Time to reinvent the customer experience – notes from the Nordic Translation Industry Forum
We were lucky to participate in the latest edition of the Nordic Translation Industry Forum that took place in Helsinki 22–24 November. A wonderful forum that gathers language professionals both from the vendor and the buyer sides from the whole of Europe but with a Nordic perspective. Here are some of the things we took home with us:
- Don’t take for granted that your customer knows what you do and don’t forget to help your customer to make the right decisions.
Salvo Giammarresi from PayPal offered a great overview of how globalisation is addressed at the buyer’s side. He profiled the different scenarios that a company can have for globalisation where people more often than you think do not have a clue about what it means to localize a product into another market, and how we work in the translation industry. Something that is always good to remember.
- It is now possible to tour the world with your personal interpreter in your pocket! The developments and variety of solutions within software interpretation technology are fantastic and there is a solution for every need.
The conference focused in large on interpreting and different interpreting software companies (Tulka, Interprefy, Interactio, Tikktalk, Youpret and Kudo) presented their solutions. The field of interpreting is undergoing some ground-shaking changes. Ubiquitous broadband has made multilingual streaming a reality and helping people communicate is easier than ever.
- Localization shouldn’t be an afterthought as it can’t be glued onto the finished product
Tarja Karjalainen from Polar Oy explained how software companies should prepare for localization, what the benefits of dedicated localization teams are and what kind of translation partnerships and cooperation are involved in the process. The keys for success being:
- Invest in technology
- Take good care of your terminology, translation memories and processes
- Communicate with your translation partner
- Automate as far as possible
- Operational innovation is not enough; we need to reinvent the customer experience
Robert Etches from Semantix explained why LSPs no longer should stand for Language Service Provider but for Language Solution Partner, selling multilingual intelligence and not merely translations: In a world dominated by the big five Apple, Google, Amazon, Facebook and Microsoft our customers need proactive partners instead of passive providers.
So the future is really here. If you want to talk more about the state of the industry and about our efforts toward proactivity, please give us a call or drop a line and we will get back to you!
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