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Most contacts centers provide multilingual customer service, but are they providing multilingual quality assurance? A high-quality customer experience depends on the training and coaching agents receive – if they don’t receive feedback on their foreign-language calls, they can’t be expected to deliver excellent customer service.

In his article “Assure Quality in the Language E-Commerce Customers Speak,” Chris Cole correctly states “the first step in delivering excellence in customer service in any e-commerce environment is to ensure that essential information such as order-tracking, contact numbers and shipping dates are delivered in the customer’s preferred language.” That sounds easy enough in itself – that’s why you hire a multilingual call center in the first place, right?

Being able to take the call and giving a world-class customer experience are two very different things. You need to go beyond just speaking in the customer’s preferred language – you need to assign dedicated QA’s to listen and review foreign-language calls and provide coaching to the multilingual agents for those calls.

Providing a great customer experience means training your QA’s on how to score a foreign-language call. QA’s should focus on rapport over grammar and call length. They need to also take into consideration that most foreign-language calls have longer call times than their dominant-language call counterparts. Most importantly, they need to make sure agents are adhering to the script and following procedures regardless of language.

By putting the right quality assurance team in place, you are ensuring a great customer experience to all your customers regardless of their language preference.

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