Consumers expect great service wherever they are on the purchase journey. And the current global crisis has only heightened these expectations. According to Salesforce, the COVID-19 pandemic has raised customer service standards for more than half (58%) of consumers.
When companies hit the mark, they’re rewarded. Salesforce found that 71% of consumers say they’ve made purchase decisions based on the quality of customer service. And 91% indicate that a great customer service experience increases the likelihood that they’ll make another purchase from the company.
But the unfortunate truth is that companies often fail to meet customer expectations.
Case in point? Salesforce data tells us that 66% of customers expect the companies they do business with to understand their unique needs and expectations. But the same report found that only a third of companies actually treat customers as unique individuals, rather than just a number.
That’s a big problem.
The Role of Language in Great Customer Service
In order to win new customers (and earn the loyalty of existing customers), businesses must make it a priority to consistently deliver great customer service throughout the purchase journey.
Of course, there are a lot of components to great customer service experiences. For example, most customers want fast service. In fact, when contacting a company to seek service, 83% of customers expect to engage with someone immediately. And, as we touched on earlier, customers want to be treated as unique individuals, rather than a number.
Another important factor of great customer service? Language.
Today’s brands must be able to deliver great service to all customers — regardless of the languages they speak.
But this is easier said than done, especially for global businesses.
Too Often, Language Barriers Stand in the Way of Great Customer Service
Let’s say you’re a brand that sells athletic apparel and shoes throughout the globe, and your customer service team is based in the United States. You have a customer from Brazil that purchases a sweatshirt. But when it arrives in the mail, it has a hole in it. He wants to exchange it for a sweatshirt that isn’t damaged. He completes the “contact us” form on your website to ask how to exchange the product. But when the message arrives to your team, it’s written in Portuguese. Nobody on your team speaks Portuguese.
What do you do next? Well, you’ve got a few options.
- You could send out the email for external translation. But generally, that’s not the most practical approach. The process takes time, which means you’ll probably miss your established service level agreements (SLA). Plus, your customer won’t get the help he needs in a timely manner, which may negatively impact the way he feels about your brand.
- Or, you can copy and paste the text of the message into a tool like Google Translate to determine what the customer needs. Then, you can draft your response in English, and copy and paste it into Google Translate to translate it into Portuguese. Then, you’ve got to copy and paste the translated version into Salesforce and hit send. But this is a clunky, time-consuming process — and takes time away from your customer service agents that they could be using to solve issues and delight customers.
- A third option is that you could hire customer service employees that speak all of the languages you speak. But let’s be real: that’s nearly impossible — not to mention expensive.
So what’s a global brand to do?
Introducing Translation Studio from 1440
1440, the company behind Commerce Studio and Reputation Studio, has launched Translation Studio, a brand new solution that’ll help you break down language barriers to deliver great customer service throughout the world — all within Salesforce.
With Translation Studio, you can easily detect and translate any object, field or data in your Salesforce org, including:
Any standard object
Any custom object
Deliver Great Customer Service in More than 100 Languages
When you add Translation Studio to your Salesforce org, you can effectively communicate with customers in any language across a number of key customer service channels including:
Community marketplace questions (Q&A)
What exactly does this look like in action? To illustrate, let’s go back to our previous example of the customer who sent a message to your U.S.-based customer service team in his native language: Portuguese.
If you’re a Translation Studio customer, this message would automatically get translated to English — right in Salesforce. Then, you could draft your response in English, and it would automatically get translated to Portuguese. Then, you’d just have to hit send.
Your customer gets personalized service in their native language — and they get a quick resolution to their issue, which restores their trust in your brand. According to Salesforce, 78% of consumers will forgive a company for a mistake after receiving great customer service!
He goes on to become a loyal customer, who often tells his family and friends about how much he loves your brand and your products. It’s a win-win.
Don’t Let Language Stand in the Way of Great Service
Today’s consumers have high expectations for great customer service. Winning brands must deliver great service throughout the customer lifecycle — and they must do it regardless of the language a customer speaks.
Ready to learn how Translation Studio can help you effectively communicate with and delight your customer across the globe — regardless of their native languages? Contact us today to schedule a demo.