Breaking the language barrier: how real-time translation is reshaping CX’s future

Of all the AI tools transforming the customer experience (CX) landscape, real-time translation may be the most disruptive. It’s going to revolutionise the traditional contact centre model, so if you’re clinging to outdated notions about voice translation – and its previous shortcomings – it’s time to take another look.

 

Real-time translation has long been used in non-voice interactions but applying it to voice is new territory. Today’s cutting-edge tools are bi-directional, letting participants speak naturally in their native languages, and translate conversations nearly instantly.

 

With the right technology (and associates who know how to use it), brands can break down geographic barriers, cut costs and improve experiences. It’s one of the biggest trends impacting CX in 2025 and beyond.

 

Transcend geographic barriers

 

Brands have long had to choose contact centre locations based on their language needs. Serving Spanish-speaking customers, for instance, has traditionally required centres to be located in Spain or Mexico. This time-consuming and expensive approach forces brands to forego geographies that best suit their needs simply because they must satisfy language requirements.

 

With AI-powered translation tools, the world is opening up rapidly. AI can instantly translate dialogue between customers and associates, no matter where in the world they’re located, so brands can suddenly deliver exceptional CX from anywhere on the globe.

 

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Tools improving conversational clarity, such as accent softening, noise cancellation and real-time translation, are boosting experiences for customer and associates alike.

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At TTEC, we’re seeing firsthand how CX geography is expanding. Countries such as Rwanda, Egypt and South Africa are emerging CX hubs where companies can save money without sacrificing service.

 

These regions boast highly skilled, digitally savvy associates and have made expansive investments in infrastructure. They’re also places where brands can invest in making a lasting impact. Tools such as real-time translation and accent softening make these lower-cost locations viable options for brands. And when language requirements no longer drive decisions about contact centre locations, companies can choose geographies that expand their talent pool of highly skilled associates.

 

Reduce cost to serve

 

Saving money in the contact centre can’t come at the expense of CX. Real-time voice translation lets companies uncover savings without sacrificing customer experience along the way.

 

One multilingual associate augmented by AI, for instance, can do the work that previously required several bilingual associates. Associates become more efficient and effective. Companies, including one major retailer, are already seeing tools such as voice translation, accent softening and noise cancelation facilitate better and quicker resolutions.

Translation and accent softening tools, in particular, let brands hire from lower-cost talent pools such as India without worrying that language and accent barriers might hinder CX. They also eliminate the need for costly external translators. All the money saved on these labour costs can be invested in other parts of the business.

 

Make interactions better, faster

 

Any investment in AI should be driven by the customer journey. Adopting tools merely for technology’s sake won’t help if the underlying customer journey is broken. Technology is only useful if it’s easing a pain point.

 

In this regard, real-time translation and other AI-powered conversation tools are already proving their worth. Clear communication during interactions – instantly translated, free of background noise and accent-neutral – is directly tied to higher NPS and CSAT. Customers perceive these types of interactions as seamless and personalised.

 

Associates feel more comfortable and empowered in their jobs when they don’t struggle with communication issues. They stay longer and perform better. They even become more likely to uncover and capitalise on upsell and cross-sell opportunities during service interactions. Eliminating language and accent barriers can transform contact centres from cost centres into revenue generators.

 

Drive results with proven solutions

 

Voice translation tools of the past were plagued by shortcomings. They took too long to translate, caused frustrating lag times, couldn’t support many languages and were awkward to use. Instead of helping, they just frustrated customers.

 

But recent advances in AI are changing the game. A new era of voice-to-voice translation has begun.

TTEC’s award-winning translation tool Addi, for instance, supports more than 30 languages and translates speech in less than a second. It provides natural-sounding AI voices and lets brands access flexible support options for genders, languages and regional accents. It also generates transcripts of every conversation, which brands can use to cull actionable insights to guide future business decisions.

 

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TTEC’s award-winning voice translation tool makes interactions quicker, less frustrating and more seamless.

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We project Addi can reduce spending on human interpreters by more than 80 per cent, reduce spending on challenging language support by $5,000 to $30,000 per full-time equivalent per year, and reduce handle time and frustration.

 

Today’s AI-driven voice translation technology is in a completely different league compared with its predecessors – and it’s reshaping the contact centre landscape.

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For more on how voice translation and other CX trends will transform contact centres, read our 2025 CX Trends strategy guide

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