{"id":2288,"date":"2020-03-17T00:00:00","date_gmt":"2020-03-17T00:00:00","guid":{"rendered":"https:\/\/www.motionpoint.com\/?post_type=blog&#038;p=2288"},"modified":"2020-03-17T00:00:00","modified_gmt":"2020-03-17T00:00:00","slug":"the-value-of-website-translation-in-the-era-of-covid-19","status":"publish","type":"blog","link":"https:\/\/www.motionpoint.com\/blog\/the-value-of-website-translation-in-the-era-of-covid-19\/","title":{"rendered":"The Value of Website Translation in the Era of COVID-19"},"template":"","blog_categories":[16,10,9,107,15],"resource_categories":[27,28,37,34,30,24,35,26,23,32,22,31,17,29,18],"targeted_localized_audience":[],"document_categories":[],"class_list":["post-2288","blog","type-blog","status-publish","hentry","blog_categories-covid-19","blog_categories-marketing-strategies-customer-experience","blog_categories-marketing-strategies","blog_categories-translation-technology","blog_categories-website-translation","resource_categories-industry-b2b-manufacturing","resource_categories-industry-b2c-manufacturing","resource_categories-content-type-blog-post","resource_categories-business-goal-brand-experience","resource_categories-business-goal","resource_categories-role-business-strategist","resource_categories-content-type","resource_categories-industry","resource_categories-role-marketer","resource_categories-business-goal-optimize-performance","resource_categories-role","resource_categories-business-goal-streamline-operations","resource_categories-topic","resource_categories-industry-travel","resource_categories-topic-website-translation"],"acf":{"blog_short_description":"During this pandemic, localizing digital experiences for multilingual customers has become more important than ever.","news_inline_styles":"","blog_video_id":"","article_body":"<p>As the COVID-19 coronavirus pandemic continues to disrupt lives around the world, two things have become increasingly clear to corporate leaders:<\/p>\n<ul>\n<li>They\u2019re witnessing the critical and growing importance of their organization\u2019s digital presence <\/li>\n<li>They\u2019re especially impacted by the ability to communicate effectively online <\/li>\n<\/ul>\n<p>  A vital component of proactively communicating with customers at home and abroad is <i>language<\/i>. Many companies are undoubtedly scrambling for ways to educate and serve their multilingual customers in this time of growing uncertainty.<\/p>\n<p>  Engaging multilingual and international customers in their preferred languages\u2014especially during a crisis\u2014can positively impact a business in key ways, including revenue generation, business continuity, customer support and community service.<\/p>\n<p>  Let\u2019s take a closer look.<\/p>\n<h2>Business Performance<\/h2>\n<h3>Continued Relevance &amp; Competitiveness<\/h3>\n<p>  Mitigating the spread of COVID-19 requires people to practice social distancing, including avoiding large gatherings in stores and office spaces. In response, companies are altering their in-store hours, reducing output or closing on-site operations entirely.<\/p>\n<p>  This is killing conversions and revenue in many industries. But customers\u2014including those in multilingual and international markets\u2014are adapting by going online to find solutions to their needs.<\/p>\n<p>  Offering a <a href=\"\/omnichannel\/\">localized digital customer experience<\/a> helps offset the reduction of in-store traffic, revenue and other KPIs. Equally important, your company is available for customers in their channel of choice, in their languages of choice, when they need it most.<\/p>\n<h3>Accommodating Increased Customer Activity<\/h3>\n<p>  As more multilingual and international customers seek solutions during this time, they\u2019ll expect the same information that\u2019s offered to English-speaking customers. This includes online capabilities such as account management, payment management, wealth and healthcare management and other crucial services.<\/p>\n<p>  Presenting a seamlessly localized CX across all channels\u2014including those found in customer portals and other secure login areas\u2014gives anxious customers precisely what they need during this time: reassurance and reliability.<\/p>\n<h2>Business Continuity<\/h2>\n<h3>Updates to Business Partners and Clients<\/h3>\n<p>  COVID-19 has impacted supply chains, manufacturing output, deliveries and other aspects of B2B business. Has your company already been affected? If not, will it?<\/p>\n<p>  It\u2019s critical to provide transparent, timely information to your suppliers, B2B clients and other partners. Some companies have launched microsites that are exclusively dedicated to informing their business partners about COVID-19\u2019s impact on operations.<\/p>\n<p>  These urgent updates won\u2019t be much help, however, if they\u2019re not localized for multilingual and international constituents. Translation can play a vital role in preserving your most important B2B relationships during this situation\u2014and beyond.<\/p>\n<h3>Business Continuity Across Markets<\/h3>\n<p>  If your business operates in global markets, it needs a localized online destination (such as an employee portal) to ensure crystal-clear communication across all countries, subsidiaries and departments.<\/p>\n<p>  This localized \u201csingle source of truth\u201d can become a vital part of your business during the ongoing pandemic.<\/p>\n<p>  With translation, leadership can be fully aligned across all aspects of the business. Company-wide announcements will provide timely information. Employee and contractor management gets streamlined. Critical resource allocation is simplified.<\/p>\n<h3>Seamless Virtual Collaboration<\/h3>\n<p>  In an attempt to mitigate the spread of COVID-19, many companies are leveraging remote work \/ telecommuting solutions, often for the first time. The kind of corporate content typically associated with using this software\u2014such as in-house training materials and other documented processes\u2014may not yet be localized in your employees\u2019 preferred languages.<\/p>\n<p>  Translating this material ensures that multilingual team members get the work-from-home support they need to preserve productivity, and help customers during a time of uncertainty.<\/p>\n<h2>Customer &amp; Community Support<\/h2>\n<h3>Customer Communications<\/h3>\n<p>  Since COVID-19 information (and sadly, disinformation) moves at the speed of the Internet, customers now expect equally speedy updates and information from the brands they trust the most. <\/p>\n<p>  Multilingual and international customers are, of course, no exception\u2014and in fact may need information more urgently than others if their country is severely impacted by COVID-19.<\/p>\n<p>  Providing answers to their questions via <a href=\"\/translation\/\">localized websites<\/a>, social media posts, multimedia (such as videos and PDFs) and omnichannel assets ensures they are up-to-date on your company\u2019s preparedness, necessary closures, service availability and more.<\/p>\n<h3>Customer Support<\/h3>\n<p>  It\u2019s common for customer support requests to spike in times of duress, particularly when a company\u2019s production systems and supply chains are affected. It\u2019s also common for customers to contact Support teams via telephone.<\/p>\n<p>  This usually stresses the limits of telephone Support teams. However, multilingual Support teams (which often have far fewer team members) can find themselves completely overwhelmed by the increased call volume in ways that English teams often aren\u2019t.<\/p>\n<p>  <a href=\"\/translation\/\"> Localizing online support<\/a> material\u2014such as self-service options, knowledge bases and FAQs\u2014can dramatically reduce those incoming calls. Translating your Support team\u2019s often-used \u201csaved replies\u201d email content can mitigate the workload, too.<\/p>\n<h3>Customer &amp; Community Outreach<\/h3>\n<p>  Finally, translating any content that can make a helpful contribution to the lives of your customers, and the community at large, can help reduce the spread of COVID-19 in multilingual and international markets. It also increases your brand\u2019s visibility at a time of need.<\/p>\n<\/p>\n<p>  Localizing announcements about your company\u2019s charitable giving, discounted services, donated products, proper hygiene or other health-related information reveals the <i>human<\/i> side of your business. 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She has over 15 years of experience collaborating with C-suites at leading SaaS and fintech companies.","user_avatar":"<img src=\"https:\/\/www.motionpoint.com\/wp-content\/plugins\/ultimate-member\/assets\/img\/default_avatar.jpg\" class=\"gravatar avatar avatar-96 um-avatar um-avatar-default\" width=\"96\" height=\"96\" alt=\"Jessica Rivera\" data-default=\"https:\/\/www.motionpoint.com\/wp-content\/plugins\/ultimate-member\/assets\/img\/default_avatar.jpg\" onerror=\"if ( ! this.getAttribute('data-load-error') ){ this.setAttribute('data-load-error', '1');this.setAttribute('src', this.getAttribute('data-default'));}\" loading=\"lazy\" \/>"},{"ID":411,"user_firstname":"Jessica","user_lastname":"Rivera","nickname":"JRivera","user_nicename":"jrivera","display_name":"Jessica Rivera","user_email":"jrivera@motionpoint.com","user_url":"","user_registered":"2014-11-04 00:00:00","user_description":"Jessica Rivera brings an expert understanding of global business, executive leadership, and holistic team and culture building to her role as MotionPoint\u2019s EVP, Global Sales and Corporate Affairs. 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