Using Language Translation Technologies to Improve the Customer Experience

Transcription

1 W E B C A S T S E R I E S Using Language Translation Technologies to Improve the Customer Experience March 27, pm to 3pm EST

2 Featured Speakers Joe Fiorentino, GM & VP, Global Software Products Steve Weston Managing Partner Martha Brooke Founder

3 CEMDNA Playbook Strategy Bill Bradley Vice President, Marketing & Business Development

4 Engaging Customers in a Multi-lingual World Addressing the multi-language challenge is a major issue for contact centers English is dominant in U.S., but Asian, Hispanic languages are growing fast Not being conversant in a customer s native language damages the customer experience Training agents to speak multiple languages is expensive and time consuming Have a small group of agents who speak Spanish or Chinese take calls from those customers Spoken language mismatches are just part of the problem Online chat, online communities, social channels all rapidly growing in popularity Volume of such interactions dwarfs telephone contact

5 CEMDNA Playbook Strategy

6 Meeting Today s Multi-Channel and Multi-Cultural Support Needs Joe Fiorentino GM & VP, Global Software Products

7 Lionbridge 800+ Brands Choose Lionbridge for Globalization Services 7 Copyright Lionbridge Technologies, Inc.

8 Customer Support Challenges & Trends Social media & digital channel explosion Convenience vs. Quality Language of the customer Google translation not commercially viable Human translation too costly Language is not an in-country P&L problem Frozen budgets 8 Copyright Lionbridge Technologies, Inc.

9 Digital Channels Have Skyrocketed 9 Copyright Lionbridge Technologies, Inc.

10 Language of the Customer the Big Gap 93% of online business is conducted in English yet 72% prefer something else 10 Copyright Lionbridge Technologies, Inc.

11 Content Types the New Source of Words Business Critical Translated Professionally (Humans) Products Marketing Material Branded Website 90% DYNAMIC CONTENT Not Translated Today Online Chat Online Communities Knowledge Bases, Forums, etc. Casual Communication Not commercially viable quality/security issues Google Translate, Bing Translator, etc. *Source: Common Sense Advisory Report Automated Translation Technology 11 Copyright Lionbridge Technologies, Inc.

12 General-Purpose MT Platforms vs. GeoFluent Business-Ready Automated Translation 12 Copyright Lionbridge Technologies, Inc.

13 Implications for Online Communities and Chat Online Communities Limited global participation Online Chat Limited SME availability In-country forums are ineffective Hard to find SMEs with language skills Re-directing foreign traffic to English forums not a satisfactory experience Limited super user leverage Global SEO weak Coverage across time zones is expensive Global consistency lacking Escalating global support costs 13 Copyright Lionbridge Technologies, Inc.

14 Case Study: Dell Software Toad World Online Community Challenge Increasing revenue in China without replicating support staff and infrastructures Approaches considered 1. Stand-up Chinese sistercommunity 2. Use automated translation to create a global community Results 20,000 Chinese page views each month ~140 deflections Improved CSAT 14 Copyright Lionbridge Technologies, Inc.

15 Case Study: PKR Live Chat for Online Gaming Challenge Difficulty matching foreign language demand with agent availability as business expanded into new markets Approaches considered 1. Hire native-speakers 2. Real-time multilingual chat Results 30,000 chat sessions in French, German, Italian, Spanish, Russian and English with just 16 agents in % savings in hiring chat agents 35% decrease in wait times 25% increase in deposits 15 Copyright Lionbridge Technologies, Inc.

16 To Enhance the Customer Experience, Think Globally, Engage Locally Steve Weston Managing Partner

17 EPIC Connections 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 Customer Contact Optimization. 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

18 EPIC has engaged in consulting, outsourcing and managed services relationships with a broad array of industries including the following: Retail Services Insurance Services Travel & Entertainment Services Financial Services Telecommunications Services Management/Consulting Services Non-Profit/Fundraising Political/Governmental Services Health & Beauty Services Senior Market Insurance Services Analytics Software Transportation Technology Business Services Technology Services Marketing/Advertising Services Military Broad Experience Across Many Industries Human Resource Services/Training Health Care Financial Services Marketing/Advertising Services Construction Services Educational Services Manufacturing/Machinery Services Airlines Cable/Internet Service providers Public Utilities Services Security Monitoring

19 Enhancing Customer Experience- Think Globally Engage Locally 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? 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. Consumers have a growing preference for self service and using social media to engage with companies to resolve issues or do product research. Over 70% of large service enterprises utilize social technologies (such as online forums) to improve customer service. Online self service is the least expensive mode of customer support. If you can find a way to enable in-language self-service or and Web Chat response it would greatly reduce your cost to serve, while simultaneously improving customer experience. 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 Call Center Tech Support Call Center CSR Web Chat or Callback Response Web Self Service Approximate Cost per Contact $12 and higher $6 and higher $5 and higher $2.50 to $5 and higher $0.10 or less

20 Enhancing Customer Experience- Think Globally Engage Locally New technology is enabling improved, more consistent and standardized customer experience worldwide, in the following ways: Global knowledge base 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 & 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 Typically segmented by geography or language, machine translation can bring all of these regional forums together. Sentiment Analysis With machine translation, companies can better understand customer sentiment on localized information regarding buying behaviors and patterns.

21 Customer Conversations: the More Tailored, the Better. Martha Brooke Founder

22 About Interaction Metrics Audit Findings Reports Objective Metrics & Benchmarks Improved experiences for market innovators, like ProShares, and the largest companies like GE Martha Brooke Program Director & Founder Free mini-audits at InteractionMetrics.com Our Techniques Include: Surveys Customer Interviews Mystery Shops Monitoring Service Standards

23 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

24 Customers Are NOT All the Same Actionable Customer Experience Audits

25 Status Quo Flat Thinking: A reductive approach that favors simplification over improvement. Actionable Customer Experience Audits

26 Flat Thinking Misses: How customers felt throughout interactions Where you have branding opportunities How well different personas are served Customers subconscious reactions How to improve the customer experience Actionable Customer Experience Audits

27 1. Fluid, dynamically changing throughout each interaction 4 Qualities of Customer Experience Actionable Customer Experience Audits

28 2. Varied, by touchpoint and customer persona 4 Qualities of Customer Experience Actionable Customer Experience Audits

29 3. Sub-conscious, encompassing a range of sensations and hundreds of cues 4 Qualities of Customer Experience Actionable Customer Experience Audits

30 4. Ever-shifting, because customer expectations are shaped by evolving marketplaces 4 Qualities of Customer Experience Actionable Customer Experience Audits

31 Mystery Shops that recognize personas Call Guidelines that adapt to different situations while supporting your brand Surveys that are dynamic & individualized Translation Software The More Tailored, the Better. Actionable Customer Experience Audits

32 Example Mystery Shops can test varying personas to ensure the best conversations. Customer s Goal: Customer Persona: Ideal Response: Company s Goal: Find the best LASIK provider. Assertive: Let s start with price. What do you charge? On average it costs $XX for each eye and that includes everything Also keep in mind, you won t be buying solutions or contacts, so the procedure is a lifetime investment that pays for itself in just a few years. Schedule a consult. Shy: What happens during the procedure What would you be doing to my eyes? Before 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 it s gotten safer than ever Actionable Customer Experience Audits

33 CX: The New Way Out Limited, structured data Outcome, after-the-fact metrics General facts In Unstructured data Lived experience and process metrics Specific facts about strengthening customer relationships 1 survey, 1 perspective Rich data from multiple points of view Chart junk Actionable reports & recommendations Actionable Customer Experience Audits

34 Thanks for Your Participation Joe Fiorentino GM & VP, Global Software Products 781/ Steve Weston Managing Partner 410/ Martha Brooke Founder Tel. 206/ , x1

35 Requests for Information Bill Bradley VP Marketing & Business Development Omega Management Group Corp. Tel.: 978/ Check for upcoming webcasts at