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Improving Customer Experience Across International Markets

What does global customer experience or GCX mean for your organization? It encompasses the approach and the set of capabilities required to drive customer-centric transformation across an organization that operates in more than one country. GCX drives an ongoing cycle of improvement to the customer experience in local markets as part of a unified vision for the enterprise. It can include enhancements to existing products, services, and interactions, or the introduction of new ones. GCX represent...
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Translating the Language of Flowers

Did you know that the language of flowers is not universal? We don’t mean the scientific classification or the Latin name, but rather the cultural implications. If you include florals in your marketing images for international content, be sure to consider them to avoid offending or off-putting intended audiences. This extends from the symbolism attached to specific flowers to even, in some markets, the color or number of individual blooms – there may be hidden implications.
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October 30, 2019| Alison Toon | Customer experience | For LSPs, For Buyers | |

Great User and Customer Experiences Are Built on Language

Making information available at your fingertips has long been the goal of computing. In the beginning there was a “user” – that was what computer companies back in the 1970s started calling the person sitting in front of monitors with their fingers on keyboards. As technology streamed into our everyday lives, that user could be anywhere – at a PC, gaming console, kiosk, bed, car, airplane, wherever there’s human-computer interaction. Enter translation and localization to make the user exper...
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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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Divided by a Common Language

One of my guilty pleasures is reading paranoid political and military thrillers. One of the kings of the genre is Lee Child, whose hero, Jack Reacher, is an ex-military drifter who roams the United States, righting wrongs and saving the oppressed, usually with a maximum body count, gallons of strong coffee, and plenty of derring-do along the way. Reacher is like a distillation of American cinematic strong-men, from Charles Bronson to Sylvester Stallone and Bruce Willis. But the author is British...
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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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Language Selection Roulette: How Data Builds Better Strategies

When people think of changing their lives, they might put up a map of their country or the world and throw darts at it, trusting that chance – or their favorite deity – will guide them to a better life. Unfortunately, they usually discover that this approach plants their new home firmly in the middle of the ocean or an undeveloped forest rather than a desirable neighborhood or vacation destination. However, when it comes to selecting the next language to add to a website, many enterprises do e...
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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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