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Navigating the Post-Localization Era: The Impact of AI on the Language Services Industry
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Archive by tag:
Customer experience
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Automated Interpreting: A Blessing or a Curse?
Some people feel that using artificial intelligence (AI) to interpret human speech is a curse because individuals using the service could suffer harm due to mistranslations or because interpreters might lose their livelihood. Others embrace AI for all the possibilities it creates, first and foremost the ability to offer language access on a much greater scale and at a reduced cost. So which camp is right? Like so many techno-ethical questions, there is no right or wrong. It really depends on th...
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November 20, 2023
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Hélène Pielmeier
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Artificial intelligence
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Customer experience
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Customer support
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Industry news
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Interpreting
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Interpreting technology
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Quality
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Technology adoption
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Automated Interpreting
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For LSPs
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For Buyers
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For Technology Vendors
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Share
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When No Doesn’t Mean “No”
The word No seems to have been going around a lot in conversations lately. From discussions (welfare, personal space, the right to say No) to a conversation with my local taxi driver about the use of the word “Non” as a simple statement in France, when he asked about purchasing something, and where he perceived not just the word used as a negative, but as the expression of a cultural difference. “Non” with a Gallic shrug can mean so much more than a simple “No, we don’t have any”; it refl...
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January 17, 2023
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Alison Toon
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Customer experience
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Localization maturity
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Machine translation
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For LSPs
,
For Buyers
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Share
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Don’t Let Your Children Grow Up to Be Content Moderators
Would you encourage a colleague, a friend, or your children to work in a profession that is extremely damaging to their mental health? No, I didn’t think so. However, that’s exactly what we’re doing when hiring people to moderate extremely high volumes of (multilingual) web and social media content, hour after hour, day after day. Being a content moderator (sometimes called a “process executive”) has been cited as “the worst job in technology,” whether you’re contracted at arm’s length ...
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December 07, 2022
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Rebecca Ray
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Artificial intelligence
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Customer experience
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Global content
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Intelligent content
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Corporate social responsibility
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For LSPs
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For Buyers
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For Technology Vendors
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Share
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What is Authentic Voice Today?
As part of an ongoing investigation into multimedia localization tools and practices, CSA Research is examining enterprises’ global use of video. A combination of professional interest while researching marketing content and personal interest because I’ve just moved, led me to view several TV ads and online videos by international energy providers, including EDF and E.ON. These marketing videos took me down the proverbial rabbit hole, trying to figure out the source and target languages. Which...
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August 31, 2022
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Alison Toon
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Artificial intelligence
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Customer experience
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Global content
,
Translation technology
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For LSPs
,
For Buyers
,
For Technology Vendors
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Share
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Mind The (Language) Gap
“Mind the gap!” A phrase often heard at railway stations or on the subway: voiced during announcements or indicated by signs, it encourages people to avoid falling between the train and the platform. It refers to a physical distance and a dangerous hole that suitcases, legs, and small children might disappear into. It is the moment of moving between one customer experience and the next: the starting point and solution, the vehicle and the destination, the expectation and the reality. But are t...
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July 06, 2022
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Alison Toon
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Customer experience
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Globalization Maturity
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For LSPs
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For Buyers
,
For Technology Vendors
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Share
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Swiss Cheese and Customer Experience
In the late 19th century my great-grandfather, Otto, smuggled the culture for Gruyère cheese from Switzerland to the United States. Thinking about him reminds me of the “Swiss Cheese Model,” an approach to accident prevention that focuses on putting up multiple barriers that should collectively prevent major mishaps even if one or more of them has a hole in it. A similar “Reverse Swiss Cheese Model” applies to international customer experience. To see how, imagine an English-centric company ...
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May 04, 2022
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Arle Lommel
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Buyer strategic planning
,
Customer experience
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International marketing
,
Localization maturity
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For LSPs
,
For Buyers
,
For Technology Vendors
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Share
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Do B2B Buyers Value Localized Experiences?
“Would you pay more for a localized product?” That’s been a core question in CSA Research’s long-running “Can’t Read, Won’t Buy” (CRWB) series of survey-driven reports. Since our first analysis in 2006 we’ve seen a strong preference for local language and localization, even if it costs the buyer more. That partiality for a user experience persisted in our 2020 survey for B2B buyers of technology products but was less of a factor for our B2C respondents whom we quizzed on more than 20 pu...
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March 02, 2022
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Donald A. DePalma
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Buyer language selection
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Country/region data
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Customer experience
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For LSPs
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For Buyers
,
For Technology Vendors
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Share
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MT as a Platform Service
Last August when I delivered the opening keynote at the MT Summit on “responsive MT,” one trend that I identified was the emergence of MT as a platform-level service provided by creators of enterprise ecosystems. Although this move has just started, it will be one of the biggest drivers for growth of language services in the coming years as it creates an expectation of ubiquitous multilingualism across a wide variety of services.
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February 16, 2022
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Arle Lommel
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Artificial intelligence
,
Business process globalization
,
Customer experience
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For LSPs
,
For Buyers
,
For Technology Vendors
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Share
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Changing Language – Inclusive Terminology in the Enterprise
Language constantly evolves. We all know words from our childhood that today’s kids don’t understand (or laugh at), and teens constantly introduce us to new slang and acronyms. Marketers develop new concepts; community and culture drive changes in what is current, acceptable, or outdated. People working in localization know that this translates to human effort in finding the right way to convey the same concept in a multitude of languages.
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January 05, 2022
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Alison Toon
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Quality
,
Global content
,
Customer experience
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For LSPs
,
For Buyers
,
For Technology Vendors
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Share
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How to Prevent – or Fix – eCommerce Blockers for International Travelers
At last – though with restrictions – international travel is starting up again. Whether for business, vacations, or long-awaited reunions with family and friends, people are beginning to cross borders and visit locations outside their home country. This of course means these travelers will spend money on transport, lodging, food, entertainment, and other shopping – if they can! Apps and purchase processes can work well for the local resident but still fail dramatically for international visit...
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November 10, 2021
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Alison Toon
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Business process globalization
,
Customer experience
,
Customer support
,
Quality
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For Buyers
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Share
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