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.
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