Mihai VladMihai VladJanuary 4, 2019


In this digital age, an increasing number of brands are expanding internationally and attempting to reach new customers and audiences across the globe.

The necessity of being able to speak to these consumers in their own language is more vital than ever before.If you are able to speak your customer’s language, which involves both literal translation and demonstrating a deep understanding of local customs, etiquette and traditions, then you are far more likely to deliver a consistently high quality Customer Experience (CX).

After all, really good CX is always about speaking to your individual customer in his or her proper local language. And this something that is far more than a linguistic, cultural or grammatical exercise – particularly when you’re looking to engage with potentially millions of customers.

With brand loyalty no longer a given, and CX becoming just as important as product or service quality, getting it wrong is not an option. Revealing that you are not a native brand or wrongfooting the customer with poor translation can mean an increase in churn. Worse still, it risks pushing your customer into the hands of competitors.

Business lost in translation

Translation is therefore a key part of any strategy looking to grow your customer base globally. So why are so many brands still failing to adequately value high quality localised content?

After all, in this digital age where brand loyalty is often hard to maintain, a glitch in translation, or a seemingly minor absence of local or regional awareness can contribute towards losing a customer. Dolce and Gabbana’s recent cultural  blunder in China is testament to just how important it is to take into account local nuances, which is something machine translation is striving to help companies avoid in the future.

This is why machine translation is the backbone of great CX. And of course, you will likely already know that improving CX is, according to a recent study, the top objective for 75 percent of companies.

Neural machine translation explained

Neural Machine Translation (NMT), using artificial intelligence (AI) lets businesses and brands translate massive amounts of content from around the world in seconds. Not only does it facilitate speed, but it is already helping companies provide natural translation that fits in with its surroundings with more accuracy than ever before. By generating analogies that capture the sentiment and emotions behind the words, NMT is constantly improving on previous systems.

Whether this content is for internal use throughout the organisation (such as company-wide email notifications) or externally for customers (on a website, or a mobile app, for example), machine translation allows you to communicate effectively with people at in any language.

High quality localised content can be generated by NMT rapidly and cost-effectively, which is why marketers and C-suite executives must start to see it as a ‘must-have’ element in the broader business strategy.

Understand cultural nuances and etiquette

Quality NMT helps businesses and brands understand and automatically respond to local cultural nuances such as differences in etiquette. NMT is only the first step, as deep understanding of local customs, cultural differences and rules of etiquette must originate from humans.

Successful communication requires both learning and speaking the local language, in addition to tapping into a deeper understanding of culturally specific messaging.

So, for example, the colour red symbolises ‘danger’ in most western countries, yet in China red symbolises ‘good/ prosperity’. On Wall Street in the US, stocks that are up are indicated in green, stocks that are down are indicated in red. Yet in Taiwan, it is the exact opposite.

In terms of etiquette, calling somebody by their first name is common practice in the US. Yet in Japan it is often highly frowned-upon, and you would very rarely address an elder or a child in the same way. And brands also have to understand these local specificities, norms and rules of communication in order to speak to their customers in a direct, personalised way.

This is why combining the human element with NMT is so essential to reaching global consumers. Receiving a personalised experience every time results in people wanting to repeat that same experience again and again.  The fact is, according to research, only 18 percent of the 50 percent of people speaking English, would convert through a marketing funnel, unless they see content in their native language. This equates to a 91 percent attrition rate if companies aren’t using translation services.

The real promise of NMT: putting your brand directly in touch with the consumer in a personalised and relevant way, enabling more meaningful brand loyalty.


Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Advertising and Guest/Sponsored posts:

For Masterclass enquiries:
Tel: +44 20 86386491

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


cbd oil for arthritis pain why is my cbd oil clear hemp based cbd oil using cbd oil help lipomas cbd dropshipping suppliers do you have to be 21 to buy cbd best online cbd store pur7 cbd oil high cbd indica science behind cbd consumer reports cbd cbd vape for anxiety reddit hemp extract cbd oil lazarus naturals coupon chillum glass gallery and cbd dispensary chemotherapy naive flavored cbd vape juice acne treatment cream family dollar vape pen amazon vita century cbd coupon cbd cbd kratom stl benefits of cbd oil for addisons disease christmas party venues melbourne cbd how tonuse cbd oil cbd oil how to make dutch seeds shop review adelaide accommodation cbd apartment florist yorkville il cb 80 aerosol cannabis essential oil benefits cbd oil lancaster pa cannabinoids journal cbd and recovery diabetes 101 organabus cbd oil cbd wellness tincture tiger woods cbd gummies cbd ofallon mo cbd legal in nc extract labs cbd oil thc i want all of you to look at it buy c02 cbd oil can you add cbd oil to vape juice best place cbd vape oil amazonbasics full synthetic motor oil

vape shops open late near me vape society coupon codes yep vape how to fix a suorin drop that wont hit calculate vapor pressure vaping wattage vapor fly elite point blank vape mod ego batteries ecig vaping market charging ecig overnight ebay vape juice reddit vape juice sales purple e cig pg vg vape juice point blank mod vape vape bound juice vape and ecig guide e cigarette without nicotine safe mad wizard vape shop oz e cigarette voopoo drag not charging smok touchscreen mod voopoo drag deluxe smok infinix near me regulated vape mods airflow tank vape pen thc cartridges vape shop number vape it forward juice ejuicevapor review vape holdings kangertech battery loose herakles sub ohm tank by sense tech smok qbox user manual smok tank parts how to fix uwell coils uwell crown single coil voopoo drag how to lock samsung vape battery how can you charge the voopoo drag with usb voopoo firm voopoo mojo temp lines how long does a coil last in a vape voopoo drag510 mod 200w

wellbutrin viagra best penis enhancement pills what is cialis make a penis cheap sildenafil citrate 100mg sex oil products ed pills at walmart vintage boost cialis bodybuilding define balanitis how to make my penis hard making a dick how to increase testosterone naturally how to get a bigger penis without pills vitamins testosterone enlarg your penis androzene walmart instant viagra at home last longer pills sex prices does vesele work foods for libido malegenix side effects 2020 movie love zhengongfu pills reviews penis enlargment tips what does viagra look like tip of my dick can t get fully hard enzyte walmart grooming hammock erectile dysfunction forum mens penus how long do erections last man 2 man sex get a bigger dick are rhinos dangerous foods to increase sexual stamina tongkat ali extract gnc avg penis size number 1 penis enlargement stiff days pill shogun x pill medicine pills sex performance enhancing pills foods for libido

best breakfast for weight loss weight loss diet for hypothyroidism weight loss juice cleanse nausea weight loss weight loss after mirena lose weight gain muscle pills kate from this is us weight loss breakfast food for weight loss is farting good for weight loss metabothin diet pills does collagen help with weight loss best diet pills for quick weight loss low sugar fruits for weight loss supplement for weight loss bobby moynihan weight loss tops weight loss program ideas vegetables juices for weight loss weight loss inspiration blog theresa caputo weight loss 2015 dr best weight loss dance for weight loss 80 lbs weight loss chinese green tea weight loss doctor oz rapid weight loss diet stairs for weight loss jogging weight loss plan trokendi xr vs topamax weight loss teen weight loss camps homemade juice cleanse weight loss beef jerky weight loss bob golic weight loss is phentermine addictive cyclist diet plan weight loss rapid diet forskolin poop pills for weight loss weight loss augusta ga weight loss pills phen quick weight loss for free silver bullet weight loss pills herb weight loss pills appetite suppressant pills weight loss after partial hysterectomy garcinia elite diet nayanthara weight loss keto advanced pills plateau in weight loss