With the globalization of business, companies have felt the need of multilingual customer support from contact centres. As their customer base diversifies across various countries and culture, a single language is not enough to cater to their needs and its obvious. However, the surprising fact is that a recent research done by a reliable source revealed that multilingual customer support is one of the most ignored and underdeveloped aspects in this domain.
The following statistics can be furnished according to a research conducted by Lionbridge and ICMI pertaining to contact center industry
- Customers in 79% of the call centres speak a language different from the primary language being spoken by the call centre executives.
- When the customers deal with the brand, around 60% of them expect them to provide the services in the native language.
- Today, around 52% of the call centres believe that the number of customers speaking a non-primary language will increase the next three years.
- Only 19% of the existing call centres provide support to their customers in any comfortable language. Coming to multilingual multichannel support, the percentage further drops.
- The only way contact centres deal with this problem is to apologize for not being able to communicate in the native language. They try to deal with them in the primary language used by the agent.
Here are five possible multilingual customer support strategies that contact centres can adopt for customer support
Back office resources
Back office resources indicate a multilingual speaker which does not belong to the organization. The native speaker helps in the conversation process. However, using ad hoc as a support for language strategy, you need not spend money for it. Even this does not assure a positive experience for your customers. You too, may not get the desired response.
Over the phone interpretation (OPI)
The research revealed that many companies use OPI as a language strategy. One positive aspect of the use of OPI is that one can get language support access immediately, in comparison to hiring of bilingual agents. It is also a cost-effective measure. However, it is applicable only when a large number of customers opt for digital channels and self-service.
Hiring bilingual agents
Hiring bilingual agents can provide a concrete solution to contact centres. They can have skilled professionals within their organization. However, it is difficult to find the right talent. Retaining additional salaried professionals for offering professional bilingual customer support involves additional costs.
In-region contact centres
This is one of the common language strategies adopted by multilingual call centres. The in-region contact centres cater to particular sets of customers. However, it is expensive and one of the most complex strategies.
These four strategies can help contact centres bridge communication gaps. You need to provide your customers with support in the language they prefer. Providing the right multilingual customer care support leverages your brand image.
You always have the option of relying on multilingual call center outsourcing companies to stay in line with customer expectations in regard of support availed to them.