In a world where international relations, travel, immigration, and international commerce have become a part of everyday life, translation and localization are key elements in any business strategy. International companies and e-businesses now rely on translation and localization to gain access to diverse markets, with customers who speak completely different languages and come from varied cultural backgrounds. However, according to Shailey Minocha, Pat Hall, and Lisa Dawson, authors of “Localization Challenges in Usability and Customer Relationship Management of E-Commerce Environments,” e-businesses are now shifting their attention from customer acquisition to customer retention. And this is where Customer Relationship Management (CRM) strategies come in to help businesses personalize their services, provide better customer service, and tailor what they are offering to their customers’ particular needs.
Translation and Localization Strategies
Software translation and localization strategies are two faces of the same process through which companies modify their web sites, for example, to make them easily accessible and intuitive in nature, so that their customers can find exactly what they want in the shortest possible time. Although every translation requires a certain degree of knowledge about the target audience, localization takes this process one step further because of its goal to more fully understand the audience and its beliefs, culture, and thought processes. This knowledge is then used to adapt colors, images, graphics, and the overall look of a website so that it can be thoroughly localized.
SalesAgility, the developer of the popular open-source Customer Relationship Management (CRM) product, SuiteCRM, launched a crowdfunding campaign aimed to deploy enhancements to the application, including language packs to support and reach audiences from different countries, speaking different languages.
Besides translation and localization services, CRM strategies help businesses focus on client loyalty instead of just tailoring websites so that they become more usable, interactive, and visually attractive. The whole idea behind CRM is to offer your clients exactly what they are looking for, making them feel like a valued part of the company and providing customer services which are even better than what they expect. For this to work, cultural differences need to be taken into account, as the customer services expected by each individual depend on the unique attributes of that person, such as where he/she lives, his/her education, and his/her beliefs. The whole point of CRM strategies is to treat customers as individuals, and in order to achieve this, it is very important to understand that customers with different backgrounds need to be treated differently.