Providing Multilingual Support with Intelligent Content

Summary

Today, customer support isn’t just about solving problems—it’s also about ensuring that your customers feel truly heard and valued, regardless of the language they speak. However, trying to hire customer service agents that speak all the same languages as your customers can be prohibitively expensive, if not impossible. This is where intelligent content comes in, providing a cost-effective way to bridge this gap and ensure that your customers feel truly supported.

By the end of this article, you’ll discover how the modularity and reusability of intelligent content can help your business deliver personalized support in multiple languages to enhance your customer journey. With intelligent content, you can create support content once, localize it to your customers’ languages, and repurpose it across different places to ensure consistency and enhance the customer experience. We’ll also explore some elements of intelligent content that may already be integrated in the CRM tool that you are using, and how LightWeave Scribe, a document-based media creation tool, can help elevate your support workflow.

Introduction: The Need for Multilingual Support

Have you ever encountered miscommunication with a customer due to language barriers? While your knowledge base may contain comprehensive documentation, machine-translated versions often fall short for non-English-speaking customers. The translated content may seem off or confusing, which can make it harder for customers to get the assistance they need.

In an era where people from all over the world have access to your products, businesses need to cater to a global customer base. While English remains a widely spoken language, it's essential to recognize that not everyone in your customer base speaks it—and even those who do may not be fluent or may prefer communicating in their native language. Providing multilingual customer support is crucial to ensure that every customer receives effective and personalized assistance in the language that they’re most comfortable with, which is an important factor in making them feel valued and supported.

Utilizing Intelligent Content

One route that some businesses may take is recruiting a team of customer service agents who speak different languages, ensuring that most customers’ languages are covered. However, this is not always feasible. Small businesses may struggle with the cost of hiring a larger team, and even larger companies may view this approach as inefficient.

This is where intelligent content comes in. Intelligent content lets you create, manage, and deliver information that is personalized to each customer. Intelligent content is structured, modular, and reusable—enabling you to deliver the right content to the right person and in the right language, all without having to rewrite or reformat content for every interaction or platform.

Key Benefits of Intelligent Content:

Cost-Efficient: Reduce the need for multiple translations by localizing content modules once, and then repurposing them across different channels.
Consistent: Ensure that updates are propagated automatically across all channels, maintaining consistency and accuracy.
Personalized: Deliver content that suits each customer’s language and context, enhancing their overall support experience.

Intelligent Content: Structured, Modular, and Reusable

Structured

You can think of structured content like a well-organized filing system for your support content. When your content is structured, it's neatly arranged into clear categories with labels, making it easy for your team—as well as your systems—to quickly find and update the right information.

When your content is well structured, you’re able to update articles at scale as well as deliver consistent, accurate responses to your customers. It’s the essential foundation that makes all the other benefits of intelligent content—like modularity and reusability—possible.

Modular

Intelligent content is modular, meaning it is created in modules (components) that can later be assembled together. It’s like building blocks you can mix and match. Instead of writing a new response or article each time, you can create small components that can be assembled into things like automatic replies, help center articles, or knowledge-base components. When one of these blocks needs to be updated, the change automatically shows up everywhere it's used, saving you time and keeping everything consistent.

Reusable

Having reusable content means you only need to create and translate a piece of content once, because you can repurpose it across multiple places. This approach not only cuts down on the time and effort required to manage your support content, but also significantly lowers translation costs.

Moreover, with modular components, you can easily repurpose your content for various customer support channels, ensuring that every customer receives accurate and consistent assistance in their own language without requiring a large multilingual team.

Leveraging Existing Tools

Let’s look at a specific example from one of the most popular CRM tools: Zendesk. Zendesk includes a feature, called Dynamic Content, that allows you to create structured, modular, multilingual components. These components can be created once and then repurposed across multiple locations.

Once you’ve created these components with the Dynamic Content feature, you can then reference them via placeholders in automations, macros, and triggers. This ensures that every piece is reusable in multiple locations—translations need to be done only once, and the content can be made available and updated consistently across various channels.

Moreover, you can integrate third-party apps with Zendesk to simplify the translation and localization process. No need to copy and paste content manually to and from Zendesk—platforms like Lokalise help you streamline this process by allowing you to export content, perform the translation, and import it back to Zendesk. Agents will still be able to verify translated content directly in Zendesk if needed, ensuring that it is ready to be referenced.

Next Steps: LightWeave Scribe

Intelligent content helps you enhance your customer support strategy, bridging language gaps and creating a more personalized, efficient, and consistent customer experience. This approach ensures that each of your customers feels truly heard and valued while still optimizing operational efficiency. It also helps to reduce the resources required to make sure that your support content—along with its localized versions-–remain up-to-date in a more efficient way compared to manual processes.

We believe that the things we discussed here represent only a tiny fraction of the potential creators can unlock with intelligent content—and that’s why we’re building a new technology, LightWeave, to make it easier for everyone to create intelligent content. We believe in building this technology in cooperation with the community, and we deeply value conversations with creators to help us understand how we can build it in ways that truly support creators.

We’re currently developing LightWeave Scribe, a document-based media creation tool that allows you to create intelligent content that can be adapted according to your needs. Any changes to content modules will be reflected everywhere they are referenced, which ensures that your support content remains up-to-date and consistent.

If you’re interested in learning more about intelligent content, or would like to join our user community, we hope you’ll check out our other articles and sign up for our early-access list! You will be able to get the opportunity to participate in shaping the development of LightWeave Scribe through early access and beta programs. Click the link on our home page to sign up!