By Tuula Fai on Aug 13, 2015
- Reduced call handle times by 85%
- Increased member satisfaction and loyalty
- Maintained strict data security while co-browsing across its own and external websites
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?
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.
With the acquisition of TOA Technologies in 2014, the Oracle Service Cloud added field service management to its solution portfolio. Formerly TOA’s ETAdirect, Oracle Field Service Cloud helps Oracle customers extend customer service excellence to the field while powering greater efficiencies.
As a part of the Oracle Service Cloud family, the Oracle Field Service Cloud team is excited to announce several new features in its latest release in May 2015. With a focus on integration, as well as improving both user and customer experience, new features included in the latest Oracle Field Service Cloud include:
Manage in Mobile – This mobile-friendly redesign of the Oracle Field Service Core Manage solution makes it easier for service managers and dispatchers to manage field teams from smartphones and tablets, helping customers keep pace with consumer trends. A resized display and improved scrolling and swipe functionality provide a consistent user experience across all devices.
Oracle Service Cloud Accelerator – Customers can now quickly and easily connect the call center to the field – leveraging the Oracle Field Service Cloud’s predictive routing and scheduling functionality directly within the Oracle Service Cloud Agent Desktop. Learn more about this Accelerator in this recent blog post by Stephen Fioretti, vice president of product management for Oracle Service Cloud.
Rebranding – The solution formerly known as TOA’s ETAdirect is now Oracle Field Service Cloud. Upon upgrading to version 15.5, all users will see refreshed login screens and Oracle branding – including the Oracle iconography and color palette – across the product. However, customers will still be able to customize with their own branding schemes if preferred.
Along with the features introduced in the February 2015 release, these new Oracle Field Service Cloud features aim to support the Oracle Service Cloud team’s focus on critical integrations and improving the user experience. Included in the February 2015 Oracle Field Service Cloud release were features such as routing visualization, multi-day view, mobile form editor and mobile booking capabilities.
Learn more about Oracle Field Service Cloud and its role in the Oracle Service Cloud family at http://www.oracle.com/goto/field-service/.
The May 2015 release of Oracle Service Cloud enhances the power of Service Cloud with integration accelerators for Siebel, EBS and Oracle Field Service Cloud. These new accelerators enable companies to connect their Service Cloud solutions with other business systems, optimizing their investments while improving operations across the organization.
Unlike traditional integration offerings, Oracle Service Cloud Integration Accelerators are designed to equip companies and technology partners with the resources they need to quickly and easily build custom integrations that leverage the power of Oracle’s business solutions to meet the unique and evolving requirements of each organization.
Extend Great Service to the Field
With the acquisition of TOA Technologies in 2014, Oracle Service Cloud added field service management capabilities to its suite of products to help companies further streamline web self-service, contact center and field service interactions. To optimize the integration between Oracle Field Service Cloud and Oracle Service Cloud, this Accelerator enables companies to leverage the field service solution’s powerful, predictive routing and scheduling functionality directly within the Oracle Service Cloud Agent Desktop. Using an intelligent booking calendar, contact center agents can book field appointments based on the real-time availability of field resources – so customers can choose a date and time that’s most convenient for them. Field service employees get more context about a customer’s problem, and contact center agents can view updates as work is assigned and completed. Companies can now deliver a holistic and consistent service experience from the moment an inbound incident is received, through appointment scheduling and routing, and all the way through post-appointment customer feedback.
Connect Web Self Service with Siebel for a 360° Customer View
The Siebel Integration Accelerator enables the creation of custom widgets to show customer information in both Siebel and Service Cloud interfaces. Information captured from Customer Portal can be automatically added to a Service Request in Siebel, and outbound communications from the Siebel interface can be viewed in Customer Portal as well.This Integration Accelerator further enhances the integration capabilities for customers looking to utilize both Siebel and Oracle Service Cloud components.
Enhance EBS with Oracle Service Cloud Contact Center Capabilities
The EBS Integration Accelerator builds upon the same capabilities available for Siebel, connecting Web Self Service with the EBS agent interface. In the May release, this Accelerator also adds support for contact center components, connecting with EBS data to identify inbound callers and giving agents access to full customer data and history during an interaction on either the EBS or Oracle Service Cloud platforms.
In addition to these Integration Accelerators, the May 2015 release includes several other new features and enhancements, including:
Over 500 customer service professionals joined the Oracle Service Cloud team in Las Vegas recently to kick off the Modern Service Experience Conference! The event featured nearly 40 customer speakers including Kohl’s, LinkedIn, and Nintendo outlining the latest trends in engaging customers, empowering employees and adapting quickly to constantly changing business and customer needs.
The conference also featured industry thought leaders from Forrester, Constellation Research, Beagle Research, and The 56 Group talking about the future of customer service and trends that are impacting a company's ability to deliver great service.
Amidst the three days of sessions, Oracle Service Cloud hosted industry roundtables and a 100 “Ask the Experts” meetings between customers and product experts—and in-depth executive, contact center, web customer service, insightful answers, and technical tracks with customers like Virgin America, Panera, Kaiser Permanente, Beachbody, Nikon, T-Mobile and others. These discussions provided a unique opportunity to connect more closely on detailed product topics and the Oracle Service Cloud product roadmap.
The Oracle Service Cloud team also took time to recognize leading individuals and organizations who continually champion customer service innovation, value, and collaboration to solve the next business problem. Their commitment and passion was contagious! Congratulations again to the 2015 customer award winners, including:
Oracle Service Cloud Customer Champions
Oracle Service Cloud Game Changer Award Oracle Service Cloud Innovator Award Oracle Service Cloud Community All-Stars Oracle Service Cloud Modern Service Experience Award
Oracle Service Cloud Game Changer Award
Oracle Service Cloud Innovator Award
Oracle Service Cloud Community All-Stars
Oracle Service Cloud Modern Service Experience Award
It is hard to believe that it has been a decade since social disrupted standard operating procedures for companies. Brands had enjoyed a healthy measure of control before social media-enabled customers around the globe were able to connect and share information. Before, companies controlled not only the information that customers and prospects received, but how and when they received it—effectively spoon-feeding corporate messages to the world.
The advent of social changed this dynamic forever and ushered in The Age of the Customer.
Today, customers control the conversations they have with businesses, and brands have scrambled to adapt. Companies must become customer-obsessed and deliver experiences that meet customer expectations to succeed.
Why? Because loyal customers are less likely to churn, and they are also more likely to recommend your brand and spend more money with your company. When customers spend more money, it directly impacts and increases revenue. For this reason, it is essential to keep your customers satisfied and loyal to your brand. Besides, customer service should be a core element of your CX strategy.
Still, this is hard stuff. So it helps to get some perspective. A May 2015 webinar hosted by Forrester and featuring Forrester Research’s Kate Leggett, Trends 2015: The Future Of Customer Service, helps to make sense of customer service in 2015. Take a look at the below takeaways that we pulled from the webcast, and let us know what trends you see in your organization.
Read how Sony uses its online digital experience to proactively engage customers.
Sometimes the first step in a journey can be the scariest one you will take. How do you know you’re going in the right direction? How do you know that you have the right equipment to get where you need to go? What happens if you make a wrong choice? The fear of the unknown, leaving behind the way things have always been, and looking ahead at a new way of thinking can sometimes lead to crippling indecisiveness and ‘paralysis by analysis.’
This can happen to anyone—even market leaders. Yet, we know that if we can just nudge companies into taking that first step to becoming a modern customer service organization, they will have what they need to confidently take many more steps as they move along the Roadmap to Modern (RTM) maturity curve.
So what is this first step? It’s actually quite straight-forward, yet many organizations are still struggling to take it. The first step requires moving from an organization with many single silos of customer engagement, into a multi-channel initiative that enables companies to reach customers directly at their point of need—on any device and at any time. Sounds simple, right?
Then why are there so many organizations that have not figured out this basic premise of customer engagement? I come back to my original thesis: they are afraid. This revelation came during a recent client engagement where I listened to a company explain why they felt that offering more robust self-service options, as well as live chat, would not be the right strategy for them. It was because their customers are accustomed to the ‘white glove treatment’ that has become synonymous with their brand. They feared that by offering these other, arguably less formal channels of communication, they would offend their customers and risk losing them. While this is an understandable initial reaction, their fear is actually leading them down the wrong journey towards obsolescence.
However, by walking them through the RTM process and customer expectations of modern service organizations, we were able to show them that a more mature, multi-channel strategy would not imperil their ‘white glove’ customer experience but rather reinvigorate it.
By reviewing their customer contact reason codes, we were able to quickly see that the infamous ‘80/20’ rule comes into play. For this company, and many others, only 20% of their inbound contacts are complex and truly require live agent support, whereas the vast majority (80%) can most quickly and effectively be handled by a well-run, knowledge-powered web self-service channel—and by offering multiple channels of engagement.
Through working to triage and deflect inbound contacts by complexity and likelihood to be handled via self-service or live agent, organizations can free up their higher cost, live agent resources to focus on the 20% of issues that truly merit attention. Of course, for your particular organization, the 80/20 rule may not be spot on. Perhaps your ratio is closer to 70/30 or 60/40. The first step to becoming a mature customer service organization is simply assessing your inbound contact context and working to triage.
Increasingly, consumers are making channel decisions based on the context of their situation. This means that the specific channel they use to contact you depends on what they’re trying to do.
Taking this triage approach will not only elevate your engagements with existing customers, but also open the door to engaging with new customers through new channels that you are not reaching through phone and email.
After working with the company I mentioned earlier to understand the number and nature of their inbound contacts, they came to realize that intentionally not having more choices for a customer to reach them was neither in the customer’s best interest nor their own. By providing more channel choice and resolution paths, this company would actually be better able to deliver their ‘white glove’ service experience.
Let’s resolve to no longer allow fear to hold us back from delivering the most modern and advanced customer experience. Each minute lost deliberating over the ‘why nots’ is costing money and customers. We need to move the conversation to the “how do we get going” stage. This is where the fun starts. This is where we get to help clients develop their Roadmap to Modern (RTM) strategy, and guide them to making the right choices for their customers, which are ultimately the right choices for their company as a whole.
Whether your “get going” is providing more channels of choice on more devices for a complete customer interaction portfolio, or consolidating and improving your knowledge base so you can deliver the right information on every channel you offer, the end result of being there for your customer in their time of need will eliminate fear on whether you took a step in the right direction. We just need to nudge you a little and the rest will follow!
Learn more today about the Oracle Roadmap To ModernTM, and stay tuned to this blog to get insights that prepare you for your journey to modern customer service.
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