TOM TSEKI

Vice President and General Manager, Customer Care,

Lionbridge

You’ve Localized Your Website: What’s Next?

Tom Tseki | VP & General Manager, Customer Care Solutions

So What’s Next?

Ensure you are providing post-sale care across languages

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

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.

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

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

What does CX look like for non-primary language speaking customers?

Only 19% of organizations can support non-primary language customers AND most commonly only over the phone…

And for the others…The #1 way of “helping” these customers?

Simply apologize…

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

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

=

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

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

Multilingual Best Practices:How to Get Started

Identify Opportunities Across LanguagesDissect metrics by language

Step 01

Interactions

Effort

CSAT

NPS

Etc.

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?

Map Journeys by LanguageStep 03

Investigate Staffing OptionsStep 04

3rd Party Interpretation

Outsource In-Country Contact Centers

Back Office Support

In-House Multilingual

Agents

2nd Gen Real-Time Translation

Build the Business CaseBENEFITS:

Step 05

Increased Revenue

Reduced Cost

Better Coverage

Better CX

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

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: