The impact of AI on the future of multilingual customer support

As businesses expand globally, multilingual customer support has become a necessity. Companies must cater to diverse customers who speak different languages, ensuring smooth communication and high-quality service. 

However, traditional multilingual customer support comes with several challenges that we haven’t quite solved yet. 

In its bid to transform the entire customer experience sector, AI has not held back on multilingual support. AI-driven solutions are helping businesses overcome the complexity involved in this service. 

In the 528th episode of the Outsource Accelerator Podcast, Jackie Xu from Callnovo explains how his company is integrating AI. 

This article explores AI’s entrance into the multilingual customer support scene. 

Current challenges in multilingual customer support

Despite the growing demand for multilingual customer support, companies still face significant challenges:

Language barriers and translation inaccuracies

One of the biggest obstacles in multilingual customer support is ensuring accurate translations. 

It’s true that human agents who are proficient in multiple languages can bridge communication gaps. However, misunderstandings can still occur due to cultural differences, dialect variations, and industry-specific jargon. 

Machine translations, though improving, often struggle with nuances and context.

Jackie is seeing this improve with the advent of generative AI. 

When faced with calls whose language they don’t usually cover, Callnovo’s agents use its HeroDash CRM. 

“[It] deflects the calls into messages, and then we use the large language model ChatGPT to translate.” 

High costs and resource allocation

Hiring multilingual agents is expensive, as companies must invest in recruitment, training, and salaries. 

Additionally, providing 24/7 multilingual customer support requires a global workforce, further increasing operational costs. Many businesses struggle to balance cost-effectiveness with high-quality customer service.

Inconsistent service quality

Human agents may have different levels of proficiency in multiple languages, leading to inconsistencies in customer service. Some agents may struggle with complex queries, while others may take longer to respond due to language limitations. 

This inconsistency can negatively impact customer satisfaction and brand reputation.

Role of AI in multilingual customer support

AI is revolutionizing multilingual customer support by addressing these challenges in various ways:

AI-powered translation and language processing

AI-driven translation tools, such as Google Translate and DeepL, are becoming more sophisticated in handling multiple languages. 

With natural language processing (NLP), AI can better understand context, tone, and sentiment, leading to more accurate and meaningful translations in customer interactions.

“We’re seeing that multilingual can really be quickly sorted by AI,” Jackie says. 

Chatbots and virtual assistants

AI-powered chatbots provide real-time responses to customer inquiries in multiple languages. These bots can handle common queries, freeing up human agents for more complex issues. 

Virtual assistants integrated with NLP can also recognize and respond to customer emotions, improving the overall experience.

Jackie says that Callnovo is working on an “AI body” that will train alongside agents. 

“AI body is going to be the agents’ good friend and good teacher all the way, [accompanying] them throughout the whole working process to remind [and] encourage them.”  

Speech recognition and voice AI

Voice AI technology enables real-time multilingual customer support through speech-to-text and text-to-speech conversions. This allows businesses to offer automated voice-based customer service, catering to customers who prefer verbal communication over text-based interactions.

5 Benefits of AI in multilingual customer support

The integration of AI in multilingual customer support brings several advantages:

1. Faster response times

AI-powered chatbots and translation tools provide instant responses, eliminating wait times associated with human agents. 

This leads to faster issue resolution and a more seamless customer experience.

2. Cost efficiency and scalability

AI reduces the need for large multilingual teams, significantly cutting operational costs. Businesses can scale their customer support without hiring additional human agents, making AI a cost-effective solution for global operations.

3. 24/7 availability

Unlike human agents who work in shifts, AI-powered solutions can operate around the clock, ensuring continuous customer support in multiple languages.

This is especially beneficial for businesses serving international customers in different time zones.

4. Improved accuracy and consistency

AI-driven translation tools and NLP technologies improve accuracy in multilingual customer support by learning from past interactions. 

Over time, these systems enhance their ability to provide consistent and high-quality translations, reducing miscommunication and errors.

5. Personalized customer interactions

AI can analyze customer data to deliver personalized support experiences. By understanding customer preferences, previous interactions, and sentiment, AI-powered systems can tailor responses to meet individual needs, enhancing customer satisfaction.

In this aspect, Jackie sees the need for a strategic mix of AI and human agent talents.

“Although 80 percent can be replaced by AI, 20 or 10 percent still has to be handled by a human being for complex issues. Customers need empathy, they need compassion.” 

Achieving a balance between AI and human support

While AI offers many advantages, it cannot completely replace human support. Certain situations require human empathy, critical thinking, and contextual understanding. 

Businesses should adopt a hybrid approach to achieve the best results.

As Jackie notes, “For the real complex transactions, human manpower has to be there. And humans need to have higher and higher skills to match the trend.” 

Here are a few recommendations: 

1. Use AI for routine inquiries

AI-powered chatbots and translation tools can handle common customer inquiries, such as FAQs, order tracking, and troubleshooting. This allows human agents to focus on complex and emotionally sensitive issues.

2. Add human oversight for AI interactions

AI systems should be monitored and fine-tuned by human agents to ensure accurate translations and appropriate responses. 

Continuous feedback from human agents helps AI improve over time.

3. Implement seamless AI-to-human handoff

For complex queries, AI should be programmed to recognize when human intervention is needed. 

A smooth transition from AI to a human agent ensures customers receive the best possible multilingual customer support without frustration.

4. Train human agents to work with AI

Customer service teams should be trained to work alongside AI tools effectively. Agents should understand how to interpret AI-generated translations and intervene when necessary to provide the best customer experience.

Jackie reports that this will all benefit the customer in the long-term. 

“We’ll go for a balanced way [for] customer satisfaction. A combination of AI and manpower is the best.”