Access to language support services translates into satisfied customers all over the worldThe need for interpreter services has experienced exponential growth in the last 20 years but, we have yet to see a corresponding increase in available services. In this first installment of a series, we will discuss why it is invaluable to have a language access plan and how to start developing one.
Every year, the US welcomes 75 million visitors (4), nearly 50% of which are from countries where English is not the official language (2). In addition, 24% of the US population experiences some degree of difficulty communicating effectively in English. We can only expect this number to increase since it has been the trend for the last 20 years (1). This introductory part of a series will discuss how to identify language needs, select the type of services to provide, and the legal obligations business have as outlined by Title VI of the Civil Rights Act of 1964 (3).
Language Access Plan: Needs Assessment
Identify your target population
Keeping current and correct demographic information of each customer that will receive language services is essential. The first evaluation of a client will be important to determine whether the customer will need language services in the future, the type, and the extent. For instance, asking about the language spoken at home and recording language, age group, and literacy level will be helpful to determine the extent of these services. Electronic Medical Records Systems are useful to keep track of and analyze information for this purpose. Training your front desk staff on how to better collect and record this information will improve its quality of it.
Assess the needs of your target population
When developing your language services plan, it’s important to identify the specific points of contact where language support will be necessary. This includes determining the level of interaction that will take place between your customers and staff. For instance, your clinic’s front desk may require telephonic interpretation, while a physician delivering sensitive information may need an in-person interpreter.
It’s important to understand the preferences of your clients in terms of the goods or services. By identifying the products that your target population is consuming, you can focus your efforts on providing related services. This can help you better meet the needs of your clients and improve your overall business strategy. Do your customers prefer to shop online or to have a face-to-face interaction?
Set objectives
Your goals will determine the type of language access you will need. Do you want to get compliance, sell a product, or offer a service?
Determine the method of delivery of services
Consider factors such as the specific type of services, geographic location, the stage of the business process where these services will be required, and the anticipated duration. For instance, if a clinic’s front desk serves as the primary point of contact, telephonic interpretation might be the most suitable choice. Understanding your customers’ needs empowers you to make informed decisions about the services you will provide, ensuring a tailored approach that meets their requirements effectively.
Establish a timeline
Establishing a timeline for implementing interpretation and/or translation services involves assessing specific needs and making informed decisions based on the collected information. Determine when to initiate the process, the types of services to offer, and the appropriate timing based on the identified requirements. By carefully considering these factors, you can ensure a strategic and timely implementation that aligns with the unique needs of your organization or project.
Document trends
Keep track of the utilization of services. Some industries see an increase in the demand for language access on a seasonal or monthly basis. For example, schools have an increased need for interpreters at the end and the beginning of the school year.
Assess the quality of the services. Customer satisfaction surveys are crucial to ensuring the appropriate use of resources.
Plan for the unexpected
It is always a good idea to have an emergency plan of action that will allow you to solve last-minute needs for interpreters.
Ensure compliance
It is important to know the laws and regulations of your industry regarding language access, the level of compliance required will depend on the government-sponsored services you provide. For instance, Title VI of the Civil Rights Act of 1964 (3) regulates many aspects of healthcare since this industry provides services through Medicaid and Medicare.
Conclusion
Setting up a language access plan early in the life of your business will open your doors to a sizable market of potential customers and commercial partners. Most importantly, will also save you time and legal troubles, allowing you to gain traction in the community and to improve customer loyalty. However, not every service has to be in place all the time, but it is best to be prepared with a list of resources when the time comes.
Once you have identified your language access needs, select an interpretation company to help you prioritize your needs and set up a budget.
Planning ahead for language access services whenever possible will save time and money and help to set up a more efficient work schedule.
The use of technology-enabled language access for tasks that can be automated without compromising the customer’s experience or safety will be discussed in our following article.