According to CX experts, one of the most effective ways for companies to create profitable, sustainable relationships among multilingual and international buyers is to provide localized customer experiences.
At least 75% of global customers prefer to do business in their native languages, and are far less inclined to make purchases on sites they cannot read. More importantly, buyers won't become satisfied customers-much less long-term ones-if they aren't supported, post-purchase, with a localized customer journey.
Translating your organization’s secure customer account-management portal—and other customer-facing portal content such as support assets—is a critical element to successfully:
- Generate customer satisfaction among multilingual customers
- Improve customer retention
- Increase conversions for upsell and cross-sell opportunities
- Proactively communicating with customers
However, how well you succeed largely depends on what kind of translation approach you take with your portal. There are two primary approaches: translations provided by humans, or with software (aka machine translation).
Both have advantages and disadvantages, which can impact factors such as accuracy, conversion rates and costs. Regardons ce point de plus près.
Traduction automatique
Machine translation solutions from companies like Google and Bing have come a long way in the past five years. And breakthroughs in Neural Machine Translation (NMT) software have made machine translation an increasingly viable option for some businesses. This is because:
- NMT models process information similarly to the human brain
- This enables them to essentially “learn” new languages
- NMT software translates content at the sentence level (rather than at a less nuanced word level), delivering more accurate translations
Benefits of Machine Translation
Machine translation offers several advantages, including:
- More affordable than human translation
- Hundreds of webpages can be translated almost instantly
- Using newer NMT solutions, translation quality can improve over time by “teaching” the software with additional content
Challenges of Machine Translation
Cependant, les inconvénients apparaissent lorsqu'on regarde à quel point la traduction automatique est encore bien éloignée de ce que font deux êtres humains communiquant entre eux :
- Provides comparatively simplistic word choice and fluency
- Un logiciel est souvent incapable de prendre en compte les nuances des dialectes ou des régions
- Aucun contrôle éditorial n'est généralement réalisé avant publication
- Hidden costs for reviewing and revising subpar translations
- Improving the accuracy of a NTM solution requires a time- and energy-consuming “teaching” process
Traduction humaine
Great vendors provide professional linguists who are fluent in their customers’ industries, brands, languages and cultures of international markets. Studies indicate time and again that human translation generates superior engagement, conversions and credibility among multilingual customers.
Benefits of Human Translation
- Meilleure précision des traductions
- Le contenu peut facilement être personnalisé selon les dialectes et les phrasés régionaux
- Brand-aligned portal translation that captures your company’s messaging and voice
- La qualité est garantie par la supervision de correcteurs et des processus de révision en plusieurs étapes
Challenges of Human Translation
- L'expertise linguistique, créative et éditoriale génère plus de coûts que la traduction automatique
- Requires more time to translate text (though great vendors use optimized workflows to reduce turnaround times to 1 business day)
L'option hybride
Some vendors can combine human and machine translation approaches to mitigate localization costs. Une approche hybride idéale utilisera la traduction humaine pour les pages générant le plus de trafic, où la nuance et la précision du message sont essentielles. La traduction automatique peut ensuite servir pour des contenus moins sensibles où le choix des mots n'a pas la même importance.
Benefits of the Hybrid Option
- Les traducteurs humains peuvent localiser les contenus de forte visibilité, importants pour la marque
- Un message de marque précis et cohérent sur les pages à fort trafic traduites par les traducteurs humains
- Un compromis économique idéal par rapport à la traduction automatique seule
Challenges of the Hybrid Option
- Translation quality may vary from human and machine sources, but delivers dramatically higher accuracy than machine translation only
- Human-translated sections are reviewed for accuracy, but machine translations may not
Conclusion
As you explore portal translation solutions, look for a partner that can help you achieve success through a translation process that is, ideally, invisible to the reader.
Cela signifie que vous devez trouver une technologie et une solution clés en main aussi agile et souple que vos besoins.
These solutions can provide world-class human and machine translation options for your multilingual portal, and accommodate unique requests—such as using the hybrid approach on specific webpages, or within specific sections of webpages—to deliver superior results while controlling costs.
Dernière modification : 25 mars 2020