Many people believe that professional translations are superfluous in a world where everybody speaks at least two languages. I like the arguments presented below as counter-perspective, so I republish the section on my blog page..
Any company that makes the decision to “go global” will soon have a need for translation in order to communicate with their customers, vendors, or employees in other parts of the world. To achieve successful market entry in a new locale, companies need to develop versions of their products and documentation that are specifically tailored to their customers’ language and cultural preferences. In some regions, translation of products and associated materials may even be a legal requirement before local business activities can even begin. As international corporations become more and more aware of their translation needs, they realize that they must formulate an effective product globalization plan to ensure that their products and information are made available in the language of their customers and partners efficiently and accurately.
In today’s global business world companies must be agile and competitive in the face of increasing global competition. In this “globalized” environment, it is imperative that these companies deliver a unique customer experience and a clear vision of their global brand while minimizing time-to-market. For companies in this situation, the benefits of offering high-quality translations are clear:
Customers are more likely to purchase a product translated into their native language and adapted to their local requirements and cultural preferences.
- Localized marketing ensures better understanding and reception among potential customers, thereby increasing awareness and creating a consistent brand image on a global scale.
- Customers experience greater satisfaction with localized products, and this, in turn, stimulates customer loyalty.
- Translated documentation enables end users to maximize their use of a product and its features.
- International customer support costs are lower when products and documentation are available in the local language.
- In many situations, the availability of localized products or content may be the deciding factor that makes a company stand out from the competition.