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The Role of Translation in Customer Experience

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A fundamental element when doing business on an international scale is the role of translation in customer experience or CX. You must keep in mind that the customer experience is key to the healthy growth of our business and influences the company’s brand image and reputation.

Well, the way we address our current or potential customers will be decisive in their attitude towards us; we need to convey our interest, our understanding of each country’s culture, our attention to detail and our commitment to quality. Fewer things cause a worse impression than incorrect or sloppy text, I’m sure you’ve noticed. A quality translation is the cornerstone of international customer communications.

Translation, our voice to the customer

We live in a globalized world. Doing business on an international scale has never been easier; the Internet and social media make it easier to expand into other countries. In this context, translation becomes the support and vehicle of our communication with the client. A quality translation must take into account at least the following parameters:

· Correct grammar. Any translation must be grammatically correct, have correct spelling, ensure the use of a wide and accurate vocabulary, and employ the right terminology in each language for the subject matter.

· Meaning. The translator must question the meaning of phrases, words, expressions and paragraphs in the original language to ensure that they are accurately conveying that meaning. It’s never a question of simply doing a literal, word-for-word reflection of the source text.

· Tone. Your translations must be able to convey the tone in which you wish to address your clients. Depending on the type of business, your company’s style, and your client’s profile, you will need to use a more or less cordial, friendly or formal tone… This is reflected in nuances that a good translator must know how to capture in the original text and translate into the new language.

· Culture. Any translation must take into account the cultural differences between countries. What is appropriate or advisable in one place may be offensive in another. There are languages that have more formal language (the formal “you”, usted, in Spanish) that others lack… Your translator must have a background that allows them to propose the most appropriate text for the country into whose language they are translating.

· Consistency. The style and tone with which we address our clients, the terminology we use and, in general, everything that affects our communication must be consistent throughout the channels we use (telephone, web, blog, social media…). This consistency must be translated into each language, something that can only be achieved through professional translation.

For all these reasons, your safest bet for the international expansion of your business is the use of the services of a translation agency that understands and properly manages the role of translation in customer experience. You will know that your communication with your customers is in the hands of experts, professional translators whose work will offer you every guarantee, actively contributing to the growth of your business.

This post is also available in: Español (Spanish) Français (French)