Mar 18, 2021 7:47:00 AM
How to Boost Your Customer Service Experience With Multilingual Chatbots
Today’s digitally connected world facilitates becoming a global business and opens your products and services to unknown territories. But how do you overcome the challenges of offering multilingual customer service at scale?
As your company is growing, so is your customer base. You enter new markets in different countries and soon you find yourself in a position in which offering native language support is no longer a nice-to-have. But what if it’s not possible for you to hire additional headcount to support every new language, multilingual service agents are hard to find and serving different time zones at the same time is difficult? Don’t worry: An easy way to scale your service in every language and timezone is to offer self-service via multilingual chatbots. And even if you already have a multilingual support team, automation will help you to get your service to the next level and relieve your agents.
Let’s explore why offering multilingual support is crucial for your customers as well as your business and learn how to master it with customer service chatbots.
Remove Communication Barriers for a Stellar Service Experience
Implementing a strong self-service strategy with a multilingual chatbot allows you to offer personal and convenient support for all of your customers no matter their language. By addressing them in their native language, you make it easier for them to express themselves, but also make them feel more understood and valued by your support. It is an emotional connection that helps you to enable more meaningful conversations with your customers. Service is often more important than product or price in choosing a brand, which is why it is crucial to focus on delivering the best customer service experience possible.
Multilingual support adds more quality and value to the conversation as misunderstandings are minimized and problems can be solved more efficiently. When you empower your customers to receive personalized support 24/7 in their native language, you boost their service experience and in the long run you turn them into satisfied and loyal customers who will return. It’s a clear competitive advantage as a CSA Research study found out that 75% of customers prefer to buy from companies which provide post-sales support in their native language. On top of that, 58% of customers say that native language support increased loyalty to the brand according to a study by the International Customer Management Institute (ICMI). Increased customer satisfaction, higher brand loyalty and greater CX are strong reasons why multilingual service should be a part of your strategy when you want to show that you care about your customers and want to grow as a business, but how do you actually do it?
Don’t Just Translate, Localize Your Self-Service Offer
Offering a powerful multilingual self-service strategy is so much more than just translating your FAQs and feeding them into a chatbot. After you have clearly defined your new target markets and languages, it’s time to evaluate the nature of your customers’ inquiries and how to serve them accordingly. Because not all customers need the same support worldwide.
An initial translation of your core content is useful, yet not extensive enough. Not only do you need to take the local differences of your own products and services into account, but also your customers’ needs and expectations as well as the tone and feel of their culture. It’s not about translating, but localizing. If you fail to do so, you risk losing customers instead of driving loyalty and increasing satisfaction. Our recommendations are:
- Start with identifying your top 20 customer requests from that country
- Add some evergreen content if needed in case you see potential support gaps
- Work with a native translator to shape the bot’s personality
- Evaluate the chatbot conversations regularly and adapt the proposed solutions accordingly
Based on your customer’s device settings, the chatbot will welcome them in their respective language when they start a conversation. This does not only work via your website, but also on your social media channels, such as Facebook and WhatsApp, using the respective language settings. Supporting your customers in their native language with a chatbot which not only understands them, but also reflects their location and cultural context brings a whole new level of quality to their conversation.
Part of a seamless chatbot experience includes a smooth handover in case an agent is needed. This not only requires offering handovers via preferred channels, but also managing the customers’ expectations. As your service department grows you might already have someone who speaks the same language, but as long as you don’t, you need to make clear that the conversation with the agent will continue in a different language, maybe even let them choose their preferred language and route them to the right agent.
The Power of Multilingual Chatbots
Serving your customers in a personalized and convenient manner through multilingual chatbots is a game changer for them, but also for your service team and your business. You show that you put your customers first, no matter their language and its availability in your service team. It’s an inclusive offer which makes your customers feel at home with your brand, strengthening their relationship with you and increasing their satisfaction. It’s what sets you apart from your competitors. Multilingual chatbots help you grow your business and your agents can focus their time and energy on high-value conversations.
Stay tuned: A new seamless multilingual service experience is coming to Solvemate’s chatbot in May 2021.
Karen takes care of Solvemate's content universe as Marketing Communications Manager. When not writing about chatbots, you will find her watching Danish tv series (Dear Netflix, please talk to DR and add some new ones!), doing (aerial) yoga or trying out every recipe from Yotam Ottolenghi.