Professional Localization Improves CX

In a rapidly shrinking world, facilitated by fast processors and high bandwidth, internet enables companies to connect with customers in every corner of the globe. Customers demand the best experience in order to find affinity to brands and products. Professional localization improves customer experience (CX) allowing customers to feel connected.

Assuming that international customers would commit to purchasing a product or service because an organization has employed a salesforce on the ground is partly right. However, not delivering an experience that customers are used to or offered to them by your local competitors will hinder building that relationship with your clients. Organizations must remember that their customers may speak and understand English, but if communications, marketing and product information is not localized, they will find the offering foreign and most likely irrelevant.

Professionally localizing the product and its related information enables customers to learn in their own language and in the context that appeals to them from a cultural, socio-political and other aspects.

To understand what customers expect, it is important to analyze the regional norms and cultural nuances. For example, in parts of the world such as India where English is a dominant language, customers like to see vibrant colours on product packaging, less text, more product images and a physical experience of the product. Similarly, customers in China expect more imagery, but less pictures of people but more of landscapes and designs. Translating the product related text is just a component of localizing the product for the local customers’ tastes and preferences.

Unlike translating content for social media, localization of product documentation and texts involves a set of quality steps and cultural testing for local experience and acceptability. Up and coming brands that try to use short cuts for reaching local markets may find themselves with localization blunders that satirically will land them in public eye, or worse they may find themselves in an unforgivable situation where customers may boycott their products. There are countless examples of localization mistakes and blunders that have landed brands in hot waters. If you are in a situation where you need to expand beyond your local markets, reach out to a professional localization agency to help you through every step of the way for a successful go-to-market strategy.

We help companies and government agencies of all sizes communicate with their audiences in their local languages and provide professional translation of rare languages. Contact us today to learn more or to discuss your situation with us.