provide better CX

Example 1

Challenges• Central, U.S.-based service desk tasked with supporting in-market

representatives across the globe• While in-country sales and account teams are with customers, they

are unable to get the real-time answers they need• Support for email only with 2-day responses

Solution• GeoFluent-enabled chat (Moxie) enables English-speaking staff to

chat in French, German, Italian, Portuguese, and Spanish• Deflects 40% of phone calls• Adding support for Asian languages

Example 2

Challenges• Paying an outsourcer to cover over 30 languages• Paying for FTE’s even on languages where they may only have a few

cases a day• Employees want to engage across channels in addition to voice • Catalogs only available in English

Solution• GeoFluent for ServiceNow (Connect & Incidents) • 7 languages with plans for 34• Plans to add GeoFluent for ServiceNow Knowledge & Catalogs

In Summary, Best-in-Class Companies:

• Match volumes to solutions

• Leverage technology

• Support all languages that their customers speak

• Use centralized linguistic information

• Offer language-agnostic self-service channels

• Offer omni-lingual digital channels

These techniques result in personalized, preferred channel, low effort experiences that deliver reduced cost, increased employee satisfaction, and increased employee efficiency.

How to Get Started

Factors that impact CSAT

• How easy is it to report an issue?

• Is my preferred channel available?

• Time to assignment • Gaps in coverage

• Is my issue getting the appropriate priority?

• Effort it takes to get someone to respond to me (Do I need to keep calling, etc.)

• Effort for agent to understand my issue

• Accuracy / relevance of information I am provided

Factors that impact CSAT

• How many times do I get handed off?

• Are the notes / context passed with the case?

• How much of MY time does the incident take up?

• Was my issue resolved (FCR, SCR, etc.)?

• What was time to resolution and was it appropriate given the priority / urgency?

Now think about how language impacts these.

Steps to get started

• Track and Quantify

• Measure and Dissect Metrics• CSAT, FCR, CPC, L1FCR (FLR), TTR (Time to

Respond/Repair/Resolve), ASA, Cost Per Incident

• Determine gaps

• Survey & Journey Map

• Investigate staffing options

• Test, Optimize and Expand

Q & A

GeoFluent for Enterprise Service Management

A SaaS-based platform leveraging interpretation & AI translation that:

1. Adds omni-lingual language support2. To any communications channel (digital, voice,

documents)3. Using your existing communication platform(s) 4. And your existing staff

Geofluent.com

Join us on Tuesday, July 18

for our next HDI webinar:Metrics, Measures, and KPIs

with Doug Tedder