By Christine Friscic-Oracle on Jul 22, 2015
By Kaarina Kvaavik and Heather Shoemaker, founders, Language I/O
In today’s ever-expanding global world, it’s bad business for companies to not have some sort of multilingual customer support. Even those without a global presence will have interactions with non-native speakers. The inability to support these customers isn’t from a lack of trying, but from a lack of proper resources designated for multilingual customer support efforts.
Having the right tools can be a boon for a company’s global expansion strategy and for retaining current international customers. The importance of retention is reflected in a recent Adobe report that estimates, “for each 1% of shoppers who return for a subsequent visit, overall revenue will increase by approximately 10%.”[i] Proof that as a global business it’s imperative to invest in ways of attracting and retaining customers.
Just how do you achieve your goals in multilingual customer support? In a recent blog post, Language I/O co-founder Heather Shoemaker detailed the five steps toward multilingual customer support. What are these critical items?
- Review your current CRM or Customer
Experience (CX) platform, such as the Oracle Service
Cloud, and make sure it can support your multilingual
- The Customer Support team should
not let other departments dictate the company’s CRM or CX content translation solution.
What works for one department in product translations may not work well in
- Hire an objective, third party
linguistic reviewer for each supported language. It’s critical to have a human
as part of your multilingual support as machine translation is not enough.
- Share a translated glossary of key
terms across the company so that as new languages are added key terms can be
- Share translation memory across the company. This will allow for consistency and translation work only taking place on content that has been updated or changed.
The key in following these steps is to ensure that customer expectations are properly met and that continuity exists throughout the company in all supported languages. Of course, adjustments will need to be made for any lingual nuances that are difficult to translate, the reason why it’s important to have a third party linguistic reviewer on hand.
It’s important to keep in mind the end strategy here: exceptional multilingual customer support that exceeds customer expectations.
To learn the importance of multilingual customer support and the impact it can have on your global efforts, join Oracle for an informative webinar on Wednesday, July 29th at 11AM ET (8AM PT, 1600 GMT). Hosted by Language I/O co-founder Kaarina Kvaavik, the webinar will feature a discussion with LinkedIn’s Josh Larson and iRobot’s Matt Cooper on how they utilize Language I/O’s LinguistNow product inside the Oracle Service Cloud environment to simplify processes, reduce costs, and support more markets. For more information and to register, click here.