Here at BPA Quality, one of the services we offer under the umbrella of managed quality services is to unde
rtake large-scale quality monitoring of text and voice interactions in multiple languages.
On some global, multi-lingual projects, the client expectation is that agent tone should remain consistent, regardless of the customer’s language or chosen contact channel.
It goes without saying that agents’ tone should also sound genuine in any language – so for global campaigns, it is important to accommodate for cultural differences. Avoiding the use of language-specific figures of speech as fillers rather than making meaningful statements, and having a sound understanding of culture-specific etiquette are both key elements for success in soft skills. A prime example: whereas US and European customers might expect agents to express empathy for their situation at the opening of the conversation, in some Asian cultures, displaying unsolicited empathy is not appropriate, and monitoring should take account of these differences.
When considering text-based contact, aside from an inherent difficulty in establishing tone in written communications, there can be further cultural implications to consider. For example, in many European languages, using the formal register has historically been the common way to address clients in customer service interactions; some companies are now making a conscious choice to use the informal register (e.g. ‘tu‘ rather than ‘vous‘ in French) which may not always be well-received by more traditionally-minded customers.
This informality in written communication may sometimes occur in contrast to the voice channel for the same company, leading to situations where agents may be required to address customers using the formal register in calls but not in chat.
This can potentially have implications for overall tone, which may be drawn into particular focus if customers make use of multi-channel contact and are left with different perceptions of the brand depending on the channel (which form of address is the one which is most ‘on-brand’ for any particular company…?)
It is reasonable to expect that customers will increasingly equate web chat with other more informal modes of text-based messaging, like IM and SMS, and so may expect their web chat dealings with companies to be conducted in a similar vein.
Even though web chat may generally be viewed as a more informal medium, best practice is still for the spelling / grammar and typography to be held to stringent standards – not least due to the ease with which these interactions can be copied by customers and find their way onto the wider internet, on blogs and message boards, when compared with calls. Indeed, some companies now routinely forward web chat transcripts to customers, so accuracy, tone and being ‘on-brand’ is paramount.
Ultimately, establishing appropriate tone for agents regardless of language and method of contact is best achieved by frequent calibration sessions, taking all of the above considerations into account. Calibrations should take place on a regular basis with key project stakeholders, ideally using sample interactions across all languages and channels in which the project is delivered.
With over 25 years’ experience in quality monitoring and with global clients, our multi-lingual team have the skills, expertise and experience to add this level of detail and insight to your customer service or sales programmes.
To explore more about the subject of this article or to discuss any element of quality monitoring please feel free to contact me or BPA Quality via our website: www.bpaquality.co.uk or www.bpaquality.com.
By: Helen Beaumont Manahan, Project Implementation Manager at BPA Quality UK
For over 25 years, BPA Quality has been working with some of the world’s biggest organisations with one aim: to improve customer experience and, through this, deliver increased sales, retention, loyalty, cost optimisation, compliance and profitability.
Our many valued clients have a common passion and commitment to create outstanding organisations and work in partnership with BPA Quality to achieve competitive advantage and deliver exceptional results. They understand the strategic importance of having a highly effective quality programme within their organisation.
As the sphere of influence and recognition of the importance of the Contact Centre and quality functions grow, covering all aspects of the business from Sales, Marketing, Product Design, Legal and Compliance to the Customer-Facing Operations, so the need to capitalise on this key resource becomes imperative.
Our many years of specialism in Contact Centre Quality Assurance places us in a highly informed position; we have listened to millions of “human” customer contact situations, covering almost every customer type, having every conceivable difficulty or requirement. We have also undertaken this activity internationally, covering 45 languages, so we understand the differences between customer service expectations across multiple cultures.
All of this activity has enabled us to gain a detailed knowledge and view of the behaviours and processes that drive positive customer experience and engagement in Contact Centres and the development of effective quality and coaching programmes that enhance performance.
One of the key areas is a detailed understanding of the value and importance every customer interaction has in either positively or negatively impacting customer engagement with the organisation.
A great deal of focus in the Contact Centre quality programmes we encounter remains centred on scripting, process adherence, AHT reduction, risk avoidance, contact deflection and compliance, and not always on maximising the real opportunities presented in the Human Element of interactions.
Every conversation with a Customer is a lot more than just saying words and phrases – it’s an opportunity to make a real connection, to build the human element. As humans, unlike machines (chatbots), we have the ability to be creative, intuitive, show genuine empathy, feeling and understanding; to connect on a human level.
The human element in interactions provides great opportunities to:
- Build and reinforce your brand
- Build trust, credibility, and highlight competence
- Personalise the interaction and foster mirrored relationships
- Understand the reason for the interaction
- Identify all elements of the contact
- Build a relationship, show empathy, ownership and understanding; ensure the Customer feels like an individual, not a number
- Paint a picture to show the Customer you are engaged
- Offer flexible solutions
- Negotiate suitable solutions, creating win/win situations
- Build loyalty, retention, sales opportunities, advocacy, and increase first call resolution.
Every interaction, whatever the duration, represents an opportunity to discover valuable information about your Customers, identifying their challenges, wants and needs. This knowledge, once identified, can provide you with actionable insight and intelligence that can be used to guide the conversation and help build more effective human connections.
So in our rush to automate everything, push Customers online and reduce expensive human contact, we must not forget the value these interactions bring to our business. Significant focus should be placed on developing the effective skills, behaviours and coaching programmes designed to maximise this great benefit to our people and Customers.