Language and translation stories

5 Language and Translation Stories from around the Web

In this instalment of the Linguistica International blog, we have trawled the web so you don’t have to, compiling some of the most fascinating, curious and downright daft stories about language and translation as we go. So, if you want to learn more about a ground-breaking emoji translator, the differences in bilinguals’ perception of time, or the fact that we’re all going to be talking to dolphins by 2021, please read on.

1. Humans could be talking to dolphins by 2021

Where else could we start than with the ‘flippin’ good news that humans could be conversing freely with dolphins by 2021? Whether we’ll be discussing the state of the Labour Party or the price of a loaf of bread has yet to be disclosed, but Swedish start-up company Gavagai believes that artificial intelligence could help them translate all those whistles and squeaks to create a dolphin dictionary. Perhaps someone should tell them that Flipper has been talking to humans since 1963.

2. Bilinguals may perceive time differently

If you speak more than one language then according to a new study, you may perceive time differently depending on the language you’re using. Researchers found that Spanish-Swedish bilinguals would visualise time as a distance in Swedish, or as a volume in Spanish. Of course, we have long known that the Spanish visualise time differently, as it is the only language where ‘tomorrow’ (mañana) actually means some undetermined time in the future.

3. Emojis are being translated

3. Emojis are being translated

A new app has been created by Samsung Electronics Italia to translate those lovely little emoticons into language. On the surface, that may seem like an entirely fruitless exercise, but it seems there is actually some scientific merit to the firm’s work. Aphasia is a communication disorder often caused by brain injuries and strokes. Sufferers frequently find it difficult to put their thoughts into words, even in the simplest conversations, so using emojis can help.

This can also solve the almost universal problem, particularly amongst those of a certain age, of inappropriate emoji use. How many times can anyone be told that an emoji is angry, not sad?

4. Accurate machine translation is still nowhere near the mark

Tell us something we didn’t know. Any of you who have used machine translation tools will already know this technology is no substitute for a human translator. Even Facebook has admitted it. During a recent F8 conference, a Facebook engineer admitted that consistently accurate machine translations were still a long way off. He cited slang, scaling, informal spellings and ‘low resource languages’ as particular obstacles they were struggling to overcome.

5. The world’s most translated book

The little prince

The Little Prince, a book written by Antoine de Saint-Exupéry, has become the world’s most translated book (after the Bible). First published in 1943, The Little Prince, a book written both for children and adults, was recently translated into Hassanya, an Arabic dialect from North Africa. That means it is now available in 300 languages.

Need some translation work of your own?

If you have a translation or transcreation project of your own, please get in touch with our team by calling 02392 987 765 or emailing today. Alternatively, if you’ve spotted a translation story you’d like us to cover, please get in touch on Facebook.

Back-Translation and Reconciliation for High-Value Content

Back Translation and Reconciliation for High-Value Content

If you have particularly sensitive or high-value content to be translated or localised with the greatest possible accuracy, our back-translation and reconciliation service is the answer. But what are ‘back-translation’ and ‘reconciliation’, who uses them and how can they help your business?

What is back translation?

Back-translation is the process of double checking the accuracy of a document that has already been translated by giving it to an independent translator with no knowledge of the original text. They then translate the document back into the original language. This allows you to compare the translation that has been produced with the source text for quality, accuracy and any confusions or ambiguities that may exist.

Such is the nature of language that the back translation will never be completely identical to the original document, but it will give an accurate depiction of the precise meaning of the translation in the target language.

Back translations are often performed as literally as possible to identify any errors in the nuances of the language. This means back translations do not always read naturally. If there are any major semantic differences between the back translation and the original translation, it can be difficult to know where the fault lies. This is where reconciliation can help.

What is reconciliation?

Once the back translation has been performed, a ‘reconciliation report’ is produced that outlines all the potential issues that exist between the source text and the back translation. This includes any potential discrepancies or confusion in meaning. During the reconciliation, these discrepancies are identified and traced back to the source text to find exactly why they have occurred. This can involve conversations with the original translator to find out why the errors have been made.

The next stage in the reconciliation process is for any amendments to be made until the source material and the back translation have exactly the same meaning. A final reconciliation report will then be submitted to the client with the completed translation and an explanation of any discrepancies that were found in the original document.

Why are back-translation and reconciliation services used?

Any high-risk, high-value translation where a single inaccuracy could have serious consequences should go through this process.

For organisations in certain industries, a back translation to verify the accuracy of content is a legal and regulatory requirement. For example, in pharmaceutical and medical device companies, back translations and certificates of accuracy must be submitted with all translated materials. Similarly, for clinical trials, ethics committees and Institutional Review Boards, this level of translation accuracy is often necessary.

However, even where back translation is not a legal or regulatory requirement, if you have sensitive or valuable information that must be accurate and/or the source text is technical or complex, you should always include back translation in the translation process. This will remove the risks associated with publishing content and other information that could include mistranslations or cultural and factual inaccuracies. This includes marketing materials, protocols, surveys, questionnaires, reports, assessments or anything that contains high-risk information.

A word of warning

The back translation and reconciliation of your documents is a faster and smoother process if you use the same translation team for the entire project. This is due to the fact that it can be difficult to reconcile translations if the original translator was not part of the same team. Another sticking point is the fact that many translation companies will not issue a certificate of accuracy for translations they have not performed.

How can we help?

At Linguistica International, our translation team can complete every stage of your translation, from the writing, proofing and editing of the original forward translation, to the back translation and reconciliation, wherever required. To discuss your project in more detail, please call 02392 987 765 or email

Why Multilingual Content Marketing is Key to Expanding Overseas

Why Multilingual Content Marketing is Key to Expanding Overseas

Communicating with your customers effectively is the basis of every successful marketing campaign. If you don’t reach your customers in the right way, or with a message they understand, your marketing budget will be wasted. If your business serves an international customer base then communicating with them in a language they understand becomes all the more important. That’s where multilingual content marketing can help.

What is multilingual content marketing?

Content marketing is the process of creating and sharing free information that is valuable to a prospect or customer. The aim of the content is to turn a prospect into a customer, or a one-time customer into a subscriber or repeat buyer. At each stage of the buying cycle, different types of content will help to achieve this goal. For example, a consumer at the research stage of buying a new car might search online for something like, ‘best used cars under £3,000’, whereas a consumer further along their buying journey might search, ‘used Renault Clio in London’.

Your aim as a content marketer is to answer the consumer’s questions as they progress along the buying journey with high quality, well researched and impartial information. Then, when it comes to making a purchase, who are they going to turn to? Hopefully, you.

Multilingual content marketing is all about doing exactly the same but in more than one language. This can be difficult because overseas consumers will ask questions in a different way and may not want the same type of answer. Although it might be challenging, creating multilingual content is well worth the effort, and here’s why…

English is no longer the lingua franca online

In the early days, the English language dominated online, but now all that has changed. Only about half of the most visited websites are English and the amount of content being produced in other languages is growing at a much faster rate.

Asia currently has more internet users than the US and Western Europe put together, while the country with the most social media users in 2016 was South Korea. If you want to tap into these markets, you have to adapt your content to meet the needs of the native consumer, because one thing’s for sure, if you don’t, someone else will.

90 percent of users prefer to read content in their own language
Of course they do. The only surprising thing about that figure is that it’s not higher. There’s a time and a place to improve your second language skills, but when you’re searching for information about how to unblock your sink or fix your carburettor, that’s probably not it.
53 percent of consumers said they would ‘accept’ visiting an English website if there was no other choice, but clearly, any site with native language content will be their preference. In fact, research by Common Sense Advisory found that 56.2 percent of the consumers they surveyed said local language content was even more important than price.

Multilingual content fuels multilingual SEO

Consumers in overseas markets will only be able to buy from your business if they can find you online, and that is down to your multilingual SEO. Content now has a huge part to play in determining where the search engines will rank you for the key terms that are relevant to your business. In markets where competition is low, a decent quantity of high-quality native language content could get you to the top of the rankings in a relatively short period of time.

A blog by Salesforce refers to a study of Fortune 500 companies, which found that business which had localised their content were twice as likely to increase their profit and 1.25 times more like to grow their earnings per share year-on-year.

Time to start creating..?

We’ve established that people prefer to read content and buy from websites written in their own language, and that native language content is a hugely important factor in your search engine rankings. Surely then, now is the time to kick-start your overseas expansion with a multilingual content marketing campaign.

For the help you need, contact Linguistica International today. Our multilingual copywriting and transcreation teams can create content that hits the right note in every language.


How can UK Businesses Localise for the Asian Market

How can UK Businesses Localise for the Asian Market?

The Asia Pacific region alone is home to more than half of the world’s population. If there was just one statistic to tempt you into branching out into this huge market, that would probably be it. But, with 49 separate countries each with their own language, culture and economy, every market in Asia is at least as unique as those here in Europe. There’s certainly no ‘one-size-fits-all’ approach you can use to take Asia by storm. In fact, the Profit or lose executive, recently launched by Ernst & Young, advises companies entering the Asian market to employ greater local autonomy, granularity, focus and agility than ever before.

However, expansion into new markets is often the next natural stop for successful UK businesses and, given the increase in tourism, the widespread use of technology and successful mobile innovations, Asian countries now feature at the top of many ‘expansion wish-lists’.
So, if you’re going to localise your business for the Asian market, here’s what you need to consider…

1. A big opportunity, an even greater challenge

Entering into developing economies might seem like an opportunity that’s impossible to miss, but selling in countries that are undergoing massive change is too big a challenge for most small businesses. Instead, smaller online companies are more likely to see a return on their investment by targeting developed parts of Asia. That includes countries like Japan, South Korea, Singapore, Taiwan, Hong Kong and China. China is last on that list because, although the market is huge, the competition is intense and there is stiff regulation in place, particularly when it comes to imports.

2. A by-word for quality

British products and services are increasingly popular in Asian markets and are often, rightly or wrongly, perceived to be of a higher quality than much of what is available domestically. For that reason, you should display the ‘Made in Britain’ slogan prominently and with pride. You should also forget about competing on price with suppliers in the region. Not only do they have a giant pool of cheap labour to tap into but they also don’t have to worry about shipping costs. Asian consumers will generally be willing to pay more for British brands as long as you position them correctly.

3. Get your online presence up to scratch

It’s no generalisation to say that young Asians in developed countries are highly adept at researching and buying products online. For that reason, it’s essential you take the time to localise your website and online content to make it available in the language spoken by your target market. You should also make sure your website is responsive – is able to adapt to the screen it is being viewed on, regardless of what device it is – as a greater proportion of internet traffic in these regions comes from smartphones than laptops and PCs.

4. Nuance is everything

Localising your website and other online assets means a lot more than simply translating the text. Forgetting to account for the cultural context in the visual design of your assets is a big mistake. The focus needs to be on the digital experience of the user. Nuance is everything, so make sure you plan a full-scale sensitivity review at every stage of the design process. Even certain colours, the navigational structure and imagery can turn buyers off.

5. Market across the most popular channels

Once you’ve launched the new version of your website your work has only just begun. You’ll now need to adapt your British marketing strategies to target the local market. What works in the UK may not work overseas. Your first job is to determine who the audience is, what methods of distribution are most likely to reach them and how they can be leveraged to get the message across.

If you hope to expand into Asia, above all, you need to do everything you can to learn about and cater to your new customers. The companies that succeed are those that do more than just replicate their strategies in the domestic market.

To learn more about how we can help tailor your offering for the Asian market, please call our localisation and transcreation team on 02393 987 765 or email today.

Gender in Language

The Curious Case of Gender in Language

As a team of professional translators that spend our lives immersed in languages, all too often we simply accept the rules of the languages we use without taking the time to question why. On a recent trip to Bordeaux – yes, it was wonderful, thank you – I was reminded of a question that often plagues early language learners, but is simply accepted later on…

Why, oh why would you complicate a language by giving every noun a gender?

For an English speaker, grammatical gender is one of the most bamboozling aspects of learning a new language, partly because it is often done in such arbitrary ways. For example, why in French is a window (une fenêtre) female, while a reading book (un livre) is male? And why would anyone introduce an added difficulty into a language that for all intents and purposes, doesn’t need to be there?

In this instalment of the Linguistica International blog, we’re going to see if we can unravel a few of the mysteries surrounding gender in language.

Grammatical gender for the categorisation of nouns

Every language assigns gender for animals, people or characters, but there are also many languages that use gender as a way of categorising nouns. This gender does not necessarily have to match up with the natural gender of the person or object being described.

Languages have many different ways of assigning gender. Some will be based on the physical characteristics of an object, while others are assigned according to cultural or even mythological views. Some languages base a noun’s gender on the ending of a word, as is the case in Spanish – but the real question, which actually proves very difficult to answer, is why?

Why assign a gender?

Grammatical gender is part of a broader phenomenon of noun classes which exist in many of the world’s languages. In fact, as an interesting aside, even the English language used to classify its nouns by gender, although English speakers stopped this practice during the Middle English period.

Noun classes have the role of dividing nouns into groups which often have different rules that apply to related pronouns, verbs, adjectives and even prepositions. In some languages, nouns are split between animate and inanimate objects, while others classify their nouns by size. Now that actually sounds like it makes pretty good sense, but to plunge you back into confusion, some classes of nouns can also be completely arbitrary, with nothing to connect them at all.

So why do arbitrary noun classes exist?

The answer is that even the very best linguistic brains don’t actually know. A lot of these noun class and gender classifications date back to a time before historical records began. As time has gone by, languages have changed, split off into multiple languages and evolved. So, what probably at one time began as a motivated distinction, for example, splitting nouns into animate and inanimate objects, went through changes that completely removed the original purpose of the distinction.

The result is lots of complicated vocabulary which is absolutely no benefit to those learning to speak and write the language!

Want to know more?

Then get in touch with the Linguistica International team. We will happily regale you with more linguistic tales while discussing your latest translation, transcreation or copywriting project.

Every 14 Days we Lose a Language

Every 14 Days we Lose a Language – These are the Most Endangered

We’re a linguistically eclectic bunch here in the UK, with 17 native languages and more than 300 different languages spoken by people from all over the world. However, the sad fact is that every 14 days, another language falls silent forever.

Such is the pace of the linguistic cull that experts warn 50-90 percent of all the world’s languages could disappear by the next century. Many of these will be languages spoken in the developing world, but there are also some critically endangered languages across Europe and in the UK.

So, before we lose them forever, let’s celebrate some of the critically endangered languages that could be lost in the coming years. And, what better place to start than here in the UK…

1. Cornish

Cornish is not just the English language spoken with a thick accent while wearing a flat cap. Cornish is a Celtic language that had 39,000 speakers back in the 13th century. Since then, Cornish has gone through some tough times and was actually declared extinct in the 19th century. Thakfully, the language is now officially back from the dead after scholars began a successful effort to revive it. In 2010, UNESCO reclassified the language from ‘extinct’ to ‘critically endangered’. There are now some 3,500 Cornish speakers and it is even taught in some schools.

It doesn’t get much more Cornish than this…

 2. Manx

Languages don’t come much more critically endangered than Manx. Manx, the Celtic language of the Isle of Man, currently has only around 100 speakers, and although the last native Manx speaker died in 1974, an impassioned revival effort has helped to keep it alive. That didn’t stop UNESCO declaring it ‘extinct’ in 2009, only to amend their classification to ‘critically endangered’ more recently, but it is still teetering on the brink.

 3. Cappadocian Greek

The language of Cappadocian Greek is a Greek-Turkish hybrid that evolved in the time of the Byzantine Empire. Like the rest of the Byzantine Empire, the people of Cappadocia spoke Medieval Greek. However, in 1071, a lost battle meant the area around Cappadocia was taken over by Turkish speakers. Cappadocia was subsequently separated from the rest of the Greek-speaking world, and their language became heavily influenced by the influx of Turks.

Scholars thought the language had died out in the 1960s, but researchers from Ghent University recently found a small pocket of some 2,800 still speaking Cappadocian Greek.

Here’s a little history lesson…

4. Wymysorys

Wymysorys is a little-known Germanic language remarkably only spoken in the small town of Wilamowice, in Poland. The town was founded by settlers from Flanders, Friesland, Holland and Scotland in the 1300s. The Wymysorys language evolved and continued to be spoken by the descendants of the original settlers. After WWII, communist authorities tried to wipe out the Germanic language, which is partly why there are estimated to be just 70-100 native speakers today.

5. Gottscheerish

This critically endangered language was spoken by German-speaking settlers who migrated to what is now a part of Slovenia in the 1300s. Gottscheerish is closely related to a number of other Bavarian dialects but makes no sense to modern Germans. In an interesting quirk of fate, most of the remaining Gottscheerish speakers now live in the cultural melting pot that is Queens, New York, but their exact number is unknown.

We speak your language

If you want your website or technical documentation translated into Cappadocian Greek, you’ll probably have to look elsewhere. What we do offer is quality translation, transcreation and copywriting services in more than 200 languages from around the world. To discuss your project, please get in touch with our team.

The Numbers that Made our Translation Team Tick in 2016

The Numbers that Made our Translation Team Tick in 2016

2016 was one heck of a year. When you’re living in the moment it can be difficult to appreciate just how potentially far-reaching some of the events you’re watching unfold could be.

On the good news front we saw Tim Peake return to earth after a historic six-month stay on the International Space Station. Leicester City did the unthinkable and won the Premier League. And then there was Pokemon Go.

Pokemon Go turned half of the UK into a zombie-like battalion of ‘catchers’ all desperately seeking their very own Bulbasaur (see above – bulb on back) in the local park or industrial estate. Even the Church tried to get in on the act with one Birmingham church proudly proclaiming: ‘Jesus Cares About Pokemon Gamers’.

2016 was also the year of Brexit and Trump, which may be brilliant or disastrous depending on your political bent, but we’re not going to get bogged down in all that – save to say it was a pretty eventful year.

But how did 2016 go down in the microcosm that is the Linguistica International HQ? These are the numbers that made our busy translation team tick this year…

  • 533 projects delivered before the deadline;
  • 141 newly qualified, tested and raring-to-go linguists added to our team;
  • 21 informative, fact-packed, and dare we say, hilarious translation blogs published;
  • 8,627 emails sent by the Linguistica team (that’s 23 a day including weekends and public holidays!);
  • Over 2 million words translated for our wonderful clients;
  • A 98 percent client retention rate;
  • One new sister company established – Linguistica Recruitment;
  • 3,285 cups of coffee consumed (approximately, we did a little maths);
  • 4,691 followers on Twitter;
  • 356 times we listened to Adele’s ‘Hello’ on the radio at our base in Southsea;
  • 10 percent – the incredible limited introductory discount we are offering all new customers on translation projects in January 2017.

And there you have it, the important and not so important numbers that made it a year to remember for the Linguistica translation team. Thankfully, we’ve finally said ‘goodbye’ to Adele and are now on the lookout for a new go-to tune for the year ahead.

So, any song tips just give us a yell. Otherwise, if you’d like to take advantage of our 10 percent discount for new customers, please give us a call on 02392 987 765 or email: right now.

New Year's traditions from around the world

New Year’s Traditions from around the World

First of all, we’d like to wish a Happy New Year to all of our lovely translation clients and those of you who simply drop by to read the Linguistica International blog. We had an incredible, if extremely busy 2016, and look forward to much of the same in the year ahead. In terms of resolutions this year, we’re not interested in all that nonsense. Instead, we’re going to take a look at how the New Year was celebrated around the world.

The not-all-that-surprising news is that New Year’s celebrations around the world are pretty universal in their reliance on fireworks and alcohol. So, if your memories of the evening itself are a little hazy, you can take some solace from the fact that you’re certainly not the only one. But amid the ubiquitous fireworks and booze, there are also some intriguing local traditions that help welcome in the New Year.

1. Scotland

The traditional Scottish New Year’s celebration is called the Hogmanay, an ancient festival originally brought to Scotland by the invading Vikings in the 8th and 9th centuries. Many of the customs that form part of this festival aim to bring luck for the coming year. In some regions, the first person to enter the house after the clock strikes midnight can bring good or bad luck for the year ahead depending on their physical characteristics.

Thie ‘first footing’, as it is known locally, is still common across Scotland. To ensure good luck for the house the first foot should be tall, dark and male, and should bring with him symbolic pieces of coal, shortbread, salt, a black bun and a wee dram of whisky. The dark male bit is believed to be a throwback to the Viking days, when a big blonde stranger arriving on your door step with a big axe meant trouble, and probably not a very happy New Year!

2. Ecuador

We now head slightly further afield to Ecuador, where the locals celebrate the arrival of the New Year by burning effigies called ‘Los Años Viejos’ or ‘the old years’. These large scarecrow-like dolls represent the failures, regrets and anger of the outgoing year and usher in the hopes and resolutions of the new. A handwritten note is pinned to the effigy, which often takes the form of an irritating person or unpopular political figure, explaining why it must be burned and what changes and improvements are needed.

3. Mexico

Mexican families prepare for the New Year by making a list of all the bad things that happened to them during the past year. At midnight, their lists are thrown on a bonfire to signify the fresh start they will make. Mexicans also partake in a tradition brought over from Spain, in which 12 grapes are eaten as the clock strikes midnight and a wish is made with each of the grapes.

4. Japan

In Japan, Buddhist temples across the country ring their bells 108 times to cleanse the people of the 108 worldly desires described in Buddhism. These sins include stinginess, sarcasm and desire for fame. It is also customary to send postcards, called nengajō, to family and friends. This practice is believed to date back to the 8th century. Rather than delivering the nengajō early, post offices hold onto them so that they arrive on the first day of the year.

5. Denmark

Not to be outdone, the Danes have a couple of unique traditions of their own. As the midnight countdown is rung in on Copenhagen’s Rådhus (city hall), it is traditional for those celebrating indoors to scramble to the highest safe viewing point (normally a chair or a sofa) and jump into the New Year. This can mean some Danes start the year with a twisted ankle.

Come midnight, it is also a tradition to smash old plates and china against a friend’s front door. This, strangely, is a sign of affection. So, the bigger the pile of china outside your front door, the more loved you are. Just watch out for the windows or it’ll be your friendship that’s left in pieces!

Start the New Year with a Bang!

The transcreation and translation services here at Linguistica International will make sure your message is heard around the world in 2017. To join the likes of Santander, Orange and Manchester United, please get in touch with our team by calling 02392 987 765 or emailing: today.


Going Global: Top Tools for Identifying Expansion Opportunities

Foreign expansion is a serious undertaking. Running a UK business is tough enough, so it’s little wonder many business owners are hesitant to sell their products and services overseas. The cost, complexity and even a little fear can make businesses reluctant to take advantage of the opportunities that arise. You probably have very little weekend left as it is, so the thought of adding to your worries and your workload will not be the most appealing.

But the fact is, if you don’t expand into foreign markets, your competitors will. Do you want to sit back and watch the competition capitalise on an opportunity you identified? Probably not, right? In which case, it’s time to go global.

When building a case for expanding overseas, the most important thing is to make sure there’s a market for your products or services in the first place. The last thing you want is to pour you resources into a highly competitive market that could take years to crack, or a market with limited demand for the products you sell. So how do you assess the size of foreign markets before you take the plunge ?

These are just the tools for the job…

1. Google Global Market Finder

This is a really handy tool, and not only because it’s free. This AdWords extension helps you understand the performance of particular keywords around the world and gives you insight into the searchers’ intent. The tool itself is very simple. It translates your keywords into 56 languages and lets you see how many searches are made a month in each language along with the level of competition for each.

If you find that a certain keyword that generates a lot of searches in a particular country, but the competition for that keyword is actually very low, you might have struck gold.


2. Global Web Index

The Global Web Index combines the world’s largest digital consumer study with cutting-edge analytics to provide genuine insights that can improve your foreign expansion decisions. It offers a free 14-day trial so you can try before you buy, and you might find the trial provides all the insights you need.

Using this tool, you can identify your audience based on thousands of digital consumer data points, and use that information to get a better understanding of their online behaviour and lifestyle. That includes information such as their wealth profile, the devices they own and their media and social media habits. This allows you to not only identify a market in the first place, but also to segment your audience and allocate a marketing spend to reach and engage them based on their preferences and behaviour.

3. SEM Rush

This tool can provide you with a comprehensive range of information to help you crack a new market online. You can compare domain names and estimate the difficulty you’ll have ranking for your keywords, and gain insights into paid search advertising and SEO in your industry. You can also scope out the competition, identify the keywords they are targeting and take a closer look at their activity in terms of paid search and digital advertising.

4. Santander’s Trade Hub

If you’re a Santander customer then you can access the Trade Hub for free. If you’re not, creating a free trial account will give you restricted access to the features on offer. This includes functionality to help you identify where to trade, who to trade with and how to establish yourself overseas. It will also identify the top markets for your products and services to help you understand where the demand is.

Need help with your foreign expansion plans?

Once you’ve decided to expand your business overseas, we can provide the essential assistance you need to put your best foot forward in foreign markets. For more information about our translation, transcreation and copywriting services, please email: or call: 02392 987 765 to speak to our team.

Multilingual customer service

Is Multilingual Customer Service Worth it? Here’s why we think it is

Taking over the world is a tricky business. You might think globalisation would mean you could get away with a one-language-fits-all approach to your marketing materials, website content and customer services, but the truth is that we all have a significant native language bias. Even our language spoken with a non-native accent, or written with spelling discrepancies i.e. American/British English, is often enough to prevent us parting with our cash.

So, when you’re trying to meet the unique needs of customers in foreign markets, is multilingual customer service really worth it? We think it absolutely is, and here’s why…

1. You can boost customer loyalty

It’s lovely to be looked after by a business. When you receive fast, honest and effective customer service, delivered with a smile, it’s such a rarity these days it’s something most customers will remember.

One of the biggest factors in the quality of the customer service you receive is the language it’s delivered in. A report from Common Sense Advisory found that 74 percent of customers would be more likely to buy from a company that offered after sales support in their native language.

A further report from the International Customer Management Institute (ICMI) found that:

  • 72 percent of customers said support offered in their native language improved their level of satisfaction;
  • While 58.4 percent said it increased their loyalty to the brand.

And that what it’s all about. You treat your customer well and there’s a good chance they’ll be back for more.

2. It builds trust

You’re a good, honest business that sells products and services for a fair price, right? You want your customers to recognise you for what you are. Consumers prefer to hand over their hard earned cash to companies they trust, and they are more likely to trust companies that speak their own language.

Speaking the customers’ language makes it easier to build relationships and help them understand how you think. Customers also tend to believe the information they are receiving is more accurate if it’s delivered in their native tongue.

3. Native speakers understand what customers want

Customers from different cultures have very different expectations of the customer service they receive. Everyone wants their problems solved in one way or another, but some nationalities like to discuss their problems on the phone at length, while others prefer a live chat facility that takes as little time as possible. In some countries, up-selling is quite acceptable, while in others it is considered rude.

Having native speakers to deliver your customer service function ensures an intimate understanding of the target market. The result is support that meets the customers’ preferences and their particular needs.

4. Even bilingual customers prefer their native language

It is not uncommon for businesses to expand into countries where English is spoken as a second language to reduce the costs associated with translation and transcreation. However, just because your customers can speak English, it doesn’t mean they want to.

Most customers feel more confident checking the details of a product or service, or communicating their disappointment if their expectations are not met, in their native language. Removing the anxiety associated with speaking a second language can improve the customers’ experience.

How can we help?

At Linguistica International, we can help your customers get the support they need in a language they understand. Our translation and transcreation teams can create word perfect user guides, customer support pages and FAQs in your customers’ language. The result is happy customers, and a successful business.

For more information, please call 02392 987 765 or email: