Quality Assurance: A Vital Part of Stellar Customer Service

July 13, 2023

Quality assurance is pivotal to a stellar customer experience, and, as a result, earning high customer satisfaction (CSAT) scores. Every touchpoint is vital for customers to have faith in your products, trust in your team to solve their problems, and a strong sense of partnership throughout.

By understanding how translation quality can impact customer experience and satisfaction, you can uncover effective strategies to enhance customer support outcomes and produce high-quality translations at scale.

What is quality assurance?

Quality assurance is a systematic process that ensures accuracy, consistency, and excellence in customer service interactions. In the context of translation, quality assurance guarantees the reliability and effectiveness of translated content. 

Different types of translation quality, such as linguistic, functional, and cultural appropriateness, are measured using metrics like fluency, accuracy, terminology consistency, readability, and cultural sensitivity.

By implementing quality assurance measures, such as quality assessment, you can provide reliable translations that resonate with your target audience and fosters positive customer experiences.

Quality intelligence reporting can give you invaluable insights to optimize customer service and boost satisfaction. These reports can empower your organization to make data-driven improvements for exceptional customer experiences by analyzing performance metrics, agent effectiveness, and customer feedback.

How poor translation quality can harm customer experience (CX)

Poor translation quality can have a major negative impact on CX. For example, imagine the impact of a multinational corporation with worldwide, diverse customer support teams working with poor quality translation procedural documents, user manuals, and guides. Incorrect translations can miscommunicate critical instructions, causing customers to struggle with product usage or service understanding.

This not only impedes the customer experience but also leads to frustration, potentially damaging your brand’s reputation.

Not to mention, the lack of translation can limit a business. For example, GoCardless, a fintech company that specializes in recurring payments, used high quality translations to transform its help center, increasing its original 11 articles to over 900 articles, all available in multiple languages. This huge increase in self-service content freed up the team and increased scalability to allow GoCardless CS teams to serve customers in new priority countries.

What do customers say about translation quality?

Consumers value translations that accurately convey the meaning and message of the original text, ensuring cultural sensitivity and natural-sounding language in the target language. They also appreciate translations that are free from errors and inconsistencies while using precise terminology and consistent language usage.

To meet consumer needs in translation services, you should consider the following:

  • Recognize that customer opinions on translation quality can vary based on their specific requirements, preferences, and the intended purpose of the translated content. Tailor the translation approach accordingly.
  • Strive to accurately convey the meaning and message of the original text while ensuring cultural sensitivity. This involves understanding the nuances of different languages and cultures to provide translations that resonate with the target audience.
  • Focus on delivering translations that sound natural in the target language, avoiding literal translations that may sound awkward or unnatural. This helps create a more authentic and engaging experience for the consumers.
  • Pay attention to detail and ensure translations are free from errors, inconsistencies, and grammatical mistakes. Consistent terminology and language usage enhance the overall quality and professionalism of the translations.

By considering these factors and delivering high-quality translations that align with consumer preferences and requirements, you can better meet the needs of your customers.

How Unbabel’s solution ensures high-quality translations at scale

Unbabel’s machine translation plus quality estimation solution empowers brands to produce high-quality translations that are both efficient and cost-effective. By combining advanced machine translation technology with quality estimation algorithms, Unbabel enables accurate and contextually appropriate translations at scale.

Unbabel’s acquisition of Bablic expands its translation management capabilities and revolutionizes website translation. Through Bablic’s localization and translation tools and Unbabel’s Language Operations platform, you can easily translate your website, improve SEO, increase traffic, and enhance conversions. Unbabel’s integrated solution can help you deliver high-quality translations at scale and reach a global audience effectively. The acquisition strengthens Unbabel’s mission to eliminate language barriers while empowering you to thrive across cultures and geographies.

Now, Unbabel has launched CUA 2.0, a better way to assess translation quality. It uses a visual framework called Customer Utility Analysis (CUA) to categorize translations into different quality levels to ensure consistent interpretation across all content types and introduces a top-tier “Best” level for premium quality translations.

CUA 2.0 improves transparency and is displayed in the Unbabel Portal to provide customers with a clear understanding of the value they receive. It’s a helpful tool that helps Unbabel deliver high-quality translations and meet customer expectations.

Overall, Unbabel’s solution enhances customer service outcomes by:

  • Improving efficiency
  • Ensuring accuracy
  • Maintaining consistency
  • Enabling scalability

Catawiki, the top curated marketplace in Europe, has partnered with Unbabel to enhance customer support and multilingual interactions. By leveraging Unbabel’s custom-built feature, Catawiki’s agents can initiate conversations in six languages, improving response times and doubling agent efficiency. The integration of Unbabel’s language operations platform with Catawiki’s CRM system enables real-time translations and ensures quality through human editing.

With Unbabel, Catawiki achieved higher CSAT scores while resolving support cases faster. Agents saved an average of 20 minutes per ticket, and 78% of cases were settled within the industry-average nine-day window. Unbabel’s solution has empowered Catawiki to bridge the language gap between buyers and sellers and optimize their multilingual operations effectively.

See for yourself how we offer customers transparency into the quality of their translations.

Deliver exceptional customer service through quality assurance and high-quality translations

Enhancing translation quality not only boosts CSAT scores but also strengthens your brand’s reputation and fosters long-term customer loyalty.

Supercharge your customer support strategy with our eBook on Proven Tactics for Building a Sustainable and Scalable CS Strategy. Discover how to optimize efficiency, review channel performance, leverage strategic partnerships, and minimize disruptions during process changes.

Experience the power of high-quality translations at scale with Unbabel. Get a demo or sign up for a free trial today to transform your customer service and exceed customer expectations.

About the Author

Profile Photo of Jessica Florez
Jessica Florez

Jessica Florez is the Senior Content Strategist at Unbabel. She has 10 years of proven success in content marketing strategy and development to build business brands, support global sales teams, drive demand for products and services. She boasts a wide range of expertise in both B2B + B2C integrated marketing roles, for industries that include financial services, healthcare, tech (SaaS), and tour & travel. She earned her BA from the University of Central Florida, and her MFA from Hofstra University.