Multi-Lingual Support for the Multi-Channel Call Center Practical Guidance to Increase Revenue,...

Multi-Lingual Support for Multi-Lingual Support for the Multi-Channel Call the Multi-Channel Call

CenterCenterPractical Guidance to Practical Guidance to

Increase Revenue, Visibility Increase Revenue, Visibility and and

Global ReachGlobal Reach

Presented by LLE Language ServicesPresented by LLE Language ServicesTuesday, July 26, 2005Tuesday, July 26, 2005

Kathleen Diamond, President / CEOKathleen Diamond, President / CEOClyde W. Anderson, Director, Marketing and SalesClyde W. Anderson, Director, Marketing and Sales

1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com

Multi-Lingual Support for Multi-Lingual Support for the Multi-Channel Call Centerthe Multi-Channel Call Center

Talking PointsTalking Points Language Services TerminologyLanguage Services Terminology Trends and Issues Trends and Issues Analysis, Assessment and Analysis, Assessment and

Deployment Deployment Engaging a Language Services Engaging a Language Services

ProviderProvider


Language Services Terminology Language Services Terminology (1)(1)

Translation – written word; the process of Translation – written word; the process of converting written text to another converting written text to another language. language.

Interpretation – spoken word; the Interpretation – spoken word; the restating, in speech, language spoken restating, in speech, language spoken (uttered out loud) in another language. (uttered out loud) in another language.

Transcription – Audio to written wordTranscription – Audio to written word Source Language – original language text Source Language – original language text Target Language – the language into Target Language – the language into

which a text written in another language is which a text written in another language is to be translated to be translated


Language Services Terminology Language Services Terminology (2)(2)

Consecutive Interpretation - The Consecutive Interpretation - The interpreter starts to translate only after interpreter starts to translate only after the speaker has finished his/her utterance.the speaker has finished his/her utterance.

Simultaneous Interpretation - The Simultaneous Interpretation - The interpreter starts to translate before the interpreter starts to translate before the speaker has finished his/her utterance.speaker has finished his/her utterance.

Escort (or Whisper) Interpretation – a style Escort (or Whisper) Interpretation – a style of concise paraphrasing. of concise paraphrasing.


Language Services Language Services AcronymsAcronyms

LSP – Language Service ProviderLSP – Language Service Provider OPI – Over-the-Phone InterpretationOPI – Over-the-Phone Interpretation ML – Machine LanguageML – Machine Language ESL – English as a Second LanguageESL – English as a Second Language ASL – American Sign LanguageASL – American Sign Language LEP – Limited English ProficiencyLEP – Limited English Proficiency


Current Language Trends Current Language Trends in the USAin the USA

ImmigrationImmigration September 11, 2001September 11, 2001 Global Economy (e-Commerce)Global Economy (e-Commerce) CompetitionCompetition


StatisticsStatistics

US Census Bureau Statistics:US Census Bureau Statistics:

Non-English / English 2ndNon-English / English 2nd languagelanguage

33 million in 1990 > 47 million in 200033 million in 1990 > 47 million in 2000

One-fifth of the US PopulationOne-fifth of the US Population

LLE Internal Data:LLE Internal Data:

2001 - 86% Spanish, 14% Other2001 - 86% Spanish, 14% Other 2005 - 74% Spanish, 26% Other2005 - 74% Spanish, 26% Other

Online Data:Online Data: 480 million people on the web; 35% in the United States480 million people on the web; 35% in the United States 75% of US web sites are English-only75% of US web sites are English-only


The IssuesThe Issues

A simple axiom – communicationA simple axiom – communication Market forcesMarket forces Putting first things firstPutting first things first The myopic viewThe myopic view


Privacy and Access IssuesPrivacy and Access IssuesSarbanes – Oxley Act of 2002Sarbanes – Oxley Act of 2002 Corporate governance and compliance. Regulates how financial data is to Corporate governance and compliance. Regulates how financial data is to

handled and protected in publicly held corporations. Whistle blower handled and protected in publicly held corporations. Whistle blower protections. http://www.sarbanes-oxley.comprotections. http://www.sarbanes-oxley.com

Gramm – Leach - Bliley Act of 1999Gramm – Leach - Bliley Act of 1999 Requires financial institutions to implement procedures to insure the Requires financial institutions to implement procedures to insure the

confidentiality and protection of their customers information.confidentiality and protection of their customers information. http://www.ftc.gov/privacy/glbacthttp://www.ftc.gov/privacy/glbact

Health Insurance Portability and Accountability Act of 1996 (HIPAA)Health Insurance Portability and Accountability Act of 1996 (HIPAA) Requires that healthcare organizations insure the confidentiality and Requires that healthcare organizations insure the confidentiality and

protection of patient information. http://www.hhs.gov/ocr/hipaa/protection of patient information. http://www.hhs.gov/ocr/hipaa/

Title VI: Civil Rights Act OF 1964Title VI: Civil Rights Act OF 1964 Discrimination on the ground of race, color, or national origin shall not Discrimination on the ground of race, color, or national origin shall not

occur in connection with programs and activities receiving Federal financial occur in connection with programs and activities receiving Federal financial assistance. http://www.usdoj.gov/crt/cor/coord/titlevi.htmassistance. http://www.usdoj.gov/crt/cor/coord/titlevi.htm


The Multi-Channel Call CenterThe Multi-Channel Call Center

Call centers with multiple customer Call centers with multiple customer access channels to include:access channels to include:

voice telephonevoice telephone interactive voice response (IVR/VRU) interactive voice response (IVR/VRU) text (e-mail, fax, document)text (e-mail, fax, document) web siteweb site web chat (text or voice)web chat (text or voice) VOIP VOIP


Definition of Enterprise-Wide Definition of Enterprise-Wide Multi-Lingual SupportMulti-Lingual Support

Language support at every communication point accessible by a Language support at every communication point accessible by a prospect or customer:prospect or customer:

TelephoneTelephoneE-mailE-mailDocuments (hardcopy or electronic)Documents (hardcopy or electronic)FacsimileFacsimileVoice MailVoice MailDigital Audio FilesDigital Audio FilesInternet Internet VOIP VOIP Web SiteWeb SiteWeb Chat (live text and voice)Web Chat (live text and voice)Announcements and Messages (IVR/VRU)Announcements and Messages (IVR/VRU)Language Proficiency Testing of PersonnelLanguage Proficiency Testing of Personnel


Assessing Multi-Lingual SupportAssessing Multi-Lingual Support

Identify the communication points Identify the communication points within your organizationwithin your organization

Analyze the communication points Analyze the communication points Assess the language needs Assess the language needs Plan the supporting language Plan the supporting language

infrastructure infrastructure Deploy language services for the Deploy language services for the

greatest ROI greatest ROI


Where to Begin?Where to Begin?

On-Demand Language ServicesOn-Demand Language Services1. Telephone Interpretation (OPI)1. Telephone Interpretation (OPI)2. E-mail Translation2. E-mail Translation3. Web Site Chat in Text and / or Voice3. Web Site Chat in Text and / or Voice4. VOIP4. VOIP

Passive Language ServicesPassive Language Services1. Translation / Localization1. Translation / Localization Web SiteWeb Site Corporate InformationCorporate Information2. In-house Multi-lingual Personnel2. In-house Multi-lingual Personnel3. Document / Facsimile Translation3. Document / Facsimile Translation4. Voice Mail Transcription4. Voice Mail Transcription5. Digital Audio Transcription5. Digital Audio Transcription6. Recorded Messages and Announcements6. Recorded Messages and Announcements


Questions to Ask a Questions to Ask a Language Services ProviderLanguage Services Provider

1. How long have you been in business?1. How long have you been in business?

2. Are you a full service language provider?2. Are you a full service language provider?

3. What services do you provide?3. What services do you provide?

4. What are your quality control / quality assurance4. What are your quality control / quality assurance practices?practices?

5. What are your linguists qualifications?5. What are your linguists qualifications?


Questions to Ask a Questions to Ask a Language Services ProviderLanguage Services Provider

6. How do you ensure confidentiality?6. How do you ensure confidentiality?

7. What standards and certifications do you 7. What standards and certifications do you possess?possess?

8. How do you respond to client concerns?8. How do you respond to client concerns?

9. What are your translation turnaround times?9. What are your translation turnaround times? 10. Do you utilize machine language for10. Do you utilize machine language for translations?translations?


Telephone Interpretation Telephone Interpretation Evaluation CriteriaEvaluation Criteria

1. Interpreter quality control procedures1. Interpreter quality control procedures

2. Interpreter recruitment, training and 2. Interpreter recruitment, training and developmentdevelopment

3. Corporate longevity and reputation 3. Corporate longevity and reputation

4. Fast interpreter connect time4. Fast interpreter connect time

5. 24 x 7 x 365 access to interpreters 5. 24 x 7 x 365 access to interpreters

6. Language capability6. Language capability


Telephone Interpretation Telephone Interpretation Evaluation CriteriaEvaluation Criteria

7. State-of-the-art telephony systems7. State-of-the-art telephony systems

8. Concise usage reports 8. Concise usage reports

9. Understandable interpreter access procedures 9. Understandable interpreter access procedures

10. Client references10. Client references

11. Reliable and redundant IVR system platform11. Reliable and redundant IVR system platform

12. Off-Shore versus on-shore12. Off-Shore versus on-shore

13. Pay As You Go Fee Structure13. Pay As You Go Fee Structure


Telephonic Interpretation Telephonic Interpretation ChecklistChecklist

1) Language set 1) Language set (languages most commonly requested)(languages most commonly requested)2) Vertical market2) Vertical market3) Application3) Application4) Organization type4) Organization type5) Volume in minutes per month (actual / anticipated)5) Volume in minutes per month (actual / anticipated)6) Type of call6) Type of call7) Hours of operation7) Hours of operation8) Time zone 8) Time zone 9) Service initiation time9) Service initiation time10) Select payment option: invoice or credit card10) Select payment option: invoice or credit card11) Signed services agreement11) Signed services agreement12) User contact and billing contact information12) User contact and billing contact information


Translation Translation ChecklistChecklist

1. Type of project1. Type of project2. Source language(s)2. Source language(s)3. Target language(s)3. Target language(s)4. Number of words per document4. Number of words per document5. Submission format (WORD, PDF, Pagemaker, hardcopy, 5. Submission format (WORD, PDF, Pagemaker, hardcopy,

etc...) etc...) 6. Delivery format (WORD, PDF, PageMaker, hardcopy, etc...) 6. Delivery format (WORD, PDF, PageMaker, hardcopy, etc...) 7. Delivery date7. Delivery date8. Select payment option: invoice or credit card8. Select payment option: invoice or credit card9. Signed services estimate 9. Signed services estimate 9. User contact and billing contact information 9. User contact and billing contact information


Translation Translation Rules of ThumbRules of Thumb

A type written page typically A type written page typically contains approximately 250 words contains approximately 250 words

A translator can translate A translator can translate approximately 2,000 – 2,500 words approximately 2,000 – 2,500 words per day per day

The translation estimate will most The translation estimate will most likely be in the target language likely be in the target language estimated number of wordsestimated number of words


Transcription Transcription ChecklistChecklist

1) Source language's)1) Source language's)2) Target language(s) 2) Target language(s) 3) Length of media: number of minutes3) Length of media: number of minutes4) Submission method: e-mail or mail4) Submission method: e-mail or mail5) Delivery method: e-mail or mail5) Delivery method: e-mail or mail6) Submission format: cassette, video, CD, digital audio file 6) Submission format: cassette, video, CD, digital audio file (.WAV, MP3, etc…) (.WAV, MP3, etc…) 7) Delivery format (Word, PDF, etc…)7) Delivery format (Word, PDF, etc…)8) Delivery time requested8) Delivery time requested9) Select payment option: invoice or credit card9) Select payment option: invoice or credit card10) Signed services agreement10) Signed services agreement11) User contact and billing contact information11) User contact and billing contact information


Face-to-Face Interpretation Face-to-Face Interpretation ChecklistChecklist

1) Source language(s)1) Source language(s)2) Target language(s) 2) Target language(s) 3) Type of interpretation 3) Type of interpretation (consecutive, simultaneous, escort)(consecutive, simultaneous, escort)4) Location of interpretation4) Location of interpretation5) Interpretation application5) Interpretation application6) Duration6) Duration7) Day/Date/Time7) Day/Date/Time8) Interpretation equipment required?8) Interpretation equipment required?9) Cancellation policy9) Cancellation policy10) Out-of-pocket expenses10) Out-of-pocket expenses11) Select payment option: invoice or credit card11) Select payment option: invoice or credit card12) Schedule interpretation appointment12) Schedule interpretation appointment13) User contact and billing contact information13) User contact and billing contact information


Language Proficiency Testing Language Proficiency Testing ChecklistChecklist

1. Target Language1. Target Language

2. Preferred time of assessment2. Preferred time of assessment

3. Skills to be tested3. Skills to be tested

4. Select payment option: invoice or 4. Select payment option: invoice or credit cardcredit card

5. Schedule interpretation 5. Schedule interpretation appointmentappointment

6. Contact and billing information6. Contact and billing information


Benefits of Benefits of Multi-Lingual SupportMulti-Lingual Support

Pro-active support Pro-active support for non-English for non-English speakersspeakers

Reduce un-serviced requests Reduce un-serviced requests due to due to language barrierslanguage barriers

Open Open new marketsnew markets Acquire Acquire new customersnew customers Increase Increase customer retention, loyalty and customer retention, loyalty and

trusttrust


Benefits of Benefits of Multi-Lingual SupportMulti-Lingual Support

Reduce the timeReduce the time for customer service for customer service resolution to non-English speakersresolution to non-English speakers

Increase service Increase service and support efficiency and support efficiency in handling non-English requestsin handling non-English requests

Easy Easy cost justification when associated cost justification when associated with inherent value and return on with inherent value and return on investmentinvestment

Improve communications Improve communications across the across the enterpriseenterprise


QualityQuality

First, and foremost – AccuracyFirst, and foremost – Accuracy

Linguists Linguists

Recruitment, experience and trainingRecruitment, experience and training

Embedded, consistent quality Embedded, consistent quality assurance procedures and processesassurance procedures and processes


SummarySummary

Constantly review your language Constantly review your language needsneeds

Develop an enterprise-wide language Develop an enterprise-wide language services infrastructureservices infrastructure

Utilize a reputable language service Utilize a reputable language service providerprovider

Be prepared to engage a language Be prepared to engage a language service provider; use the Checklistsservice provider; use the Checklists


Language ResourcesLanguage Resources

Common Sense Advisory ReportsCommon Sense Advisory Reports

Real World EnterpriseReal World Enterprise

Corporate E-mail DisconnectCorporate E-mail Disconnect

How to Avoid Getting Lost in TranslationHow to Avoid Getting Lost in Translation

“ “Business Without Borders” Business Without Borders” Book by Donald A. DePalmaBook by Donald A. DePalma

www.commonsenseadvisory.comwww.commonsenseadvisory.com


Language ResourcesLanguage Resources

I Love LanguagesI Love Languageshttp://www.ilovelanguages.comhttp://www.ilovelanguages.com

Association of Language CompaniesAssociation of Language Companieshttp://www.alcus.orghttp://www.alcus.org

American Translators AssociationAmerican Translators Associationhttp://www.atanet.orghttp://www.atanet.org

2005 – The Year of Languages2005 – The Year of Languageshttp://www.yearoflanguages.org/i4a/pages/Index.cfhttp://www.yearoflanguages.org/i4a/pages/Index.cfm?pageid=3591m?pageid=3591


Thank You for YourThank You for YourValuable Time!Valuable Time!

For a copy of this presentation, please contact – For a copy of this presentation, please contact –

Jaime PappasJaime PappasSales Support AdministratorSales Support Administrator

1.877.405.8764 x209 ; [email protected] x209 ; [email protected]

Additional questions, please contact – Additional questions, please contact –

Clyde W. AndersonClyde W. AndersonDirector, Marketing and SalesDirector, Marketing and Sales

1.877.405.8764 x206 ; 1.877.405.8764 x206 ; [email protected]@lle-inc.com

LLE Language ServicesLLE Language Services

Tactical Language Solutions to Tactical Language Solutions to Achieve Global Strategic VisionsAchieve Global Strategic Visions

Multi-Lingual Support for the Multi-Channel Call Center Practical Guidance to Increase Revenue,...

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