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News : Contact Centers Need to Adopt Omni-Lingual Strategies To Support Growing Language
The International Customer Management Institute (ICMI) in partnership with Lionbridge Technologies, Inc., released, "Lost in Translation: Leveraging Language to Deliver an Exceptional Customer Experience." The new research report is a study around how contact centers support languages. The report reveals that non-primary language volume will increase and that contact centers are not currently prepared to accommodate such transition.
As organizations aim to increase their global footprint and/or serve customers of all languages, they are struggling to provide omni-lingual support for voice much less self-service and digital channels. ICMI and Lionbridge's report dives into how language is affecting the productivity and success of contact centers, and provides actionable insight into how they can deploy a more strategic and scalable approach to omni-lingual support.
Contact centers continue to experience rapid change as emerging technologies have opened new communication channel offerings. While these strides have pushed the contact center into executive level conversations, language has yet to be brought to the forefront. As a result, customer experience (CX) is suffering.
When providing customer support, language is perhaps the most important component to have control over – the ability to properly and effectively communicate with the customer is crucial. However, currently 79 percent of contact centers have customers who are not native speakers of the primary language(s) that they serve. This is a large concern, since the importance of language will see an increase over the next three years – where 52 percent of contact centers expect their volume of non-primary language communications to increase over this time.
"As our world grows closer and more connected, the importance of delivering service that is personal, comprehensive and easy for a customer to understand could not be greater. What is more essential to a great customer service experience than the language in which we deliver it?" said Justin Robbins, ICMI Community Director and report author. "This research reveals the robust opportunities for organizations to provide better service across any contact channel with more comprehensive language resources. The customer experience is the key differentiator in today's service economy, and it is essential for companies to move on this opportunity to stand apart from their competition."
ICMI and Lionbridge's report is comprised of responses from 526 professionals from every role and level in contact centers and customer service organizations. This research also explains what information contact center leaders need, as well as what steps must be taken to reverse the stagnant position on omni-channel multilingual support.
The report explores the following:
Language Support Expectations
A majority of contact center leaders recognized that customers have the expectation that they will receive service in their native language when contacting a brand - however 79 percent of contact centers have customers who are not native speakers of the primary language(s) that they serve.
Language Support Challenges
The single biggest challenge in providing support beyond a contact center's primary language is finding and retaining in-house bi/multilingual agents. Nearly 20 percent of those surveyed said they provide a scripted response and make no further attempt to support customers who do not speak the contact center's primary language. Contact centers need to look at solutions that include but are not limited to in-house agents.
Language Support Strategies
The most common approach to support non-primary language contacts is to utilize in-house Bi- and/or Multilingual agents. 32 percent only informally find someone in the department that can translate or speak the language.
The Impact of Language Support on Metrics
If we don't measure quality, it is impossible to manage effectively it. 20 percent of contact centers do not even measure the quality of their non-primary language contacts.
Today's Tip of the Day - Where Is The Problem?
More Editorial From Lionbridge
Lionbridge Technologies, Inc. commonly known as Lionbridge, is a company based in Waltham, Massachusetts, United States that provides translation, online marketing, global content management and application testing products.
The International Customer Management Institute (ICMI), celebrating its 25th anniversary in 2010, is the leading global provider of comprehensive resources for customer management professionals – from frontline agents to executives – who wish to improve contact center operations, empower contact center employees, and enhance customer loyalty. ICMI’s experienced and dedicated team of industry insiders, analysts, and consultants are committed to providing uncompromised objectivity and results-oriented vision through the organization’s respected lineup of professional services including: Training and Certification, Consulting, Events, and Informational Resources. Founded in 1985, ICMI continues to serve as one of the most established and respected organizations in the call center industry.
Published: Tuesday, May 10, 2016