When a Customer Is Experiencing a Language Barrier
Robert Bacal
THE SITUATION
One of the biggest challenges in customer service involves dealing with a customer who has trouble understanding how you talk or is difficult to understand. While you’d think this happens primarily when dealing with someone born in another country and whose mother tongue is different from yours, it can also happen when people with different accents are talking.
TECHNIQUES USED
■ Plain Language (1)
■ Ask Probing Questions (2)
■ Summarize the Conversation (3)
DIALOGUE
In this example, the customer appears to be having difficulty making his needs understood because his native tongue isn’t English. In addition, he seems to be having difficulty understanding what the employee is saying.
Customer: [asks employee a question that employee does not understand]
Employee: [talks slowly, calmly] I’m not sure I know how to help.Do you want help with insurance (1, 2)?
Customer: Yes, insurance.
Employee: OK, good. Car insurance (1, 2)?
Customer: No, no car.
Employee: House insurance (1, 2)?
Customer: Yes, yes.
Employee: OK.You own a house and you need insurance (1, 3)?
EXPLANATIONS
There’s no easy solution to a language barrier. The best solution is to connect the customer with someone who speaks his or her language or who might be better at understanding the specific accent. But that’s not always practical.
In this example the strategy is clear. Throughout, the employee uses some plain-language strategies (1). In particular, he breaks down the conversation into smaller “bits” and short sentences and questions. Here’s why. A person struggling to understand another language has a lot to think about. It helps if he or she has to think about only one small thing at a time.
You can also see the use of probing questions (2), which in this case are short and can be answered with either a yes or a no. Again, this simplifies communication.
In (3) the employee summarizes the conversation so far. In effect, he checks with the customer to verify that they both understand the conversation.
HINTS
The most important aspect of dealing with a language barrier is patience. Remember that it’s frustrating for both of you, but it’s your job to make sure the communication works. Avoid any and all signs of frustration.
Don’t speak louder. When there’s a language barrier, people tend to yell, which makes you look foolish, startles the other person, and is antagonistic.
Speak slower and clearer. Use shorter sentences and questions. Don’t overload the person.
If you get stuck and can’t get beyond the barrier, one of your colleagues may be better at communicating with that specific customer. People have different ears for language and accents, so someone else might be able to help the customer more effectively.
See Also: 7. When You Need to Explain a Company Policy or Procedure