Technological advancement and overall globalization have brought about a change in customer behavior
. With all the information available online, the customer is independent enough to research the product or service they want. Businesses are realizing that content on every website needs to be available in the visitor's native language to enable better customer self-service and greater market reach. This allows them to understand the product or service better and make quick buying decisions.
Of the many trends that have been identified amongst cyber savvy consumers two prominent ones are:
Customers expect more
1. Between the year 2008 and 2009 user expectations concerning brand value increased by 20%.
2. 86% of users quit all business transactions with an enterprise due to unfavorable experiences in 2009.
Customers are independent and social
1. Approximately 90% of user interactions take place through indirect channels, such as websites and other social communities.
2. About 60% of customers prefer to receive information and want to purchase in their own language.
The challenge most businesses face is being able to offer a positive customer experience and global support. This eventually translates to a global customer base. Traditionally customer service would either mean publishing a web page with relevant details or providing a toll free number. The introduction of chat, email and other social networking forums has given rise to other mediums of customer care. For global enterprises the communication experience should be consistent across all languages. It must also offer a balance between fulfilling brand expectations as well as consumers expectation for instant service. An appropriate and updated website translation technology is a must.
Eminent service providers of website translation solutions with their innovative products allow their clients to interact with consumers in a way that is suitable for the consumer. The solution makes it easy to publish the information and make it searchable. The majority of customers look for information by themselves in the company website or in other web pages in order to get answers to their queries.
Advanced translation technology allows enterprises to publish 100% of their knowledge base and provide content in other languages as well. The published content is further indexed by search engines and becomes accessible to the consumers in their native language leading to better customer satisfaction and global support.
Furthermore, these service providers allow every monolingual support agent to become a multi-lingual communicator over email or live chat. This enables enterprises and their support agents to concentrate on the subject matter and communicate with the customer in real-time.