Multi-Lingual Support for the Multi-Channel Call Center Practical Guidance to Increase Revenue, Visibility and Global Reach Presented by LLE Language Services Tuesday, July 26, 2005 Kathleen Diamond, President / CEO Clyde W. Anderson, Director, Marketing and Sales Multi-Lingual Support for the Multi-Channel Call Center Talking Points Language Services Terminology Trends and Issues Analysis, Assessment and Deployment Engaging a Language Services Provider 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Language Services Terminology (1) Translation – written word; the process of converting written text to another language. Interpretation – spoken word; the restating, in speech, language spoken (uttered out loud) in another language. Transcription – Audio to written word Source Language – original language text Target Language – the language into which a text written in another language is to be translated 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Language Services Terminology (2) Consecutive Interpretation - The interpreter starts to translate only after the speaker has finished his/her utterance. Simultaneous Interpretation - The interpreter starts to translate before the speaker has finished his/her utterance. Escort (or Whisper) Interpretation – a style of concise paraphrasing. 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Language Services Acronyms LSP – Language Service Provider OPI – Over-the-Phone Interpretation ML – Machine Language ESL – English as a Second Language ASL – American Sign Language LEP – Limited English Proficiency 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Current Language Trends in the USA Immigration September 11, 2001 Global Economy (e-Commerce) Competition 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Statistics US Census Bureau Statistics: Non-English / English 2nd language 33 million in 1990 > 47 million in 2000 One-fifth of the US Population LLE Internal Data: 2001 - 86% Spanish, 14% Other 2005 - 74% Spanish, 26% Other Online Data: 480 million people on the web; 35% in the United States 75% of US web sites are English-only 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com The Issues A simple axiom – communication Market forces Putting first things first The myopic view 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Privacy and Access Issues Sarbanes – Oxley Act of 2002 Corporate governance and compliance. Regulates how financial data is to handled and protected in publicly held corporations. Whistle blower protections. http://www.sarbanes-oxley.com Gramm – Leach - Bliley Act of 1999 Requires financial institutions to implement procedures to insure the confidentiality and protection of their customers information. http://www.ftc.gov/privacy/glbact Health Insurance Portability and Accountability Act of 1996 (HIPAA) Requires that healthcare organizations insure the confidentiality and protection of patient information. http://www.hhs.gov/ocr/hipaa/ Title VI: Civil Rights Act OF 1964 Discrimination on the ground of race, color, or national origin shall not occur in connection with programs and activities receiving Federal financial assistance. http://www.usdoj.gov/crt/cor/coord/titlevi.htm 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com The Multi-Channel Call Center Call centers with multiple customer access channels to include: voice telephone interactive voice response (IVR/VRU) text (e-mail, fax, document) web site web chat (text or voice) VOIP 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Definition of Enterprise-Wide Multi-Lingual Support Language support at every communication point accessible by a prospect or customer: Telephone E-mail Documents (hardcopy or electronic) Facsimile Voice Mail Digital Audio Files Internet VOIP Web Site Web Chat (live text and voice) Announcements and Messages (IVR/VRU) Language Proficiency Testing of Personnel 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Assessing Multi-Lingual Support Identify the communication points within your organization Analyze the communication points Assess the language needs Plan the supporting language infrastructure Deploy language services for the greatest ROI 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Where to Begin? On-Demand Language Services 1. Telephone Interpretation (OPI) 2. E-mail Translation 3. Web Site Chat in Text and / or Voice 4. VOIP Passive Language Services 1. Translation / Localization Web Site Corporate Information 2. In-house Multi-lingual Personnel 3. Document / Facsimile Translation 4. Voice Mail Transcription 5. Digital Audio Transcription 6. Recorded Messages and Announcements 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Questions to Ask a Language Services Provider 1. How long have you been in business? 2. Are you a full service language provider? 3. What services do you provide? 4. What are your quality control / quality assurance practices? 5. What are your linguists qualifications? 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Questions to Ask a Language Services Provider 6. How do you ensure confidentiality? 7. What standards and certifications do you possess? 8. How do you respond to client concerns? 9. What are your translation turnaround times? 10. Do you utilize machine language for translations? 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Telephone Interpretation Evaluation Criteria 1. Interpreter quality control procedures 2. Interpreter recruitment, training and development 3. Corporate longevity and reputation 4. Fast interpreter connect time 5. 24 x 7 x 365 access to interpreters 6. Language capability 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Telephone Interpretation Evaluation Criteria 7. State-of-the-art telephony systems 8. Concise usage reports 9. Understandable interpreter access procedures 10. Client references 11. Reliable and redundant IVR system platform 12. Off-Shore versus on-shore 13. Pay As You Go Fee Structure 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Telephonic Interpretation Checklist 1) Language set (languages most commonly requested) 2) Vertical market 3) Application 4) Organization type 5) Volume in minutes per month (actual / anticipated) 6) Type of call 7) Hours of operation 8) Time zone 9) Service initiation time 10) Select payment option: invoice or credit card 11) Signed services agreement 12) User contact and billing contact information 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Translation Checklist 1. 2. 3. 4. 5. 6. 7. 8. 9. 9. Type of project Source language(s) Target language(s) Number of words per document Submission format (WORD, PDF, Pagemaker, hardcopy, etc...) Delivery format (WORD, PDF, PageMaker, hardcopy, etc...) Delivery date Select payment option: invoice or credit card Signed services estimate User contact and billing contact information 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Translation Rules of Thumb A type written page typically contains approximately 250 words A translator can translate approximately 2,000 – 2,500 words per day The translation estimate will most likely be in the target language estimated number of words 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Transcription Checklist 1) 2) 3) 4) 5) 6) Source language's) Target language(s) Length of media: number of minutes Submission method: e-mail or mail Delivery method: e-mail or mail Submission format: cassette, video, CD, digital audio file (.WAV, MP3, etc…) 7) Delivery format (Word, PDF, etc…) 8) Delivery time requested 9) Select payment option: invoice or credit card 10) Signed services agreement 11) User contact and billing contact information 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Face-to-Face Interpretation Checklist 1) Source language(s) 2) Target language(s) 3) Type of interpretation (consecutive, simultaneous, escort) 4) Location of interpretation 5) Interpretation application 6) Duration 7) Day/Date/Time 8) Interpretation equipment required? 9) Cancellation policy 10) Out-of-pocket expenses 11) Select payment option: invoice or credit card 12) Schedule interpretation appointment 13) User contact and billing contact information 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Language Proficiency Testing Checklist 1. Target Language 2. Preferred time of assessment 3. Skills to be tested 4. Select payment option: invoice or credit card 5. Schedule interpretation appointment 6. Contact and billing information 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Benefits of Multi-Lingual Support Pro-active support for non-English speakers Reduce un-serviced requests due to language barriers Open new markets Acquire new customers Increase customer retention, loyalty and trust 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Benefits of Multi-Lingual Support Reduce the time for customer service resolution to non-English speakers Increase service and support efficiency in handling non-English requests Easy cost justification when associated with inherent value and return on investment Improve communications across the enterprise 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Quality First, and foremost – Accuracy Linguists Recruitment, experience and training Embedded, consistent quality assurance procedures and processes 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Summary Constantly review your language needs Develop an enterprise-wide language services infrastructure Utilize a reputable language service provider Be prepared to engage a language service provider; use the Checklists 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Language Resources Common Sense Advisory Reports Real World Enterprise Corporate E-mail Disconnect How to Avoid Getting Lost in Translation “Business Without Borders” Book by Donald A. DePalma www.commonsenseadvisory.com 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Language Resources I Love Languages http://www.ilovelanguages.com Association of Language Companies http://www.alcus.org American Translators Association http://www.atanet.org 2005 – The Year of Languages http://www.yearoflanguages.org/i4a/pages/Index.c fm?pageid=3591 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com Thank You for Your Valuable Time! For a copy of this presentation, please contact – Jaime Pappas Sales Support Administrator 1.877.405.8764 x209 ; [email protected] Additional questions, please contact – Clyde W. Anderson Director, Marketing and Sales 1.877.405.8764 x206 ; [email protected] LLE Language Services Tactical Language Solutions to Achieve Global Strategic Visions 1627 K Street, NW, Suite 610, Washington, DC 20006 888-464-8553 www.lle-inc.com
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