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Lost in Translation: Leveraging Language to Deliver an Exceptional Customer Experience

Author: ICMI Research

Publisher: ICMI

Number of Pages: 19


For all of the advancements over the past decade in improving the customer journey, one aspect has gone seemingly unaddressed and yet increases in importance year over year: the impact of language on the customer experience.

In 2013, ICMI conducted research on multilingual customer service to understand how contact centers support non-English language clients and whether or not offering multilanguage support improved the customer experience and positively impacted engagement and loyalty.This study, which focused primarily on the voice channel, gained a lot of attention and uncovered new data on the impact of language on the customer experience. Since launching that study, more research has revealed an evolution in customer expectations and rising demand for service in non-voice channels such as chat and social media. These monumental shifts in preferences require all organizations to re-visit and re-prioritize their customer service strategy.

In this new 2016 research, ICMI and Lionbridge partnered together to understand what direction and data would be necessary for contact center leaders to make informed decisions around their omnichannel multilingual support.

“This landmark research shows that omni-lingual support is the new battleground for contact centers,” said Tom Tseki, VP & GM, GeoFluent and Customer Care Solutions, Lionbridge. “With voice giving way to self-service and agent-assisted digital channels, contact centers should evolve their language support. Providing OPI as the primary multilingual support option is no longer effective and positions brands as laggards in terms of CX.”


Download the Executive Summary to view the research results.

Topics: Best Practices, Customer Experience

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