Mastering Multilingual Support Lionbridge HDI Webinar
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Transcript of Mastering Multilingual Support Lionbridge HDI Webinar
![Page 1: Mastering Multilingual Support Lionbridge HDI Webinar](https://reader035.fdocuments.in/reader035/viewer/2022062412/5a64b9fe7f8b9ac21c8b4f4b/html5/thumbnails/1.jpg)
No More ApologiesMastering Multilingual Service
in the Support CenterSpeakers: Tom Tseki and Roy Atkinson
Sponsored by:
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Stay in touch with HDI
Twitter: @ThinkHDI
connect.ThinkHDI.com
Follow us on
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Today’s Speakers
Tom [email protected] | @TomTsekiVP & GM, Customer Care Solutions, Lionbridge
Roy [email protected] | @HDI_AnalystSr. Writer/Analyst, HDI
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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
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How companies manage ESM language support today
3rd Party Interpretation
Outsource In-Country Help desks
Internal Translators
In-House Multilingual
Agents
Real-Time Translation
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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
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HDI Language Study
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About the study
381 completed surveys
across 23 countries
and 30 industries
41%
30%
29%
Single Site/CountryMultiple Sites/Single CountryMultiple Countries
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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
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Key Findings
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Key Findings
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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
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Key Findings
Challenges with consistent data sharing:
• 42% of multilingual support centers do not localize their knowledge bases(s)
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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.
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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.
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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.
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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.
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How Best-in-Class Companies Support
Languages
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Best-in-Class companies match solutions with volumes while leveraging technology
High Volume
Medium Volume
Low Volume
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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:
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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
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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
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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
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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
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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.
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How to Get Started
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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
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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.
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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
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Q & A
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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
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Join us on Tuesday, July 18
for our next HDI webinar:Metrics, Measures, and KPIs
with Doug Tedder