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Building an Effective Spanish Speech System for Enhanced Customer Engagement

Creating a successful Spanish speech system requires careful consideration of visibility, accessibility, and appropriate localization. Key aspects include ensuring that customers and agents are informed about the system's existence, providing direct access through specialized channels, and transferring calls effectively to Spanish-speaking resources. Understanding the unique needs of Spanish-speaking callers is essential, as well as defining success in a language-specific context. This approach ensures effective communication and customer satisfaction, tapping into the significant Hispanic purchasing power.

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Building an Effective Spanish Speech System for Enhanced Customer Engagement

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  1. Creating a Successful Spanish Speech System José Elizondo Nuance Communications, Inc. 9 August 2006

  2. Creating a Successful Spanish Speech System Visibility Accessibility Transfers Problem Definition Translation & Localization

  3. How do callers reach the speech system?

  4. Visibility • Customers need to know it exists • Direct communication • Bills, back of credit cards and websites • Some companies inform their customers... …in ENGLISH or usingone-time communications • Agents need to know it exists • Impact of English-centric Call Center metrics • Antagonism • Agents may actively discourage the use of the system

  5. Accessibility • Common strategies • Direct phone number • Through English system • Avoid: • Language selector after long English greeting, promo or menu • Passive unadvertised timeout in English menu • Frustration  lower tolerance for automated system  lower automation

  6. Where are callers transferred to?

  7. Transfers • Are Spanish-speaking callers being sent to: • a live English-speaking agent? • another English-only automated system? • a Spanish call center with limited hours? • Definition of Success • “Did the system work?” (PM) vs. “Was I able to accomplish what I needed? (Customer)

  8. The Internet

  9. What else affects automation rates?

  10. Same Functionality, Different Problem • Spanish-speaking callers have different needs • Make sure you are solving the “right” problem • Example: Bills and Marketing material • Same menu options may not result in similar automation rates. • If possible, make sure all communications are in the right language • Or, at least, establish a language-specific definition of success

  11. It’s not just about translation, but... A single bad prompt could render a system unusable!

  12. The Risks of “Professional” Translation • “Please enter your savings account number” • “Please enter your account number for discounts” • “Welcome to ACME’s hotline” • “Welcome to ACME’s sexy line” • "If you live in Orange County, press one. Otherwise, press two." • "If you live in the land of the orange fruit, the-printing-press one. Otherwise, the-printing-press two." • “Play CD number 8” • “Procreate with CD number 8”

  13. Translation What you also need for speech: • A translation that can be understood “universally” by people from 33+ countries • Terminology that has been proven to work (in usability studies and call analysis) • Verbiage that is conducive to higher recognition accuracy • Natural concise commands (not “translated” commands) What you typically get: • Literal translation • Biased towards one dialect • Awkward or with double entendres What you need for a text: • Professional • Context sensitive • Accurate, not literal • Fluent • Consistent terminology • Consistent style

  14. Localization “Adding some local flavor” is not enough

  15. Localization What you also need for speech: • Culturally-effectivecall flow • Localization ofDTMF mappings • Knowledge of Hispaniccaller and consumer behavior specific to the tasks you are trying to automate • US-based and Latin America-based expertise on Hispanic culture • Correct use ofbrand and proper names What you typically get: • No localization, or • Stereotypes or oversimplifications What you need for a text: • Modification of text to suit the needs of Hispanics in the US • Culturally appropriate instructions and examples

  16. Creating a successful Spanish speech system comes down to: Understanding the callers Understanding the issues Planning

  17. Summary Visibility • Agents and customers can find out that the Spanish system exists Accessibility • Customers can find the system and navigate the language selector Transfers • Spanish callers are transferred to Spanish agents or Spanish IVRs. Or they are at least given a choice. Problem Definition • You understand the real problem (e.g. printed material), not just the symptoms • The definition of success for your system is language-specific Translation and Localization • The design is not just a translation. • The content is appropriate for the language and culture.

  18. Remember 1 in 10 people living in the US speaks Spanish Hispanic Purchasing Power = $581 billion!

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