Eulogia explores future-proofing strategies

As companies operating in a globalised world, Eulogia members are always keen to expand their views to ensure each company’s continued success. As part of our ongoing collective training, our most recent get-together on the picturesque island of Madeira explored future-proofing strategies, coaching us towards establishing individual goals before tracing a road map for achieving them.
As the world shifts and changes beneath our feet, the only way to ensure a company’s continued success is reflection followed by action. Therefore, in this article, we’ll be walking through the steps taken by Eulogia members on our most recent adventure.

What does future-proofing mean in business?
Firstly, before any coaching or planning took place, it was essential to determine what is meant by future-proofing in the world of business. Future-proofing is, in essence, strategic planning to ensure the long-term well-being of a company. This type of planning considers the economic shifts and technological advancements, determining ways in which the effects of these shocks and stresses can be minimised on a business.
Although future-proofing can (and should) be applied across all companies and sectors, the steps taken and methods employed by an individual organisation are sure to vary, depending on the future envisioned and nature of operations. As such, reaching an effective future-proofing strategy requires much reflection and some coaching to determine the aims sought by CEOs – for themselves and their businesses.

What holds managers back from future-proofing?
Although it may be easy to see the benefits of establishing and employing future-proofing strategies, we have seen so many companies that seemed as if they’d go the distance only to then fold when times got tough. Why don’t these companies have what it takes to ride out particular storms?
There are several reasons managers may not employ future-proofing strategies, the most common of which is a lack of time (or brain space). If a manager, CEO or whoever is in charge is busy putting out fires day after day, week after week and month after month, they’ll never have the necessary time to consider what’s coming down the line further ahead, much less plan for it. Other reasons for a lack of future-proofing include a lack of experience, difficulty predicting the future (which could well be related), a fear of the unknown and viewing strategic planning as a waste of time.
As for the latter, however, we often can’t provide for every curveball that comes our way, we have to admit that ensuring that our companies are on a solid footing, ready to take on anything, gives us a sense of security. How are we ensuring we’re doing just that?

The first step to future-proofing: Establishing Current Positioning
Like any planning, establishing current positioning is the best place to start when thinking about a company’s future. You may know where you want to go, but you won’t be able to trace the necessary steps until you begin to consider where you are currently.

So start by asking yourself:

Where are you now?
What is your vision?
Which paths can you take?
However, more importantly:
Which steps can you take now?
And a final, crucial question:
How will you measure progress?

These questions are the building blocks to getting you started towards establishing your future footing, allowing you to gain an understanding of where you are and how you can get to where you want to be. Measuring the progress taken is essential to tracing progress, reassuring you that you’re on the right path and allowing you to see data that can tell you if you stray from the results you initially sought.

As for the factors holding us back from future-proofing, putting out daily fires is a position many of us know well and can empathise with, and so if this is the case, what can be done to lighten that load and free up the space necessary to allow for some planning? The next section provides some suggestions.

As companies in a globalised world, we need to future-proof our businesses
Once its current positioning has been established, a company can begin to decide on the pathway that will get it to where it needs to be. Depending on where the company is, the first step may be providing for the circumstances necessary to allow for future-proofing planning to take place – more delegation, internal restructuring or even appointing a new CEO to take over a part of operations, freeing up company owners to look at the bigger picture. Other future-proofing strategies include:

Saving money where possible. The first step to a company staying the course is ensuring its financial stability. This means optimising outgoings and incomings to ensure a favourable balance is achieved. However, this step requires deep analysis, ensuring costs are only cut in areas that don’t affect company operationality or quality.

Collaborating with other companies. Forging mutually beneficial partnerships that meet the needs without having to increase internal resources or investments.

Increasing client retention. What are the company’s client retention rates? How could these be boosted? Improved quality? Customer service? A broader range of services? Could you run a poll among your current clients to find out?

Hiring forward-thinking employees. Proactive individuals ready to give their all to the company and provide creative outlooks that challenge current practices and ensure progress is made at every turn.

Becoming more sustainable. Customers are becoming increasingly sustainability-focused and looking to employ brands that share their ideals. This trend can be expected to increase over time, making it all the more important for companies to start moving towards sustainability…sooner rather than later.

Sales, mergers, employee buyouts and initial public offerings. For companies which are often run by one or two passionate individuals, one way to ensure continued, long-term operations is by broadening the parties involved in top company management. As such, creating the conditions that make companies more independent of their CEOs, thereby allowing for some or all of these steps, is a way to ensure the company can continue, no matter who is at its helm.

Eulogia members come together for Future-proofing Coaching in Madeira
Here, at Eulogia, we know that nothing is forever and, therefore, while we may see our companies ticking along nicely now, we’re always ready to implement steps to take on whatever the future may throw at us. Taking part in this training meant we were able to discuss strategies, brainstorm possibilities and trace pathways that make sense to each of us. In doing so, we shared knowledge and ideas to fine-tune each CEO’s planning, ensuring our companies become stronger and more valuable as time goes on.

Then, there was the fun part of the trip, where we left the boardroom and took in the best of Madeira. We connected with nature and each other to allow ourselves the time and space necessary to gain entirely new perspectives. The activities involved treks to the top of cloud-topped mountains, walks along winding roads lined with levadas, a jeep safari through the island’s diverse nature, some wine tasting – of course – and a traditional dinner in Funchal, accompanied, as always, with laughter and experience sharing, lighter chats and in-depth problem-solving.

Inpokulis: Eulogia’s Portuguese Representative
The host of our October 2022 gathering was Inpokulis, Eulogia’s ISO-certified Portuguese representative that, having operated in the market for over 20 years, was the perfect company to get us all thinking about the future. Specialising in marketing translation, dominating all things online, e-commerce and SEO, Inpokulis is positioned towards the future – a company whose practices are always shifting and evolving, taking on new techniques, tools and ideas to maximise productivity. In fact, Inpokulis shared how they harness the power of machine translation and a range of CAT tools for different purposes, teaming the latest technology with expert human editing to maximise workflow across projects big and small, making them a force to be reckoned with as they take on ever bigger clients.

Setting an example we all believe to be vital to future-proofing any translation company in the age of technology, Inpokulis led the way. However, as always, it was our strength in numbers, perspectives and opinions that made our latest gathering one for the books, supporting each other so that, together, we can grow stronger.

Eulogia explores the importance of the CX strategy

As an alliance of language services, it is critical that we’re ahead of the curve when it comes to business strategy for our own businesses as well as to help our clients. 

In today’s fast-paced world, market drivers are constantly changing, and now, in 2022, what differentiates a product is no longer price or features, as it once was. Most often, it’s the connection customers make with a brand. Nowadays, consumers want to feel that brands represent them and share their values. They seek out brands that have positive, personalised interactions with them at every turn and are accessible through various channels – all of which boils down to CX.

What is CX?

CX (customer experience) is the overall impression a customer creates of a brand throughout their buying journey. Beyond individual actions – visiting a website, shop or social media page – CX comprises overarching feelings built up over time. It covers marketing, sales, customer service and every message a company sends out because each billboard, social media ad and interaction makes up a piece of a customer’s overall impression. One which, although positive, can quickly turn negative with no more than a single word or image. 

And what is CX Strategy?

CX strategy is a set of procedures that ensure a positive customer journey at every interaction. It ensures that every contact that users or potential buyers have with a brand is positive, reinforcing their favourable image, with each action having a cumulative effect and taking clients ever closer to a purchase.  

The core of a CX strategy is making customers feel like you understand them.

As Translation Agencies, Multilingual CX is what we do

As key players in the translation industry, we know that there is no better way to make customers feel understood than by speaking their language. In fact, a well-known study by the Harvard Business Review found that almost ¾ of respondents would be more likely to buy a product for which the description was in their own language, and that access to online information was more important than price when making a purchase.  

However, the market has seen much development since the 2012 study, which focussed solely on web behaviour, and while website translation is a key part of CX, there’s now far more to it. In a bid to improve CX, we see businesses seeking translations across their communications, from email campaigns to subtitling videos as well as providing customer support in several languages to producing well-crafted marketing campaigns that resonate across cultures. 

A holistic perspective of a company’s communications is key

With the importance of CX being recognised more than ever before, businesses are seeking consistent, coherent communications across channels – a consistency that should also be provided across languages. However, to make this possible, translators must have a holistic view of the entire CX and CX strategy, thereby allowing them to understand the aim of each action, tone of each sentence and message of each communication. This is done in order to ensure no text is disjointed or out of place and to make certain that everything produced works seamlessly in the target culture and that the target audience will connect with the brand just as authentically as the customers in the brand’s home country. 

It’s no easy feat. 

Eulogia members come together for Top Executive CX training 

As translation agencies operating in different markets across Europe, all of us have our own views of the developments in CX. But what happens when we come together to share our perspectives? 

We’re about to find out at our Eulogia meet-up in Bulgaria, where we’ll be taking part in Top Executive CX training. From workshops to experience-sharing, the meet-up is sure to be enlightening, allowing us Eulogians to do what we do best: Sharing the knowledge we’ve gathered across borders and supporting each other so that we can grow stronger together. 

The benefits of belonging to Eulogia

We are an association of like-minded experts who share a mutual understanding, shared identity and shared experience. That’s what makes Eulogia a one-of-a-kind collective that provides a range of benefits to our hand-picked members and helps us grow together, furthering our individual goals as well as the industry as a whole.

Belonging to Eulogia means support, shared knowledge and confidentiality, but read on to find out what that means in practice. 

Empowering each other through commitment

Belonging to Eulogia, just like belonging to any other organisation, requires commitment. To show up, participate, and contribute our knowledge when it’s called upon.

When you have that level of commitment from your industry peers – CEOs busy running successful businesses that reach across borders – it’s empowering. You know that every member has your back and will pick up the phone if you call and you have a network of people in similar positions who have likely faced the problem that’s stumping you and can give you pointers for overcoming it.

Knowing we’re all in it together empowers us individually and as a collective, and it is key when it comes to us taking the strides we so love to take. 

Group Insights through knowledge sharing

Eulogia lends itself to the deepest of knowledge-sharing practices. The all-important commitment we all share means we can be open about everything we do and share knowledge to build each other up. When individual business owners operate as a collective, focussing on collaborative benefits rather than competition, that’s when real strides are made – in companies, the wider industry and beyond.

We’re there for each other, providing new perspectives and viewpoints. Still, we also like to push our collective boundaries, attending training sessions held for Eulogia members on subjects that shed light on new issues for us all. We’re connected in our search for learning and growth, and when we learn together, the discussions that follow take us further in leaps and bounds. 

Growing through trust

Operating as a hive mind of peers, our members share a deep-seated trust. This hive mentality, in which we work together for the common good, breaks down any barriers we may have had because we know that what we share is safe and it will be implemented carefully and according to good practices. This openness and trust allow for strategies to be shared and replicated tastefully because we trust the information we get and trust that the knowledge we share will be kept safe so we can grow together.

All this and more are what it means to belong to Eulogia, and we couldn’t be prouder to lead the industry thanks to the collective we have created. Our hand-picked members are each selected thanks to what they bring to the table, so each one is valued in their own unique way, and in a way which helps us succeed even more.

What is Eulogia?

Eulogia is a leading alliance of language service companies spread across Europe. It is an association of translation agencies, each brimming with local knowledge, that come together in a diverse consortium. It is a collective of industry leaders selected to represent their country in terms of language, culture and expertise.

In practice, however, Eulogia is so much more. It is a group of CEOs who step out of conference rooms to spend time together, engaging in real conversations. It is a phone tree of specialists who call each other when they need questions answered, methods validated or resources shared. Eulogia is a collection of open-minded individuals who recognise and prize the importance of knowledge sharing above all else and who are more than happy to pool resources, knowledge and expertise, benefitting each member, their clients and the advancement of the language service industry as a whole.

Eulogia’s Values

When you build an alliance that spans a continent, it would be all too easy to overflow with members, their voices vying against each other to be heard. So, to ensure proximity, personal connections and space for each member to provide value and learn from each other, Eulogia functions on the basis of country representatives. This means that each European country is represented by a member company steeped in local knowledge which is ready to provide services in their language and beyond. As established industry leaders, these companies are then represented by their CEO – hand-picked visionaries themselves, each of whom brings something new to the table.

These CEOs build personal connections founded on trust because that’s how Eulogia likes to do business, and that’s how we operate: with complete confidence that each member delivers the highest quality standards in every job or project because they’re driven by shared core values and are supported by a network that has their back in every way.

Strength in Numbers

Although a 20-member organisation may seem limited, when each member is carefully selected to add another piece to the puzzle, there’s a definite strength in numbers. It is a strength we feel when we come together for training sessions, knowledge-sharing and a few drinks to discuss developments on our end. When 20 individuals with different perspectives have the space to share their views on a subject, new paths are quickly forged, allowing solutions to be found and developments produced that further the industry in leaps and bounds. Not to mention the specific subject at hand.

However, our strength also comes from diversity. Linguistic diversity – in the languages we work in – and the diversity in our expertise and specialisations. We all work in language services, but our fields range from translation in all its shapes and forms to multimedia localisation and high-specificity engineering, MT to automation as well as DTP to interpreting. This means that, when you contact a Eulogia member, they may not be the right person for the job, but they’ll know someone who is and will put you in touch.

However, our strength also comes from diversity. Linguistic diversity – in the languages we work in – and the diversity in our expertise and specialisations. We all work in language services, but our fields range from translation in all its shapes and forms to multimedia localisation and high-specificity engineering, MT to automation as well as DTP to interpreting. This means that, when you contact a Eulogia member, they may not be the right person for the job, but they’ll know someone who is and will put you in touch.

How we operate

Eulogia is the sum of all its members – an intangible web of knowledge that shifts and grows exponentially. From a client perspective, however, we operate as individuals who are leaders of our market, acting under a banner of excellence, trust and reliability but allowing our own colours to shine through as we work. We provide a range of language pairs between us but specialise in our own language and culture as separate entities, which means you’ll likely only work with one of us at a time. However, should the need arise, we’re well-versed in teamwork and cooperation, so we are more than happy to join forces if a project calls for it.

A benchmark of stability, Eulogia members go the extra mile as standard and have proved time and again that they are the very best in their field. Having stood the test of time over 25 years, we continue to stand firm together, taking on whatever challenges the industry has to throw at us.

The history of Eulogia

Fast approaching its 30th anniversary, Eulogia has traced a long history. Over almost three decades, it has developed from a mere spark of an idea to a movement. Reaching ever further, enveloping ever more nations, it has grown into a fully-fledged alliance that operates seamlessly across borders, uniting companies in a culmination of shared knowledge and practices. Now, decades on, it has become so much more than was ever expected, and we couldn’t be prouder to have built our network into what it is today: An interconnected web of experts pulling together to strive towards furthering the progress of the translation industry at large.

But how did Eulogia come to be?

The Spark that Ignited Eulogia

Fittingly, Eulogia was born in a place of connections. As multicultural a place as can be, connected to the world at large via hundreds – if not thousands – of flight paths: Heathrow Airport, London. 

It was March 1994 when seven individuals, each from a different country, came together at the airport to form what would be the first meeting of Eulogia members:

  • Peter Barber from Peter Barber Languages, UK
  • Catherine Muller from Taalwerk Texperts B.V., the Netherlands
  • Pål Mitsem from Translatørservice AS, Norway
  • Ignacío Muñoz Garcia from ME&TA, Spain
  • David Oliver from Traduçoes Oliver, Portugal
  • Evangelos Spanidis from Lexicon, Greece
  • Corina Hay from HIGH-TECH Hay GmbH, Germany

Instigated by Peter Barber, this meeting sought to form a European Interest Group of Translation Companies. One that would go on to apply for a 12-language contract with the European Community. The draw was obvious, and the members who gathered that day immediately saw the potential of a collaboration.

Fanning an Ever-growing Flame

From the first meeting of seven members, the group saw rapid growth as new members joined, each representing their EU country and language. Even though the combined strength of the group was unable to secure the contract that had initially brought us together – two applications were filed, and the group was only selected as a runner-up – over a short space of time, we found that our strength in numbers actually had much greater potential.

The potential to boost our individual growth and knowledge. To share practices and cement policies. To work together alongside each other. And so that’s what we began to do, year after year. 

In fact, we’ve made sure to meet at least once every year since 1994, sometimes twice, taking 3 days out of our busy schedules to gather in one of our member countries. For over a quarter of a century, we’ve been exchanging ideas and helping each other, becoming a dependable group of friends and partners that each gets out as much as they put into our alliance.


From a Bonfire to a Hearth 

20 years on, the world of translation has undergone substantial upheaval, with mergers and acquisitions leading to us lose some of our most valued, longstanding members in 2015. We were, however, unwilling to let go of the connections we’d built, knowing Eulogia could become so much more. 

In 2017, our gathering in Vilnius would set the stage for just that: Us taking on the challenge of reinventing Eulogia and ensuring that it became more solid and structured than ever before. This came to being in the founding of the Eulogia Alliance in Malta, where a board was established that would oversee operations and ensure that Eulogia continued to grow.


Ensuring an Everlasting Flame

The first step on the agenda was replacing the members we’d lost, a process that began with a search for strong, energetic translation partners who could bring new ideas and input to Eulogia. Some countries had never been represented, others had lost their representatives, and so the group expanded by invitation only, spreading across Europe…and beyond. 

The last decades have instilled strength and pride in every member of Eulogia, both new and longstanding, providing stability and security in numbers as we take on a globalised world. Every industry, not least translation, is facing immense change, but we know that, together, we are fully equipped to take on these changes, developing with the times to face new challenges and provide for new market needs. Working together, as partners, we seek to establish stable strategies to secure our own futures and further the world of translation, ensuring that our companies, collective and industry continue to thrive in our changing world. 

To Eulogia, past and future, may we continue to make communication open to all!