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.