How To Build a Global-local Brand Trusted by Millions…

如何打造全球本土品牌,让亿万人信赖?

2022-09-11 13:00 GALA

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Sign up here for our newsletter on globalization and localization matters. We now live in a truly borderless world, an open commerce era, where businesses anywhere can scale globally. Borders have come down, the developed world meets emerging markets, and as SMBs gain greater access, it is much easier to trade with the world. The great 4th industrial revolution we have been experiencing has affected the Localization industry tremendously. The way we buy goods and services has become truly digitalized, including language services to support and power global expansion for businesses in every corner of the world. Companies now have dedicated teams to handle localization, hire and train translation talent, and grow their reach with the support of language service providers. We have also learned how to work smarter and faster by implementing automation. Using software such as a Translation Management System has made it much easier for global brands to manage and expand the multiple languages they support their customers in. Translation Memory databases do not only save time and investment, but dramatically improve translation consistency and provide users with a better experience. There is no question regarding the need to increase your market share and capture global audiences, and this can only be done by building a local brand. Hence, there is now a higher demand for translation talent and competition has never been more fierce. Payoneer’s localization journey in the 17 years we have been around has evolved as well. In the early years, after Payoneer was founded back in 2005, we relied on the teams in our central hubs to work on making the Payoneer Platform accessible anywhere to make it easy for businesses of all sizes everywhere to do business anywhere. We understood that to properly serve our customers, we had to localize our messaging, make it clear and transparent, concise and impactful. We relied on 3rd party translation vendors to do all the localization work, and even back then, we knew how vital feedback on our local messaging from our customers and our team members was. This gave us a huge head start – even before we started doing any proactive sales and marketing in many countries, our product was at least accessible – new customers could come to us, understand the registration and use their account in their local language. Very quickly we realized that we needed in-house markets and language experts and a 24/7 localized Customer Care Team, that spoke the same language as our customers, understood their needs and concerns, and had a localized, personalized approach to supporting them through their business growth. Back in 2014, we set up our Brand Ambassador Program, which is now live in multiple countries. This allowed us to ramp up our community building and engagement as the company started growing on the ground in multiple key markets. We achieved this by partnering with influential community leaders in-market that were Payoneer customers. Our brand ambassadors have become a driving force in not only growing the company reach in markets that are not that easily to engage with, but also interacting with the local community bringing our company’s mission and values to light, and being able to share how our brand is perceived and share feedback to continue to improve our product offering and support. And lastly we focused on expanding our footprint on the ground by building up local presence through our teams and offices around the world- 25 and counting! We then established our Localization Team to have our in-house language experts to continue to support market expansion and new language implementation. They do a thorough job onboarding and training translation freelancers and language service providers – while implementing the right technology to guarantee language accuracy, consistency, reduce manual work, and improve efficiency. What’s our secret sauce for building a global-local brand trusted by millions, and localize our customer experience in over 20 different languages? First off, it’s vital to have a trusted localization team to hire, onboard and manage both the translators and language providers you’re working with. They will be the ones constantly nurturing and sharing feedback with them to guarantee your brand is properly localized. To have one consistent universal brand voice, you need to invest the time to create glossaries and style guidelines in each language you are supporting your customers in. Technology is a big part of the equation as well- and an effort across any organization that needs to be very well orchestrated and whose impact needs to be measured properly. Q&A and feedback should not only be reactive, but you should seek every opportunity you have to prompt and analyze language satisfaction feedback and act upon it. These can be done through customer satisfaction surveys, NPS surveys, focus groups, product demos, and more. While feedback might be tough to hear sometimes, you can only grow and improve with it- and better serve your customers! All companies say they are customer centric. But we believe that we truly are, because it comes down to genuinely listening to your customers and acting on it. For us at Payoneer, what does “customer voice” mean? And why is it a vital part of global growth? When it comes to a new language implementation, we take into account the needs of our customers through their feedback on surveys, social media channels and online forums, in meetings and events with them virtually, and face to face, and more. One of our main KPIs after a new language is implemented is the translation satisfaction score- along with other KPIs such as new number of customer registrations in the relevant market or markets, reduction in interaction with our Customer Care team, adoption of the new language in their Payoneer Account, among others. Data analysis also plays an important role. You might not be able to implement multiple new languages at once, and so data will help you not only prioritize among them and create a rollout plan, but also prioritize them against updating existing ones, and even deciding if content needs to be localized or a fully English journey will work better for your customers. It will also show the business impact and make a good case for investing in QA and improving and maintaining the translations in that language. We’re always on the lookout for informative, useful and well-researched content relative to our industry. Write to us.
请在此注册以获取我们关于全球化和本地化问题的时事通讯。 我们现在生活在一个真正无国界的世界,一个开放的商业时代,在这里,任何地方的企业都可以在全球范围内扩展。边界已经缩小,发达国家与新兴市场相遇,随着中小企业获得更大的准入,与世界贸易变得容易得多。 我们正在经历的伟大的第四次工业革命对本地化行业产生了巨大影响。我们购买商品和服务的方式已经真正实现了数字化,包括语言服务,以支持和推动世界各地企业的全球扩张。公司现在有专门的团队来处理本地化、雇用和培训翻译人才,并在语言服务提供商的支持下扩大业务范围。 我们还学会了如何通过实施自动化更智能、更快速地工作。使用翻译管理系统等软件,全球品牌可以更轻松地管理和扩展他们为客户提供的多语言支持。翻译记忆库数据库不仅可以节省时间与投资,还可以显著提高翻译得一致性,并为用户提供更好得体验. 毫无疑问,您需要提高市场份额并吸引全球受众,而这只能通过建立本地品牌来实现。因此,现在对翻译人才的需求越来越高,竞争也越来越激烈。 Payoneer的本地化之旅在我们17年的时间里也在不断发展。在Payoneer于2005年成立后的最初几年,我们依靠我们中心枢纽的团队努力使Payoneer平台在任何地方都可访问,使各地各种规模的企业都能在任何地方轻松开展业务。我们明白,为了正确地服务客户,我们必须本地化我们的信息,使其清晰透明、简洁有力。我们依靠第三方翻译供应商来完成所有本地化工作,即使在当时,我们也知道客户和团队成员对我们本地消息的反馈是多么重要。这给了我们一个巨大的领先优势甚至在我们开始在许多国家进行任何积极的销售和营销之前,我们的产品至少是可访问的新客户可以来找我们,了解注册并使用他们的本地语言的帐户。 我们很快意识到,我们需要内部市场和语言专家以及一个全天候本地化的客户服务团队,该团队与我们的客户使用相同的语言,了解他们的需求和关注点,并采用本地化、个性化的方法来支持他们的业务增长。早在2014年,我们就设立了品牌大使计划,目前已在多个国家/地区实施。这使我们能够加强我们的社区建设和参与,因为公司开始在多个关键市场的地面增长。我们通过与市场上有影响力的社区领导者(Payoneer客户)合作,实现了这一目标。我们的品牌大使已经成为一种推动力,不仅在不易进入的市场扩大公司的影响力,而且与当地社区互动,使我们公司的使命和价值观得以曝光,并能够分享我们的品牌如何被感知,分享反馈,以继续改善我们的产品供应和支持。 最后,我们专注于通过我们遍布世界各地的团队和办事处(25个,而且还在不断增加)建立本地业务,扩大我们在当地的影响力! 然后,我们成立了本地化团队,让内部语言专家继续支持市场拓展和新语言的实施。他们对翻译自由职业者和语言服务提供商进行全面的入职和培训,同时实施正确的技术来保证语言的准确性和一致性,减少手工工作并提高效率。 我们要建立一个全球性的、受数百万人信赖的本地品牌,并将我们的客户体验本地化为20多种语言,我们的秘诀是什么?首先,拥有一个值得信赖的本地化团队来雇佣、管理和管理与您合作的翻译人员和语言提供商是至关重要的。他们将不断培养并与他们分享反馈,以确保您的品牌得到适当的本地化。为了拥有一致的通用品牌声音,您需要投入时间,为您支持的客户所使用的每种语言创建词汇表和风格指南。技术也是等式中的重要组成部分,并且是任何组织都需要精心协调的工作,其影响需要正确衡量。问答和反馈不应只是被动的,您还应抓住每一个机会来提示和分析语言满意度反馈,并根据反馈采取行动。这些可以通过客户满意度调查、NPS调查、焦点小组、产品演示等方式来完成。虽然有时候可能很难听到反馈,但您只能通过它来成长和改进,从而更好地服务于您的客户! 所有的公司都说他们是以客户为中心的。但我们相信,我们真的做到了,因为这归结为真正倾听客户的心声并付诸行动。对Payoneer来说,“客户心声”意味着什么?为什么它是全球增长的重要组成部分?当涉及到新语言的实施时,我们会通过客户在调查、社交媒体渠道和在线论坛、虚拟会议和活动以及面对面等方面的反馈来考虑客户的需求。实施新语言后,我们的主要KPI之一是翻译满意度得分-以及其他KPI,如相关市场中新的客户注册数量、与客户服务团队的互动减少、Payoneer帐户中新语言的采用率等。数据分析也发挥着重要作用。您可能无法一次实施多种新语言,因此数据不仅可以帮助您确定这些语言得优先级并创建推广计划,还可以帮助您确定更新现有语言得优先级,什至决定是需要对内容进行本地化,还是全英语得旅程更适合您得客户.它还将显示业务影响,并为投资QA以及改进和维护该语言的翻译提供良好的案例。 我们一直在寻找与我们的行业相关的信息丰富、有用且经过充分研究的内容。 写信给我们。

以上中文文本为机器翻译,存在不同程度偏差和错误,请理解并参考英文原文阅读。

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