An Opinion on Why Organizations Need Multilingual Chat For Their CRM
Yes, ANOTHER article on CSAT and Net Promoter scoring as the preeminent models for gauging customer satisfaction and loyalty. Despite the enormous body of knowledge on these topics, customer experience leaders who are in tune with their audiences must continuously ask: What might my overall customer satisfaction measurement models be missing?
We would suggest that it’s something called Customer Effort Scoring.
- CSAT is a broad measure of overall customer satisfaction.
- Net Promoter Scores measure how likely a customer will recommend your product or services to other people.
- Customer Effort Scores indicate how easy it is for customers to do business with you.
Reliable products and excellent customer service remain the cornerstones of customer retention, loyalty, and evangelism in any market regardless of the preferred language.
However, product reliability, innovation, and an excellent customer service team could all be undermined when organizations fail to make doing business after the sale easy for their customers.
To most organizations, localization generally focuses on acclimating and positioning a product or service to a particular market or geographic region— often overseas or with a group of potential customers having a uniquely prominent language and culture variance.
Taking the concept of localization a step further, when organizations fail to micro-localize experiences within the same geographic market with diverse cultures and languages, how might that affect customer satisfaction and evangelism?
According to a 2016 Common Sense Advisory Survey, customers are 74 percent more likely to purchase additional products and services when companies provide support in their preferred language. As you’ve likely already concluded, that measure is not insignificant and likely driven by the fact that preferred language engagements lower the bar for Customer Effort.
When an engagement experience fails due to language and context barriers, CSAT and NPS suffer. With products and services reaching more diversity-dense & multilingual market segments, increasing survey participation is critical to understanding nuances in what makes your customers loyal. Understanding those nuances help organizations adapt to customer needs and create long-standing competitive advantages.
Now, regarding multilingual capability, let’s not forget to credit our bilingual representatives. These representatives certainly contribute magnitudes of value to our organizations, so why not empower monolingual representatives with the same ability to communicate and deliver excellent customer experiences in over 50+ languages?
Language I/O, Powered by SYSTRAN, Meets The Need
Available for SalesForce, Zendesk, and Oracle Service Cloud CRMs, Language I/O creates a seamless layer of instant translation capability using artificial intelligence to drive automated neural machine translation discussions between your customers and service agents. Using neural machine translation, Language I/O provides instant, high-quality translations in real-time.
Affording customers the option to communicate in their native language creates a more comfortable and productive interaction and a potentially less frustrating engagement from the start. When a customer feels that a company has taken the time to accommodate their needs and minimize struggles in participating in engagements with you, they are already predisposed to anticipating a pleasant interaction.
72 percent of Companies Improve CSAT Scores Without Biting Into Their Operating Budgets
Seventy-two percent of companies who’ve used Language I/O didn’t have to hire additional support representatives.
Language I/O connects to your existing CRM providing translation capability within the tools agents are already using, letting agents and customers benefit with virtually no learning curve. This means you can roll out Language I/O quickly with very little training necessary while avoiding additional staffing costs.
A Personal Note About Automation Tech, Artificial Intelligence, and Human Power:
In the age of hyper-automation for accuracy, cost-cutting efficiency, and maximizing productivity, customer service quality could be defined and summarized as the ability to eliminate errors and unsatisfactory experiences. Below are two common definitions related to quality. See if you can spot the one thing that neither of them implies.
Lean Six Sigma – A process improvement methodology designed to eliminate problems, remove waste, inefficiency, and improve working conditions to respond to customers’ needs better.
Quality – The standard of something as measured against other things of a similar kind; the degree of excellence.
Business managers and leaders need to recognize that neither of these definitions implies eliminating the human factor. Although technology can manage and reduce costs, its core intent is to supplement our teams and improve our ability to perform for the betterment of those who rely on our products and services day-to-day.
Quality, Loyalty, and Customer Satisfaction all begin and end with PEOPLE, committed to the task of delivering exceptional experiences, which naturally lead to repeatable and profitable outcomes.
By J. Obakhan
Director of Strategic Partnerships & Tech. Alliances – SYSTRAN
Learn More: https://www2.systransoft.com/customer-support