Why Do Global Companies Need Quality Language Solutions?

Introduction

Global businesses rely on language solutions for enhanced communication and revenue-boosting opportunities.

In today’s corporate world, competitive forces make expanding into new markets almost a necessity to remain distinguished, diversified, and top of mind.

The momentum towards web-based business and consumer interaction was accelerated by the recent global pandemic. There has been a significant shift towards remote working among regionally or globally distributed teams, digitalization and online shopping. With this comes an obligation to satisfy consumers and clients anywhere in the world.

In addition, consumer demand for personalized, friction-free online experiences, and more individualized employee retention campaigns mean leaders must adopt consumer- and staff-centric approaches. This requires increased access to relevant data and insights for decision-making. Finally, further pressure from increased productivity demands and smaller budgets warrant a more efficient and cost-effective communication and localization strategy.

… pressure from increased productivity demands and smaller budgets warrant a more efficient and cost-effective communication and localization strategy.

Erik Mulder, Head of Global Growth

Why Localization?

This move to being a global supplier of products or services requires a new focus. Internal marketing, technical, legal, and external marketing content must be designed to reach new audiences in foreign languages and within unique and non-comparable contexts and cultures.

In addition, globalization requires country-specific content and website localization solutions to obtain and retain consumer and customer attention, loyalty, and growth sustainability.

However, addressing these localization needs can be challenging, especially when expansion requires multilingual and multicultural translation. Larger organizations with in-house localization teams may manage. However, smaller groups or companies without internal resources may struggle to localize high volumes of content and to manage the complexities of an array of languages. In addition, mistranslations can be embarrassing or even offensive if not caught and revised in time. They can also negatively impact business image, reputation, and revenue potential.

Instead, proactive and goal-oriented companies rely on professional language solutions partners for faster, more accurate localization translations and ongoing win-win relationships. In this way, they can be assured of continued successful expansion.

How Can Expert Language Solutions Help?

Leveraging the considerable advantages of translation technology advances can yield more streamlined multilingual translation processes, more efficient systems, and improved cost-effectiveness. Importantly, it can also mean increased speed to market and boosted global growth.

Relying on a reputable language solutions partner helps resolve geographical and language barrier challenges, accelerates expansion, levels up revenue, and enhances the quality, effectiveness, and impact of communication to global audiences and teams.

While machine translation (MT) is widely used, automation alone is unable to recognize and respond adequately and sensitively to context and cultural subtlety. Automated outputs can potentially include errors and create misunderstandings. For example, several years ago, Ukrainian users of Google Translate noticed that it translated the phrase ‘Russian Federation’ as ‘Mordor’ (an evil realm in the fantasy saga, The Lord of the Rings) based on online disparagements at the time. This striking inaccuracy highlights the shortfalls of machine learning without human-in-the-loop (HITL) intervention.

Unsurprisingly, these mistranslations and poor localization can damage customer experience (CX), company reputation, planned growth, and your bottom line. At the same time, human-only translations offered by traditional or business process outsourcing (BPO) translation agencies, while typically of high quality, can be expensive and slow. This is especially true for multi-language, high-volume projects. Such agencies may also find it challenging to scale up as businesses grow.

Instead, a language solutions partner using AI-enabled technology for translation offers the benefits of human-in-the-loop MT, machine learning, and translation memory (TM). This obviates duplication, ensuring a decreasing cost model through content translation recycling, and more efficient and effective processing through a centralized platform.

"Leveraging the considerable advantages of translation technology advances can yield more streamlined multilingual translation processes, more efficient systems, and improved cost-effectiveness."

Erik Mulder, Head of the Global Growth

How Straker Provides Superior Language Solutions

As your preferred language solutions partner, Straker leverages all available technologies combined with exceptional expert-in-the-loop knowledge and skill.

No longer simply translators, genuine language solutions partners now act as teachers, mentors, and collaborators, helping shape innovative global language solutions. In addition, advanced translation specialists contribute highly relevant and fast feedback to machine translation models. This helps AI to learn and manage brand voice idiosyncrasies and to grasp and intelligently react to cultural intricacies.

Straker’s state-of-the-art AI-enabled global localization tools can handle even unfamiliar and complex challenges. These tasks can include niche or long-tail languages and substantial volumes, helping companies extend global CX consistency with translation outcome excellence generated from cutting-edge localization solutions. In addition, long-term partnership advantages and increased efficiencies yield more cost-effective outcomes, greater scalability, and ongoing sustainable growth.

"No longer simply translators, genuine language solutions partners now act as teachers, mentors, and collaborators, helping shape innovative global language solutions."

Erik Mulder, Head of Global Growth