When tech journalist Ryan Block tried to cancel his Comcast service, he was frustrated by an overly pushy customer service representative.
Imagine you’re at a music festival, trying to describe where your tent is in a sea of canvas. Or you live in a remote part of the Middle East, and want to ensure your online delivery arrives despite having no street address.
If you’re still using social media mainly as a marketing tool, then you’re probably doing it wrong, according to Tamar Weinberg. The owner of Techipedia and author of The New Community Rules argues that the focus should be on customer service. She shares her thoughts on brands, social media tools, and community engagement in our interview.
If you’ve been in a hospital lately, you’d be forgiven for thinking that some of the staff were speaking another language. Terms such as “chronicity”, “needs matrix” and “action plans” can all leave patients – sorry “service users” – scratching their heads.
Rude sales assistants, unhelpful call centre staff, or advisors who are impossible to find… not surprisingly these are major bugbears for customers, and the chances are they’ll take their business elsewhere.
In my last post, I looked at why businesses need to adapt their marketing to reach French customers. Now I’ll explore how they can localise their websites and other marketing materials.
Scenario: You sell your products online and your website is your main route to market.
Have you replicated your English website in French?
Do you have a French website?
How did you create it?
Did you replicate your English website or did you create bespoke content for your French audience?
Would you buy from a website if you couldn’t read the text in your native language? According to a survey of more than 3000 international consumers, the answer is usually “no”.
To create a successful international website you need to ensure that it is correctly configured for the language and culture of your target market. However, if you deal in global exports there are localisation processes that are often overlooked beyond the layout and design of your website.
Every day, interpreters and translators help doctors and emergency workers save lives. They enable multi-billion dollar deals, oil the wheels of diplomacy, and ease communication at international space stations. They also give a voice to sports stars, actors and beauty queens, and connect social media fans around the world.