BY BRENDAN READ , CONTACT CENTER PIPELINE ; Q & A WITH EXPERT PANEL
Consequently , companies have been looking for excellent – and cost-effective - CX-and-loyalty-building solutions to manage the language issue . There are now artificial intelligence ( AI ) -driven tools that have been created to help such customers .
To help contact center organizations speak to customers ( both verbally and in writing ) we reached out to these experts :
• Raffaella Bianchi , Group Chief Revenue Officer , Covisian
• Salvador Ordorica , founder and CEO , The Spanish Group
• Heather Shoemaker , founder and CEO , Language I / O
WHEN CUSTOMERS WHOSE PRIMARY OR PREFERRED LANGUAGE IS NOT ENGLISH CON- TACTS U . S . OR CANADIAN ORGANIZATIONS ( OUT- SIDE OF QUEBEC ), ARE THEIR EXPECTATIONS TO COMMUNICATE WITH AGENTS IN ENGLISH ? BUT IF SO , ARE THERE INSTANCES WHERE THEY WANT TO ENGAGE WITH AGENTS IN THEIR PRIMARY OR PREFERRED LANGUAGE AND FOR WHAT TYPES OF PRODUCTS AND SERVICES AND NEEDS ?
RAFFAELLA BIANCHI ( RB )
Unless individuals are comfortable and fluent in English , most customers prefer to speak to a customer service representative in their native language . This helps reduce any language barriers or misunderstandings . It is most important when dealing with complex and personal matters such as healthcare and banking , where confusion in the conversation can have detrimental outcomes .
SALVADOR ORDORICA ( SO )
HEATHER SHOEMAKER ( HS )
Customers expect to be able to communicate in their native language if they reach out to an organization ’ s customer service team . Fulfilling that expectation builds trust with both the agents and the brand .
While customer expectations are always evolving , one demand remains steadfast : prioritizing personalization . And that includes speaking their language .
DO THESE CUSTOMERS ’ LANGUAGE USE WITH ORGANIZATIONS VARY BY CHANNEL AND IF SO , WHY , AND FOR WHAT PURPOSES ? WHICH CHAN- NELS DO THEY USE ENGLISH FOR ( IF RELUCTANT- LY ) AND WHICH CHANNELS WILL THEY WANT TO USE THEIR PRIMARY OR PREFERRED LANGUAGE ?
RB : We find that customers prefer native language agents when on the phone , but they are more open to English conversations over text or email . This may be because they can take the time to review what is being said in writing and how they answer . It is easier to ask follow-up questions in text when customers feel less pressure to keep a live conversation going .
" CUSTOMERS ADAPT THEIR LANGUAGE PREFERENCES BASED ON THE CHANNEL ..."
-- SALVADOR ORDORICA
Yes , many customers with non-English primary languages expect to communicate in English when contacting U . S . or Canadian organizations . However , customers often prefer their native languages for essential services like healthcare , finance , or legal assistance : areas where accuracy is critical .
We ’ ve seen a marked increase in requests for translations in Spanish and Mandarin for customer support materials in these industries . The U . S . Census Bureau data shows that 22 % of Americans speak a language other than English at home , highlighting the need for multilingual options .
SO : Customers adapt their language preferences based on the channel :
• Voice calls . Customers prioritize their primary language for urgent or complex issues .
• Chat or email . These are often used in English , leveraging translation tools when necessary .
• Self-service tools . Without multilingual options , these can alienate non-English speakers .
According to CSA Research , 76 % of customers prefer buying products with information in their native language , a trend that extends to service channels .
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