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Archive by author: Rebecca RayReturn

Director of Buyers Service

Focuses on global digital transformation, enterprise globalization, localization maturity, social media, global product development, crowdsourcing, transcreation, and internationalization

East and Southeast Asia: Reach More Gamers

Ensuring that audiences in various parts of East and Southeast Asia fall in love with the games you create means adapting the characters – and the dialects they speak – appropriately for the region. Your goal is to avoid comical at best, or disastrous at worst, results for your gaming franchise.
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Knowledge Base Content Is Part of Global CX, Too

Organizations usually don’t invest much money or energy incorporating their knowledge bases (KBs) into the global customer experience (CX) – whether it’s for an original language or a localized version for other markets. This is despite the fact that each KB interaction can increase or decrease the value of your brand in customers’ eyes and thus plays a key role in cementing their loyalty. Based on extensive interviews with 36 global firms about how they create and manage multilingual KB con...
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Platform Providers Target the Language Industry

Did you know that companies have access to subtitling in real-time or that riders can access in-app translation to enable their ride-hailing-service drivers to find them on the left corner of the intersection, rather than on the right? If not, check out what Amazon Web Services presented at the most recent LocWorld in Lisbon, Portugal. Platform providers such as Alibaba, Amazon, Baidu, Facebook, Google, and Microsoft continue pouring money and people-hours into harnessing artificial intelligence...
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Future-Proof Your Global Content Strategy with The Language Services Market Study

CSA Research’s 15th annual survey of the language services and technology market demonstrates that new capabilities to analyze and manipulate big data in local markets will continue to push advances and new applications within AI and the machine learning that it drives. Content will continue to morph as it becomes more conversation-centric to support more and more speech-enabled products and services.
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Reality Check: Translation Only Takes You Part of the Way

Delivering multilingual products, services, and programs is just one component required to win over local audiences – and a small one at that. One of the biggest challenges – even for globally-savvy organizations – is learning how to balance some of the other more significant factors to ensure long-term success in local markets. Based on our current research into globalization maturity consisting of interviews and surveys of more than two hundred companies, here are three areas that companies...
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Reporting Up: How to Prove Your Worth Beyond Words, Turnaround, and Quality

One of the most common questions that we field at CSA Research is the evergreen topic of how to convince doubtful executives to fund language investment at optimum levels. Whether it’s a new CEO facing multiple urgent initiatives or the yearly race for resources, localization managers and directors must approach their function as just another business process that their companies monitor, measure, and improve. Being an effective manager requires winning the contest with other functions for budg...
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Need a Roadmap for Business Process Globalization?

Regardless of its size, vertical, or headquarters location, your organization can benefit from implementing a framework for globalizing business processes to guide your global strategy. The clarity it provides will enable teams responsible for mainstream functions and operations to align their work in home markets with the company’s international goals.
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Resolve to be a Change Agent for Globalization Readiness

Our recent research shows that global digital transformation initiatives and unrelenting competition are two of the most common drivers pushing organizations to invest in globalizing business processes across all teams. However, many firms still lag behind in this area. What keeps them from advancing faster and what can localization teams do to enable their organizations to maneuver more quickly around the roadblocks?
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Why Do Firms Still Fail at Global Digital Transformation?

If your organization is in the process of implementing a digital transformation initiative – whether limited to the global customer journey or expanded to reboot your entire business model – you know that it’s difficult and even overwhelming at times. CSA Research conducted C-level executive interviews at buy-side organizations and ran a survey earlier this year to pinpoint the specific reasons why companies still struggle with global digital transformation. We share three of them below.
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Link Multilingual Customer Care to Global Digital Transformation

In the past two years, most organizations interacting with CSA Research have undertaken some form of global digital transformation – whether it’s reimagining the entire company from top to bottom, or a narrow focus on re-vamping particular phases of the customer journey. One of our findings is the lack of attention paid to post-sales support content as an essential component for brand building, customer retention, and up-selling potential in international markets. We find firms guilty of this ...
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