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Are You Using Salesforce Service Cloud to Its Full Potential?

With Unbabel’s language translation integrations to help deliver exceptional CX worldwide

Salesforce multilingual integrations power your support teams to have productive conversations with customers and resolve inquiries across a range of languages and global markets. 

There are a variety of translation tools available for business use today that perform basic translation tasks. But utilizing an end-to-end, LangOps platform that was designed specifically to support CS industry challenges, and integrates directly to your preferred CRM can truly elevate your businesses’ CX strategy, keep teams lean, and improve vital metrics such as CSAT (customer satisfaction score) and FRT (first response time). 

Let’s take a look at how businesses can, and why they should, optimize their existing Salesforce workflows to incorporate enhanced multilingual integrations, featuring special commentary from Tigh Loughhead — Founder of Forcery, 5X Salesforce MVP — as he introduces Unbabel’s AppExchange solution.

A unified, high-quality global CX 

As a customer-driven organization, you want your customers in Germany to have the same great customer support experience as your customers in Japan, and you want CSAT scores to reflect that. Providing a unified CX should be a top priority for any organization, but when you’re serving customers in multiple languages, service quality stakes are raised.

Unbabel’s 2021 Global Multilingual CX Report uncovered that 71% of global consumers believe it is “very to extremely important” that a brand promotes and supports its products and services in their native language. 68% of consumers would switch to a different brand that offers support in their native language.

Beyond language availability, businesses need to maintain quality support to keep customers satisfied. The same report revealed that 92% of global consumers’ trust and loyalty toward a brand will be impacted a “moderate amount” to a “great deal” if they receive poor-quality support in their native language. This is a significant finding, as even a small number of detractors can tarnish your company’s reputation. 

One of the biggest challenges businesses encounter when expanding into new markets is the inability to provide fast, accurate, and quality customer support to each individual market they serve, along with the costs of investing in tools and resources to get there. As we’ve previously touched upon, machine translation tools alone are not a viable business tool

However, integrating a multilingual Salesforce solution — one that offers a unique combination of MT + human editors — solves the staffing and quality of service issues in one fell swoop. It allows businesses to deliver a five-star CX across languages, without the need of hiring expensive native speakers to accommodate every market they support. It also helps alleviate staffing constraints and reduce response times for languages where it is difficult to source native-speaking agents. 

Native-quality translations inside existing workflows 

An integrated CRM translation solution that boasts the efficiency of augmented machine translation plus the local nuance of our post-editors, should serve as an invisible layer between your agents and your global customer base, automatically translating conversations for faster, better quality support. It should be so seamless that you would never be able to recognize that the CS agent on the receiving end speaks a completely different language than the inquirer. 

This single pane of glass approach proves far superior to switching back and forth between your CRM and a translation tool, which is both inefficient, highly inaccurate, and serves as an invitation for errors. 

The payoff is that your already-great agents are now effectively multilingual and will be able to scale the exceptional work they’ve been doing across a range of languages with no added hassle or disruption to existing workflows. Eliminating the middleman that is the language barrier allows you to hire exclusively for support and technical skills — not based on language —  while building leaner, more productive teams. 

Improve valuable customer support KPIs 

Modern customer service teams are tasked with maintaining and improving customer-centric KPIs like customer satisfaction score (CSAT), net promoter score (NPS), and customer effort score (CES). It’s also likely that your support team is monitoring operational metrics related to efficiency, such as first response time (FRT) and first contact resolution rate (FCR). 

Imagine having a centralized hub that visualizes valuable insights and KPIs related to customer satisfaction, turnaround times, and agent performance. Would your teams benefit from having the ability to filter translations and conversations by channel, language pair, or historical date range so you can see how metrics are changing over time?

What does that look like? Logitech used this type of language translation hub to reduce ticket response times by 75% and raise NPS scores for translated conversations by 58 points. They were also able to increase staffing efficiency by 45% while keeping spending flat. 

So what tool is right for me?

Let’s ask Forcery’s Tigh Loughhead — a 5X Salesforce MVP, 6x Salesforce Certified Marketing Champion, 5X Dreamforce speaker, and Founder of RentBoost, a Salesforce Pardot and Marketing Cloud Certified marketing technology consultancy and Google Partner agency in NYC.

He recently interviewed Unbabel’s CMO, Sophie Vu, to understand how Unbabel integrates with Salesforce Service Cloud on Cases (support tickets) and Chat (Live Agent) to help businesses deliver a more efficient and far superior CX for customers, no matter where they are in the world.

Below is a summary of Unbabel’s unique integration features:

Service Cloud Chat (Live Agent)

Unbabel integrates with Service Cloud Chat (Live Agent) to enable real-time conversations — inbound and outbound — from the customer’s native language to the language of the agent’s choice. CS teams can also train our MT engines just like they’d train any other human agent: You share with them your style guides, glossaries and key terminology to ensure your messaging is consistent, current and specific to your industry.

Take the word clutch, for example. A fashion company would use it to describe a type of purse, while an automobile company would use it when referring to a car part. And for the younger generations in the gaming and media industry — clutch means “cool.” Context and personalization are paramount when translating words and idioms. Unbabel was built with this in mind and its integration with Salesforce will help CS teams be more precise when communicating in any language.

Service Cloud Cases 

As for Cases, also known as support tickets, there is more of a need for message quality or language refinement. Our proprietary Quality Estimation tool determines whether or not to bring a human into the loop for further review and “some extra TLC,” which naturally requires an additional few minutes added to the process.  

Take idioms for example. Have you ever tried using Google to translate the phrase let’s play it by ear from English into Spanish? We did, and unless you are planning to (physically) play with your customer’s hearing, such literal translations become meaningless. 

Additionally, our advanced AI learns from conversations over time, so words and phrases that are used consistently throughout your organization become recognized and automated. 

With the precision and speed of our technology combined with the quality of local experts, who are native in the languages we support, we deliver solutions that are custom to your business needs.

Watch the full video interview with Unbabel’s Sophie Vu here and see for yourself! 
 


 

About the Author

Henrique Dutra is a Senior Product Marketing Manager at Unbabel. He handles partnerships and integrations, and has a history of working successfully across different marketing areas, including product vision development and roadmap, management of cross-functional initiatives, and product teams.

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