The importance of taking care of translation and customer experience

Translation and customer experience are inevitably linked if you have international customers. Taking care of customers by going the extra mile during the customer journey (from the moment they’re interested in our services until repeat purchases) makes the difference, regardless of the language they speak.

Many companies ignore the linguistic expression in the customer experience. They think that if the customer comes, it’s to stay.

Well, we’re sorry to break it to you: there’s a whole world of competitors out there ready to snatch your customers and build customer loyalty: combine translation and customer experience (or for short, CX).


Why is customer experience so important?

Customer experience is the strategy we use from the moment a customer begins dealing with us right through until after they have purchased the product or service. Our strategy must be aimed at generating a positive image of our brand and a good lasting memory to which the customer will turn to when they need a product or service such as ours again.

Generating a good impression on every customer is essential: after all, our acquisition efforts are enormous and once we get a customer, we want to maintain them.

Building customer loyalty is as important, if not more so than getting new customers. After all, reviews from satisfied customers are usually the biggest sales channels for companies.


Knowing your clients is key to boosting sales

Once we’ve a clear idea that we want to leave a good impression on our clients, and want to stay on their top of mind, it’s time to find out who are clients really are. It could be that they have very different profiles, or that our clients always belong to the same segment of population. It depends on what we sell.

Here the strategy is very similar to what we do when generating a target market, only there’s one distinct advantage: the clients have already approached us. Therefore, we have a general idea of their profile and often know them perfectly well.


customer experience


It’s important to understand our client segmentation. But also, the profiles that approach our company and to develop a customer experience strategy in line with their understanding of the world.

Nobody is convinced by a company that doesn’t communicate like they do, or like they want the company to address them. Study your customers and speak to them at their level whilst making their buyer experience the best possible!


Customer experience and translation: when customization is international

Our international clients are different from local ones. Each country has its own way of seeing things and cultural practices. We’ve explained this before: when we switch languages, we also change the values associated with the culture.


This is something to consider when dealing with our international clients: when translating our customer experience in another country, we need to know what does and doesn’t work in that country. Just copying the speech and the strategy we use in our own market, could have disastrous results.

Let’s take a real-life example: imagine that one of our regular customers is the father of a family. When this client approaches us, we want to send them a message that connects with them. This won’t be the same in every market, due to the different hierarchical systems in different cultures.

If our client is Mexican, a country in which social hierarchies are more natural, we could talk about “you deserve” our product or service or refer to the importance of this person as a breadwinner for their family.

In other places where this hierarchy is more in question, such as in Sweden or Finland, a discourse so focused on the importance of this father with respect to his family will not be as effective. In this case, perhaps the discourse should be aimed at the benefits that our product can have for everyone at home.


Customer experience in a global market: translation and cultural sensitivity

We’ve said it before; literal translation isn’t worth anything if our globalisation is to be effective. This is no different to the CX strategy for international markets.

Understanding who your current and potential customers are and trying to have a discourse in line with their values is crucial. You’ll be one step closer to maintaining them!

How do you do it? Easy. Contact a translation agency that understands other markets, explain your strategy and let them work their magic by adapting it through the transcreation of your texts.

There’s no better brand ambassador than a satisfied customer! Whether local or international!

About the author

Oscar Nogueras

Es el CEO de Ontranslation y dedica algunos ratos libres a escribir en este blog para compartir sus conocimientos sobre internacionalización, cross-border ecommerce y Traducción SEO. No es para menos, ya que entre su formación cuenta con una licenciatura en filología inglesa, un máster en tradumática, un posgrado en elearning y un MBA. En definitiva, una declaración de intenciones donde la cultura y los idiomas se sirven mezclados, no agitados.

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