Using Translation to Boost Loyalty

Localization, as you know it, is the latest buzzword in the consumer industry, and essentially implies adaptation of your products and services to align them with the local cultural and linguistic demands and preferences of a particular region. To put it in simpler words, a localized product or service would, in essence, appear to have been created especially for a particular target market by the people belonging to local demographics.

Understanding internalization

As a part of a company’s internalization efforts, a global product or service is created in such a way that it can be easily adapted or localized to the needs and preferences of any specific market without making any significant modifications to its structural or software framework. For instance, an early internalization process of a particular game or app created by a company is imperative to avoid any exorbitant re-engineering investment or cost overheads while implementing localization later.

So, how does localization boost customer loyalty and satisfaction?

One of the most important ways in which localization can actually be a great prospect for your business is enhancing customer satisfaction and loyalty to your brand and its offerings. When you localize your products and services by carefully aligning and adapting them to a particular culture or demographics, you are essentially creating content that resonates with the local people on a deep, personal level.

For instance, if you spend thousands of dollars on creating a single massive global campaign and launch it for the local audiences across the different cultural and ethical geographies around the world, you might not be able to stir the kind of response that you were looking for. The major reason behind this local apathy might stem from the fact that what might be appreciated in your country as a witty remark or catchphrase might be regarded as ridiculous or even downright offensive in certain cultures. As a result of this, your product or service might not be well received by the local audience and all your marketing efforts might eventually fall flat.

An example of localization gone bad includes the famous food chain Kentucky Fried Chicken that entered the Chinese market with their iconic slogan “Finger-lickin’ good”, which apparently translated into something more of a cannibalistic nature. The slogan was interpreted in the Chinese market as “We’ll eat your fingers off” and ended up a dud, prompting the brand to implement necessary translation processes to fix the situation.

Through localization, you can not only identify what clicks with the customers in your target market but also design your products and services in a way that they are received by the audience in a positive way. When your local customers get exactly what they are looking for, they feel a connection with your brand and develop lasting and loyal relationships with your company. That being said, localization helps your target customers identify with your brand as their own and develop a certain level of trust for your future offerings as well. Needless to say, this effectively helps cement your position as a reliable name in your target market and take your brand to unprecedented heights of global popularity over time!

Also, since your localization efforts can help design products and services that are able to do away with local cultural and ethical barriers and align with the domestic market conditions, you can reach out to more number of potential customers and acquire a larger client base in your target market. Localization can also help you enter a new market more rapidly by incorporating localized content and encouraging more customer engagement across boundaries. Procuring a more diverse clientele can be a great competitive advantage over your business rivals in the industry and help you achieve higher revenues over time.

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