Why your End-Users’ Experience Has to Factor in Your Supplier Evaluation

Why your End-Users’ Experience Has to Factor in Your Supplier Evaluation

Without your customers, your business wouldn’t exist. The importance of making sure that they’re nothing less than delighted by your brand is obvious. After all, there’s no use perfecting a product or service if your customers are walking away with anything less than a smile on their face. In fact, it’s predicted that “by the year 2020, customer experience will overtake price and product as the key brand differentiator” according to this article by Clarabridge, a customer intelligence platform. Unfortunately, many companies looking to outsource their localization requirements fail to include this aspect in their supplier evaluation.

When localizing your offering, the importance of gifting your market with a great interaction with your brand is paramount.

Chances are, when entering a new market or territory, your potential customers have had no previous interaction with your brand. The advantage of this blank slate, so to speak, is that you’re able to position your brand any way you want, without being up against historical consumer sentiment. In other words, this first impression can set your company on the road to resounding success or jeopardize your localization efforts. One thing’s for sure though, regardless of your offering, your customer’s experience with it is make or break.

From online to in-store, your assets need to be localized in a way that puts the customer first.

The only way to ensure that your localized assets result in delighted customers? By including this requirement in your supplier evaluation, you’ll be able to choose an LSP that knows who your customers are, as well as what they want and need. And we’re not talking a vague idea – they need to have in-depth insight and experience in creating localized assets for your particular target market. Think of it this way, everyone loves getting a thoughtful gift on their birthday, but the definition of a great gift is dependent on the recipient. A My Little Pony might make a five-year-old’s heart sing with joy, but it’s not bound to impress a 35-year-old engineer. In other words, your customers’ priorities when it comes to customer experience will differ widely from market to market; just because you’ve finessed your customer experience in one market does not automatically mean that these considerations are relevant to your new target market.

Your LSP (localization service provider) of choice needs to prioritize your customers’ experience as much as they do quality and efficiency.

It goes without saying that your supplier evaluation has to take factors such as reputation, project management ability and expertise into account.  Just as crucial though, is an emphasis on your customer’s experience with your localized product or service. It’s pointless having a website, for example, that’s accurately translated, but is difficult to navigate. Every single aspect of your localized asset has to offer your customers ease of use, convenience and an overall enjoyable experience, and the onus is on you to ensure that your supplier evaluation takes this into account.

Your supplier evaluation is your responsibility, supplying you with localized assets that result in your customers’ delight is ours. Contact us today to find out more about our translation services and how we prioritize the end-user experience.

Image Credit: www.avoka.com

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Need to Know: Localizing Your Social Accounts for Your Marketing Communication Strategy

Need to Know: Localizing Your Social Accounts for Your Marketing Communication Strategy

When entering a new market or territory, you want to gain as much brand exposure as possible.

In order to do just that, this content needs to be localized: taking cultural sensitivity and nuance into account and delivering a clear marketing message in an easily understandable way. Consistency in your marketing communication strategy is key, in order to maintain your brand’s tone and voice in a way that takes the unique characteristics of the market in question into account.

One of the most potent tools of a marketing communication strategy is social media.

So potent in fact, that marketers invested $23.8 billion on their social media strategy in 2015, emarketer reports. What’s more, it’s predicated that this will reach $35.98 billion by 2017. Take the rise and rise of Facebook for example: with over 1 billion daily users the platform engages users from San Francisco to San Jose. In addition, social channels including Instagram, Twitter, LinkedIn and SnapChat are also growing in popularity by the day, due to the fact that mobile access is almost ubiquitous. PC Mag reports that: By 2020, global smartphone subscriptions will more than double to 6.1 billion, 70 percent of people will use smartphones, and 90 percent will be covered by mobile broadband networks.” In other words, social media marketing is an invaluable aspect of your marketing communication strategy when entering a new market. The question then, is how do you go about localizing your social accounts?

Before you set up a localized social media strategy, you need to have a crystal clear picture of the target market at hand.

There’s no point in attempting to integrate social media in your localized marketing communication strategy if you have no idea who you need to talk to, and what they want to hear. Start by working with a localization service to identify your target market, and all of the demographic, cultural and linguistic considerations that come with it. Identify the ways in which they use and interact on social media, their buying behavior and the influence the local infrastructure, economy and political climate has on their relationship with brands.  

Once you’ve established the relevant minutiae of your target market, you can create a localized marketing communications strategy and then use social media to amplify its reach.

Your marketing communication strategy spans from your website to below-the-line marketing material. Every single aspect, from your website, branding and press releases, to your product manuals, packaging and use of images and video need to be properly localized before you can even think about using social media to augment your brand’s reach.

Once all of your content has been translated and localized, can you add social channels into the mix.

In order to make sure you’re targeting the right social users, the research and information gathered from the localization of your entire marketing communication strategy can be used when localizing your social accounts. This data is only half of the equation though. Making use of hyper-localized targeting tools offered by social channels is paramount in order to ensure your social content is as effective as possible. It’s these finely-tuned segmentation and data-gathering tools that Facebook and the likes owe their efficacy to – allowing marketers to hone in on their audience using incredibly specific criteria. For example, you’re able to segment your target market via criteria including their location, interests, buying behavior, social activity and keyword search. Importantly, this benefits not only your marketing endeavors, but your market too, as it provides them with information that is relevant, and of value to them.

Download your copy of The Psychology of Marketing Messaging to learn more about creating messages that your customers respond to.

Image Credit: www.fijuradesign.com


Marketing messaging guide

The Legal Implications of Poor Document Localization

The Legal Implications of Poor Document Localization

Think document localization isn’t a case of life or death? Think again. The majority of documents that require localization pertain to highly-technical industries including healthcare, construction, mining and manufacturing. In industries like these, users of manuals and guides rely heavily on accurate instructions and manuals in order to carry out their jobs safely and effectively. It’s crucial then that all document localization is not only accurate, but is cohesive, contains the correct terminology, takes cultural sensitivities and conventions into account and is formatted correctly.

Defective technical document localization can have a ‘butterfly effect’, with disastrous – and even potentially fatal – consequences.

The grave consequences of inaccurate document translation is demonstrated by an incident that occurred in Dusseldorf, Germany in 1996. Jody Byrne writes in Caveat Translator: Understanding the Legal Consequences of Errors in Professional Translation published in The Journal of Specialised Translation  that users of a bread-making machine were placed at serious risk when the machines began emitting toxic fumes. Due to a single discrepancy in the translation, the word dampf (steam) was replaced with the word with rauch (smoke). This meant that the manual read that users shouldn’t be alarmed if ‘smoke’ was released during operation. In a classic case of Murphy’s Law, the machines were faulty, causing them to overheat and release clouds of smoke. Seeing as though the instructions deemed this as perfectly normal, the operators only realized that something was amiss once noxious gasses had filled the room. The manufacturer was made to pay compensation to those affected and recalled the product. Fortunately, neither they nor the translator were sued for negligence, even though there was enough evidence to deem them both as negligent. The article goes on to say that the translation in question: “…breached various EU directives and national product liability laws and consequently the product could have lost its CE certification and the product would have had to be recalled.”

A Puerto Rican gas explosion is a tragic example of the dire consequences of defective document localization.

This harrowing incident saw an office building explode, killing 33 people and injuring more than 80 people, Byrne writes. The cause of the explosion was a gas leak that remained undetected, despite numerous inspections by the San Juan Gas company (SJGC). As it turns out SJGC workers had not received adequate training by the company’s owners (the infamous and now defunct Enron). It also emerged that the training program relied heavily on training manuals and documents, but did not test employees to ensure that they had fully understood the material. As it turns out, the original training manuals were in English, which suggests that defective translations were to blame. The final incident report “refers on a number of occasions to language and communication problems and recommends that training and materials be provided by trainers who are native speakers of Spanish to ensure that “critical technical information is not lost in the translation process””, writes Byrne.

While the legal ramifications of defective document localization are dependent on the country at hand, one thing is clear: both the translation service and client can be held responsible.

What does this mean for you? In order to protect your own assets (and reputation), you need to make sure that you’re using a reputable translations service that is well-versed in localizing documents for the industry and audience at hand. The above examples of inferior document localization and translation reinforce the gravity of the issue as well as just how crucial it is to make sure your document localization is performed by a quality LSP (localization service provider).

Rubric supplies leading global brands with quality document localization that enables them to rest easy. Contact us today to find out more about our superior document translation solutions.

Image Credit: www.westervin.com

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Why this social experiment proves cultural sensitivity is everything.

Why this social experiment proves cultural sensitivity is everything.

If you consumed some form of digital media in the past month, chances are you’ll be familiar with a social experiment dubbed “Perceptions of Perfection: Part ii”. The initiative, rolled out by UK based online pharmacy Superdrug Online Doctors saw graphic designers from all corners of the globe retouch the same image in line with their culture’s image of the ‘perfect man’. Once all the images were sent back, the project’s founders were left with nineteen versions that were all vastly different from the original, as well as from each other.

Each different designer’s unique interpretation of this concept emphasizes just how differently we see the world around us.

Participants were given artistic license as to how they could alter the image, which resulted in changes being made to skin color, body hair, eye color, muscularity and even underwear. In an effort to demonstrate that there’s no such thing as an universal ideal, the project’s press release said: “Watch [the image] evolve based on each culture’s beauty standards and ethnic norms: barrel-chested or slim, muscular thighs or sinewy legs, wide eyes or hooded lids, a smattering of body hair or a baby-smooth body.” While Perceptions of Perfection aimed to highlight the importance of health over image, as well as to promote body confidence – regardless of what your particular body looks like – the findings aren’t only of interest to anthropologist and socialist, but to companies looking to localize their products too.

So what can we learn from this demonstration on the unique characteristics of various cultures?

The biggest takeaway from the way the designers altered the image is that cultural sensitivity and nuance is a subtly entrenched aspect of every single culture. But that’s where the similarities end. While all of the retouched images still resembled a man, their subtle (and in some cases, glaringly obvious) tweaks emphasized the fact that no two cultures view the world in the same way. Just as there’s no such thing as a global ideal of how the perfect man should look, there’s no one-size-fits all approach when it comes to branding, images, colors and messaging. If you showed China’s rendering to someone in, Russia, for example, upon insisting that this was in fact, the very definition of an ideal man, you’d have a hard time finding anyone who agreed with you. Hop on plane to China however, and most people would probably concur with you.

The interpretation of both visual, written and audio content is completely dependent on the culture at hand.

Our cultural climate influences our relationship with myriad things: from a photograph, joke or common turn of phrase, to an instructional video, press release and even, product packaging. For companies in the process of expanding into a foreign market, being cognizant of cultural sensitivity should be top of mind. Unfortunately, this is not always the case. Countless instances of cringe-worthy localization abound. One such example saw the Helmsley Palace Hotel in New York equate staying at their establish with a ‘stay’ at the Taj Mahal, According to Translation Directory, What their marketing department failed to realize however, is that the Taj Mahal is in fact a mausoleum, which is probably the last place any living person would want to spend a night.

Make sure that all of your product localization prioritize cultural sensitivity by contacting us today to learn more about how we created quality localized assets that seamlessly fit into the culture at hand.

Image Credit: onlinedoctor.superdrug.com

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Six common concerns about working with a localization service provider

Six common concerns about working with a localization service provider

Misconceptions about the relationship between a localization service provider and their clients abound. Just like urban legends, fallacies painted as the truth endure. We’re all for spooky tales being told around the campfire, but when it comes to localization service providers, these mistruths can cause unnecessary panic about your impending localization process. In an effort to shed some light on some of the most common concerns out there, read on to see if your apprehensions about working with a localization service provider are more fairy tale than fact.

  • “My team will have to work under time pressure to make amendments and changes across all languages.”

An already tight deadline means time is of the essence, which means you may be concerned that the back-and-forth of implementing changes across various mediums – in multiple languages – will add even more pressure to existing time constraints. A localization service provider should be able to provide you with a plan that tackles the bigger picture of your localization requirements. This involves putting procedures in place that enable all content and assets to be localized in the most efficient manner possible. We tackle the localization project holistically, implementing streamlined project management processes and tools that cut down on the unnecessary and incredibly stressful game of ‘hot potato’ that many companies unwittingly endure when orchestrating the localization of their assets.  

  • “There’ll be a considerable delay between receiving translated material and the time when the product gets to market.”

As mentioned in the point above, time is often not on the side of companies localizing their offering. Many brands worry that by making use of a localization service provider, the delay between receiving translated material and the roll-out of it will be even lengthier. A reputable LSP – like Rubric for example – has extensive experience which informs our delivery of quality translated material, enabling us to cut down on time to market, while ensuring that all translated material is of the highest possible quality. The reason we’re able to set our clients’ minds at ease? We equip them with the right tools and skills sets and advise them as to the best way to achieve their localization strategy.

  • “The reviewing process will eat up what little precious time we have.”

Quality checks regarding accuracy and messaging don’t have to take up a considerable amount of time. We act as an interface for the review process; in other words, we’ve built this vital part of the localization project into the entire localization process. By incorporating the review of all material as an intrinsic part of the entire process, our clients are able to eliminate gremlins and errors right off the bat.

  • “I’m not comfortable with handing over the reins entirely.”

High stakes and even higher expectations from the upper echelons of your company mean that you can’t afford to lose control over any aspect of the localization process. The good news is, you don’t have to. We approach the localization process as a partnership. By collaborating closely with our clients, they’re involved and kept in the loop from start to finish. Our ability to provide you with quality localized material that meets all expectations relies as much on your expertise as it does ours. By working together, we’ll make sure that you’re actively involved from beginning to end.

  • “I don’t want to work with nameless, faceless translators.”

If you’ve ever had to call a company for technical support, only to get through to someone who’s familiar with the product, but whose instructions are clearly scripted (rendering them useless the majority of the time) you’ll know all too well how refreshing and important it is to work with someone who’s not just a collection of pixels on a screen. (Or a distant voice in the ether.) We put our clients in touch with their specific translation experts, enabling them to forge a relationship that’s incredibly beneficial as to the quality of their translations.

  • “I don’t want to pay for services that I’m not sure I actually need.”

As we’ve mentioned before, no two localization or translation projects are the same. We’ve made our pricing transparent so that you know exactly what you’re paying for at any given time. By tailoring our services to your particular needs, you’ll only pay for the services that are necessary. What’s more we’ve priced our consulting and services at a competitive rate in order to make sure that you get real value for your money.

Not all translation agencies are made equal. We offer localization services that empower your entire localization department. Contact us today to find out how we can provide you with solutions that take the stress out of localization.

Image Credit: www.festivaldulivredenice.com

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