{"id":55057,"date":"2020-06-25T16:19:00","date_gmt":"2020-06-25T21:19:00","guid":{"rendered":"https:\/\/pantoglot.com\/global-engagement-in-the-digital-age-speaking-to-customers-internationally\/"},"modified":"2021-06-24T11:52:06","modified_gmt":"2021-06-24T16:52:06","slug":"global-engagement-in-the-digital-age-speaking-to-customers-internationally","status":"publish","type":"post","link":"https:\/\/www.pantoglot.com\/en\/global-engagement-in-the-digital-age-speaking-to-customers-internationally\/","title":{"rendered":"Global Engagement In The Digital Age: Speaking To Customers Internationally"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]Digitalization brings customers ever more quickly and closely to products and services, and therefore, to those who are responsible for crafting engaging experiences.\u202fIt is about beating the competition and winning a race.\u202fThe start line must be painted with customer centricity.\u202fThe finish line\u00a0<\/span>has to<\/span>\u00a0deliver on aspirations reflecting how customers breathe, live and work where they are.<\/span>\u00a0<\/span><\/p>\n

Digitally speaking customers do not need\u00a0<\/span>more or less content<\/span>\u00a0than before.\u202fThey need the right content in the right format, at the right time, and in the right place.\u202fTherefore, one of the major digital globalization challenges lies in the effective selection and adaptation of content practices and processes, to meet evolving requirements of diversity and simplicity within a range of ecosystems.\u202fStreamlining and optimizing content upfront is the name of the game to keep it compelling and sustainable, as speed and agility are here to stay.\u202fJust like the customer experience journey has to match and be powered by the content value chain, global content lifecycles and supply chains must lean on what matters and sells to content consumers in any\u00a0<\/span>geography.Simply<\/span>\u00a0put, it boils down to speaking the language of customers, which should be central to leading and executing any content strategy globally.\u202f<\/span>Let\u2019s<\/span>\u00a0consider the language of customers as a diamond.\u202fTelling you that you need to use the proper wording in all languages you want to target would not be good enough, although it is a good starting point.\u202fRealistically, it would be like looking at only one facet of the diamond.\u202fHere are the other \u2018facets\u2019 you should consider as the glue that keeps your globalized content together.<\/span>\u00a0<\/span><\/p>\n

Use\u00a0<\/span><\/span>The<\/span><\/span>\u00a0Right Semantics<\/span><\/span>\u00a0<\/span> <\/span><\/h2>\n

Your language must speak to the mind of customers.\u202fWhat you say\u00a0<\/span><\/span>has to<\/span><\/span>\u00a0convey the messages and thoughts that are exactly as meaningful for you as for your customers \u2013 even though you may not speak the same native language.\u202f<\/span><\/span>So<\/span><\/span>\u00a0it is crucial to really stick to the gist of your messaging as the baseline for all your content efforts.\u202fFrom a branding perspective, this means that points related to quality, satisfaction, difference, etc., must suffer neither dilution nor recreation according to the standards and expectations of local customers.\u202fIf you never lose control of what you want to put forward in various markets, you are in a good position to bear it in mind at all times and ensure that your content designers and developers do as well.<\/span><\/span>\u00a0<\/span><\/p>\n

Use\u00a0<\/span><\/span>The<\/span><\/span>\u00a0Right Stylistics<\/span><\/span> <\/span><\/h2>\n

The customer language must speak to the heart of customers.\u202fIt must be culturally relevant to touch them emotionally and personally.\u202fYou create and maintain a feeling of familiarity and comfort when you use the tone of voice, the qualitative syntax, and the selection of words they\u00a0<\/span><\/span>are used to.<\/span><\/span> <\/span><\/p>\n

Marketers know well that\u202fdelivering messages in a customer-centric manner is vital to content effectiveness and brand equity.<\/span><\/span> <\/span><\/i><\/b>\u00a0<\/span><\/p>\n

That may mean using a short and direct tagline in the English-speaking countries where conciseness pays off while writing a paragraph in a more formal way in countries where it is required.<\/span><\/span>\u00a0<\/span> <\/span><\/p>\n

Use\u00a0<\/span><\/span>The<\/span><\/span>\u00a0Right Vocabulary And Terminology<\/span><\/span> <\/span><\/h2>\n

Semantics and stylistics prevail when it comes to choosing the most relevant words and terms.\u202fIn any language, and for any market, it is essential to balance standard wording that sounds familiar to customers, with differentiating wording that enables you and your content to stand out from the crowd.\u202fAnything that might be too generic or specific can shift you away from the immediate attention of your customers.\u202fWhat is more, some words and terms\u00a0<\/span><\/span>have to<\/span><\/span>\u00a0make an equally expected impact in multiple languages and across markets.\u202fThere are plenty of branding examples around the world, which have turned into faux pas and led to counterproductive campaigns such as Nova (\u201cIt does not go\u201d) in Spanish-speaking markets or Gerber (\u201cThrow up\u201d) in French-speaking markets.\u202fInternational brand names must be checked and certified,\u00a0<\/span><\/span>linguistically<\/span><\/span>\u00a0and culturally to avoid misunderstanding or offense, whether these names are eventually translated or not.<\/span><\/span>\u00a0<\/span><\/p>\n

Use\u00a0<\/span><\/span>The<\/span><\/span>\u00a0Right Visuals<\/span><\/span>\u00a0<\/span> <\/span><\/h2>\n

The customer language is not limited to text. Digital experiences are based on visual content to a large\u00a0<\/span><\/span>extent\u202f<\/span><\/span>,<\/span><\/span>\u00a0and customers expect this content in the overall localized content effectiveness.\u202fThe great variety of visual components poses a real global challenge, considering some of them can be tricky and trigger opposed reactions.\u202fSome elements are known to be locally and internationally sensitive when they include flags, shapes, or body language.\u202fHowever much digital content often combines\u00a0<\/span><\/span>a number of<\/span><\/span>\u00a0visuals features, colors and layers to create the richest experiences possible, with logos, animations, videos, or dashboards.\u202f<\/span><\/span>So<\/span><\/span>\u00a0each one must be checked, as there is no such thing as a small detail\u2026<\/span><\/span>\u00a0<\/span><\/p>\n

Use\u00a0<\/span><\/span>The<\/span><\/span>\u00a0Right Ecosystem<\/span><\/span>\u00a0<\/span> <\/span><\/h2>\n

The customer language gets its full force in the most appropriate environment, i.e. the most comfortable and dynamic ecosystem(s) for customers.\u202fIn a world of omnichannel journeys, that language must be tailored and agile enough to remain fluid and customer-centric along the way.\u202fThis may mean using the language in a modular way, to fit in each ecosystem with the same level of quality and relevance.\u202fFor example, some content may have to be prioritized and modified between an application and a website.\u202fIt may also depend on the objective of the property where content is delivered, like the language for transactional (e.g. e-commerce) or assistance (e.g. support) purposes.<\/span>\u00a0<\/span><\/p>\n

These are the basics to speak to international customers and take your content to where it will be resonating, engaging, and actionable.<\/span><\/p>\n

Content is more than content and languages are more than words<\/span><\/span>. <\/span><\/i><\/b>\u00a0<\/span><\/p>\n

This should be an obsessive goal and a never-ending achievement when you engage with your customers.\u202fSpeaking the language of customers also empowers digital wordsmiths to delight them by hearing their natural voice.\u202fLocal language experts\u00a0<\/span>won\u2019t<\/span>\u00a0fail to help you go the extra mile, as their tactical and operational savviness is paramount to address each touch point of the customer experience.<\/span>\u00a0<\/span><\/p>\n

Nelson Mandela, who would have been a great digital leader,\u00a0<\/span>said \u201dIf<\/span>\u00a0you talk to a man in a language he understands, that goes to his head.\u202fIf you talk to him in his language, that goes to his heart.\u201d\u202fPerfectly applicable to digital experiences and languages driven by facts and emotions\u2026<\/span>\u00a0<\/span><\/p>\n

\u00a0<\/span>\u00a0<\/span><\/p>\n

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Author: <\/span><\/i><\/b>Bruno Hermann<\/span><\/i><\/b><\/a><\/p>\n

This article was published originally in the<\/span><\/span> <\/span><\/i><\/b>Brand Quarterly Magazine<\/span><\/span><\/a><\/span><\/i><\/b><\/a>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_cta h2=”Would you like to learn more?” h4=”Subscribe to receive content related to success stories, recommendations, good practices and news from the translation industry.” txt_align=”center” css=”.vc_custom_1578000309113{background-color: #ffffff !important;border-radius: 2px !important;}”]