You’ve Localized Your Website: What’s Next?
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From the 2017 Global Marketing Symposium hosted by Lionbridge on March 9, 2017 at The State Room in Boston, MA.
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You’ve Localized Your Website: What’s Next?
- 1. TOM TSEKI Vice President and General Manager, Customer Care, Lionbridge
- 2. You’ve Localized Your Website: What’s Next? Tom Tseki | VP & General Manager, Customer Care Solutions
- 3. So What’s Next? Ensure you are providing post-sale care across languages
- 4. There is so much focus on CX 89% of companies expect to compete mostly on the basis of customer experience When Econsultancy conducted their survey for Digital Marketing Trends, they asked companies to state the single most exciting opportunity for 2016. 22% 15% 13% 11% 7% Customer Experience Content Marketing Mobile Personalization Social
- 5. And we know the importance of CX: SURVEY SAYS: CUSTOMERS HIGHLY VALUE GREAT CUSTOMER EXPERIENCES 2020 86% of buyers will pay more for a better customer experience. By 2020, customer experience will overtake price and product as the key brand differentiator.
- 6. 2 Primary Drivers of the CX Language GAP: 1. Companies aren’t staffed to provide Customer Care in the same languages that sales & marketing materials are localized in 2. Companies don’t have a solid grasp on the languages spoken in the markets that their products are sold into. • LEP speakers (Over 25M in the U.S.) – • 15M speak Spanish, 10M other • Regions / Pockets of other language speakers Arabic Speakers around Detroit
- 7. What is the cost of not providing language support? 74% of consumers are more likely to repurchase if after-sales care is offered in their language
- 8. What does CX look like for non-primary language speaking customers?
- 9. Only 19% of organizations can support non-primary language customers AND most commonly only over the phone…
- 10. And for the others… The #1 way of “helping” these customers? Simply apologize…
- 11. In fact… 39% Apologize that the language is not supported and attempt to handle in the agent’s primary language 26% Informally find someone in the department that can translate or speak the language 17% Provide a scripted apologetic response and make no further support attempt 16% Informally find someone in the company That can translate or speak the language
- 12. Typical CX for non-primary speaker • Very limited self-service • Very limited digital / mobile • If offered it is mainly voice via an interpreter • Limited hours of coverage • Long hold / wait times = Very High effort, Very frustrating CX 1 Angry Customer 16 Anti Referrals =
- 13. Most companies don’t realize they have a problem • <12% of companies measure effort by language • <15% of companies measure NPS by language • <20% of companies measure wait time by language • <22% of companies measure FCR by language • <25% of companies measure CSAT by language
- 14. What was the difference in CSAT between customers served in their primary language vs. non-primary? 0 10 20 30 40 50 60 CSAT was significantly higher when served in primary language CSAT was moderately higher when served in primary language CSAT was slightly higher when served in primary language CSAT was about the same when served in primary language CSAT was lower when served in primary language
- 15. Multilingual Best Practices: How to Get Started
- 16. Identify Opportunities Across Languages Dissect metrics by language Step 01 Interactions Effort CSAT NPS Etc.
- 17. Determine your Goal(s) Your goal will drive the appropriate strategy Step 02 Broader coverage across hours / days of week? Quicker response time? Voice deflection? Support languages not supported today? Better CX? Improvement in CSAT / NPS?
- 18. Map Journeys by LanguageStep 03
- 19. Investigate Staffing OptionsStep 04 3rd Party Interpretation Outsource In-Country Contact Centers Back Office Support In-House Multilingual Agents 2nd Gen Real-Time Translation
- 20. Build the Business Case BENEFITS: Step 05 Increased Revenue Reduced Cost Better Coverage Better CX
- 21. Test & Measure, Optimize & ExpandStep 06 How did the approach impact key metrics? Did we get the result that we thought we would? Test and control if possible With validation in-hand, identify the next channel
- 22. Aberdeen “Bring Down the Language Barrier” - Feb 2017 • 162 Global Companies surveyed • 21% of Businesses use technology for multi-lingual communications • Another 20% are considering adopting it for 2017 • Those who have saw: