When Empathy Gets Lost in Translation: Synchronous Voice Support

Davit highlighted how businesses can harness real-time translation to capture diverse customer voices, deliver personalised support, and drive faster resolutions, ultimately transforming customer service.

Excerpts from the interview:

What are the main frustrations customers and agents face today, and how does real-time voice translation help overcome them?

One of the biggest frustrations for customers is not being able to fully express themselves clearly, especially when language becomes a barrier. On the other side, support agents often struggle with misunderstandings that slow resolution times and ultimately impact customer satisfaction. 

Synchronous voice-to-voice translation helps to remove those barriers. It allows customers and agents to speak naturally in their own language while enabling agents to focus entirely on solving the issue at hand. 

The result is faster, clearer, and more human interactions – improving outcomes for both the customer and the business.

How does real-time translation build trust and empathy during high-stakes conversations, like financial or emergency support?

In high-stakes conversations, whether in financial services or emergency support,  trust and empathy hinge on speed and clarity. Traditional translation methods introduce delays, a sense of detachment, and even potential risks if sensitive conversations are routed through third parties. 

Real-time voice translation eliminates those delays while keeping conversations private and immediate. Customers feel heard in their own language, agents can respond with empathy in the moment, and organisations can trust that the interaction remains both human and secure. 

That immediacy builds confidence and creates emotional comfort exactly when it’s needed most.

How does speaking to a customer in their preferred language redefine personalisation at a more human, emotional level?

When most companies talk about personalisation, they’re usually referring to product recommendations or tailored offers. However, true personalisation is about making customers feel valued. 

Speaking to someone in their preferred language goes far deeper than algorithms – it shows respect for their identity, builds emotional connection, and creates an immediate sense of belonging. 

Real-time translation turns an interaction from transactional to relational, making customers feel genuinely understood.

How can businesses utilise insights gained through translated conversations to better understand diverse customer needs and optimise service delivery?

Real-time translated conversations generate a wealth of insights from voices that were previously overlooked or difficult to capture at scale. 

By analysing these interactions, businesses can identify patterns in customer needs across different regions, detect emerging pain points earlier, and adapt service workflows with greater precision.

For CX leaders, it means optimising delivery with a genuinely global perspective – one where no customer voice is lost in translation.

Do you see AI translation becoming a standard in global customer service, and how might that change the CX landscape?

Yes, AI-powered translation is on track to become a baseline expectation in customer service, much like live chat or self-service portals did a decade ago. Once customers experience the ability to be understood instantly in their own language, they won’t accept going back to slower or less inclusive options. 

Over time, this shift will reshape the competitive landscape. CX leaders will no longer compete on whether they can serve customers across languages, but on how effectively they deliver service with empathy, clarity, and speed. 

The true differentiators will be the quality of the interaction and the ability to resolve issues seamlessly, regardless of geography or language.

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