All too often, language is an afterthought in an organisation's customer experience strategy. Yet in today’s customer-driven era, language is a key element of engaging with global customers as providing a relevant and personalised experience drives bottom line results.

Organisations’ need to address the demands of globalisation and ensure that their business speaks only one language – the language of its customers. However, localisation strategies must be adopted to not only address translation at a local level, but also the personal demographics of its target audience. In doing so, consumers will be compelled to share content and foster brand advocacy in their language of choice, giving marketers a competitive advantage and the ability to deliver the customer experience that truly defines their brand’s voice, globally.

To master the customer experience journey, marketers have to take into account how customers want to interact and that differs by country, culture and industry. Each industry has its own unique needs and challenges when it comes to language and translation. So it’s vital you personalise your marketing messages and copy based on the unique and specific requirements associated with your industry and target audience too. For example, life sciences companies require high quality, technical translations as they exist in highly regulated markets where an inaccuracy could impact a patient, while travel and hospitality companies must translate billions of words of customer reviews as quickly as possible.

So here’s five best practices for industry-specific translations:

  • Get up and running quickly with terminology databases pre-built with unique terms for your industries. Then expand it with terms and brand slogans specific to your organisation to increase the accuracy and specificity of your translations.
  • Use a translation management system tailored to the specific needs of your industries. Examples include the use of pre-set linguistic workflows to support regulatory requirements for the Life Sciences industry and secure workflows to protect sensitive information in the Finance industry.
  • Choose a machine translation engine trained for the industries you serve. This ensures higher quality and accurate output of high volume, real-time translations – you can be confident in your ability to translate more content than ever before.

  • Tap into domain expertise. Work with human translators who deeply understand industry nuances to ensure the most accurate translation possible.
  • Choose a platform that satisfies industry needs. Easily comply with standards such as ISO 27001 for data security, quickly and easily translate copy in support of real-time interactions with shoppers and travellers, or satisfy whatever your needs.

Global marketers who are able to successfully navigate the minefield that is localisation and translation as part of an overall customer experience strategy, will ultimately succeed in winning the hearts and minds of their international customers. And with the right partner, you can overcome time, cost and technical barriers to connect with your customers in new, meaningful ways.


By Paige O’Neill, CMO of SDL

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