In This Issue
- Join Us for CallTalk, June 15th
- Vocalabs Announces Spanish Express Feedback
- Considerations for Multilingual Surveys
Peter Leppik, Vocalabs CEO, will be the featured guest on the June 15th CallTalk online radio show at 4 PM Eastern time/1 PM Pacific time. CallTalk is a monthly live call-in show hosted by Bruce Belfiore, Senior Research Executive at the Center for Customer Driven Quality. Listeners can dial in or e-mail to ask questions, and a podcast is available for those who can't join during the live broadcast.
We invite you to join us for this informative discussion. To listen live, please register at www.calltalk.tv. If you can't make it to the live broadcast, you can subscribe to the podcast in iTunes and listen to this episode and all past and future episodes as well. See you there!
We are pleased to announce that Vocalabs' signature Express Feedback immediate customer interviews are now available in both Spanish and English. Our fluent Spanish-speaking interviewers can provide you the same rich customer feedback from your Spanish-speaking customers as you are used to receiving from your English speakers.
Spanish surveys follow the same process as our English surveys: customers are selected for an interview immediately after a customer experience, and are called right away while the memory of the experience is still fresh. We select the right script and interviewer based on information about the customer's original experience.
Reporting on multilingual surveys is available on both a combined and separate basis, so you can generate high-level composite statistics, as well as compare the strengths and weaknesses of the two language groups.
We can also offer languages other than English and Spanish if your project requires it. Please contact us for more details.
Setting up a multilingual customer experience survey requires more care than just running the script through Google Translate.
- Take some effort in translation. In most cases (in the United States), an existing English survey will be the starting point for the Spanish version. Find a native speaker to perform the translation, and have a different native speaker evaluate the translation to make sure it is in the proper dialect and form.
- As with English, interviewer quality is paramount. If you are not a fluent speaker, it can be hard to listen to a recording of an interviewer and know whether the survey was done properly. A rigorous quality review process, conducted by native speakers of the survey language, is important.
- The translated survey will be a different survey. Even with the most careful translation, some words and phrases will carry different emotional weight. Especially when asking about opinions, don't assume that the English and Spanish versions really mean exactly the same thing (factual questions are easier to get right). Where there are differences between Spanish and English survey scores, consider that it could be due to the survey itself.
- Expect significant differences between languages. In the United States, English is usually considered a primary service channel and Spanish is secondary at best. That means that more resources, effort, and attention usually goes into English. In many cases, there may never have been any prior effort to measure customer service quality for anything other than English interactions.