Four tips to handle customer and client relationships

Learn some focus points that can make a positive difference when providing customer support

Providing excellent customer support isn’t as easy as it may seem, especially when the support is only via chat or email. When writing, it’s especially important to be aware of some focus points that can make a positive difference.

In this article, you’ll read about some focus points, and you’ll find out what exactly this means for translators working on customer support texts.

Transferring the right tone from one language to another

Let’s be honest: translating isn’t easy. So what focus is required when there aren’t any other factors that decide the tone of your support?

A difficult case that I’ve come across before, is one you’d find translating travel-based texts from English to Dutch. Common phrases like the ones below can seem simple in English, but if you’re translating into Dutch there’s a problem.

EN: The customs form needs to be filled in before arrival.
NL: Het douaneformulier moet voor aankomst worden ingevuld.

EN: The hotel key card must be inserted into the slot in order to turn on the lights.
NL: De hotelsleutelkaart moet in de sleuf worden gestoken om de lichten aan te doen.

Both translations contain the word moet(en), which even though it’s a correct translation will sound very commanding and considered rude by Dutch natives.

Even though this translation is 100% correct, many companies do not want to set these tones because it won’t create an overall empathetic atmosphere towards their customers.

Consistent usage of brand vocabulary

Each company has its own way of communicating and use of vocabulary, and they all tell their agents to know their product and company in order to provide excellent support. Besides having the knowledge of products and/or services the company offers and its company procedures and policies, what does this mean?

This is why it’s important that support agents all use the same vocabulary. This also means for translators (yes, that’s you, Unbabelers!) that a little research is often required in order to deliver consistent translations. This can make it even more difficult for these professionals who work with multiple clients, each of whom has their own preference for tone and vocabulary. Just a few words here and there can make a huge difference.

Avoid negative phrases

This is something we don’t have to be worried about when we’re talking to people we know. However, when working or translating for customer support, it’s almost the beginning of the end when using negative phrases such as:

• I don’t understand
• There’s nothing we can do
• I am not sure
• I guess
• No

We’re often not aware of using the above phrases when we communicate in our day-to-day lives. However, if you’re writing, avoiding negative phrases and using language like the examples below can make the world of difference:

• OK, so let us clarify this one more time…
• I realize the nature of the problem, and I’m sorry to tell you that my hands are tied when it comes to this
• Based on what you’ve described, the issue is most likely…
• Yes, let me just transfer you to a different department

Create a dialogue

All of us have experienced those emails or phone calls from companies where it almost seems like you’re communicating with a bot instead of a person, and you don’t feel that your questions are actually being answered. Well, all customers hate scripts. They easily recognize when an agent is using a scripted response and it puts them instantly on edge.

Thankfully, an increasing number of companies have already moved away from scripts over the last few decades and are investing in training to provide their agents with the skills they need to have effective dialogues with their customers. For translators, this also changes their work. There will be more flexibility — and I personally believe that it’s more fun to work with, compared to a boring, unemotional script.

We can all agree that much focus is required when providing support, and equally so when translating. This article suggests some focus points that you can put into practice that will make your job so much easier and even more fun.

So, let’s keep in mind that tone changes within language. Create a rich vocabulary list. Forget about the negative phrases. And finally, try to talk with your audience like I’m trying to talk with you — without sounding like a bot or an automated script. Lol.