Building a Customer-Centric Brand: How Language Interpreting Can Improve Customer Experience

Delivering an outstanding user experience is continuing to be the center of interest for service providers. Nowadays, we live in an unprecedented era of customer-focused market, where any service, product or commodity must be tailored to serve the individual needs of every consumer. As a result, companies are placing their Customer Experience (CX) at the heart of their marketing strategies.

Providing language access to support customers via Over-the-Phone Interpreting (OPI) is considered an integral part of any strategy to improve customer experience. Language interpreting service will allow your brand to reach new markets both locally and globally, and will increase the equitable access to your services.

However, when using OPI services, here are the most important things that should be considered in an effort to ensure the best CX possible:

Determine service needs and match them up with your customers’ demographics

What are the different languages spoken by service users? This can be determined through existing language reports, if available, or through local statistics and resources. Getting to know the top languages that your customers speak will enable your language service provider (LSP) to adequately staff interpreters of these top languages for faster connection times.

Capture data in real-time to enable research and development

Having a cloud-based tool to generate reports and evaluate statistics is a game changer. It will support service provisioning, and power the decision making process to better meet customer needs. In the language service world, not all companies have the luxury of capturing their own data. Making sure that the LSP you work with has these reporting tools when you setup an account with them is crucial. You shouldn’t have to wait until you receive your invoice in order to be able to see the details of your calls and review your usage information. With every account setup, Language Link creates a customized online access for each customer, via secure portal, to allow service users to review utilization data including call time, date of use, duration of call, language used during the call, interpreter ID number and much more. This set of data can be sorted and analyzed by the customer to assist with decision making and increase the overall quality of service.

Have a customized account structure that puts you in control

Tracking of interpretation calls should be customized to your business needs. This can be done by adding industry-specific numeric data collection at the time interpreters are requested. This allows you the option of adding a tracking number to every call that will define the department or staff member who is using the service. This information can be collected by keying in the department number, staff ID number, location code, access code, etc. This data is then available in real time.

Give adequate information to users in their own language

Providing accessible information about your service to users can be done in many ways, including having a website localized into multiple languages, or posting videos in different languages. This will give your brand more exposure and access to much broader and more diverse group of customers.

When working with multilingual customer base, it is very important to have interpretation resources available to all non-English speaking service users. Whether a business is working with clients locally, or globally, providing professionally qualified and accredited interpreters will enhance customer loyalty.