Where do these three all meet?

Global customer experience. Sounds big, right? It implies a world-class digital experience.  

High-quality content, multiple languages, and flexible UI to spike customer engagement. Customizable and personalized fronts.  

One study found that 80% of US exports required one or more adaptations. Furthermore, the average product requires at least four to five adaptations out of a set of eleven marketing elements: labeling, packaging, materials, colors, name, product features, advertising themes, media, execution, price, and sales promotion. This is why standardized products don’t always make the cut.  

Is it too much? Not really. These can be integrated in no time. It’s mostly a matter of timing, and setting achievable goals and defined stages of a project. 

A few conversation starters on this topic: 

1. Customizing helps personalize content across regions and languages.  

2. This can be implemented much more breezily with a Project Manager. 

3. All of this doesn’t need to be in-house.  

What do you localize in a “global experience”? 

When the content strategy is not a copy paste matter, companies set themselves apart. Being more attuned to customers’ needs inevitably boosts sales, credibility, and positioning of the brand. And with the right data-driven analytics, we have all the input we need to tweak and work on the subtleties over time.  

The world is our backyard, but we have to make it attractive for our audience. How do we build the global experience? You can start with: 

Software localization, which involves adapting a software product to the linguistic, cultural, and technical requirements of the target market. It includes the software itself and all related documentation.  

It’s usually done with a localization engineer, who generates the workflow needed to enable quick and accurate localization. A Project Manager who coordinates tasks related to translation and localization. And a Manager who guarantees that the localization process fulfills quality standards. 

Some of the most used software localization services are the translation of the application user interface (UI), user manuals, and product websites. From text to buttons to data fields. UI testing included. 

Website Localization, on the other hand, is the process of adapting an existing website or mobile app to the local language and culture of the target market. It puts the software in context. 

It is essential to help the websites position brands in the global market, across a variety of languages. SEO, keywords, and categories vary as we move further away.  

These two enable personalizing and customizing, two attributes of a proper global experience. And set the proportions of the tug-of-war between standardization and local control. One that will by default make engagement rates rise. 

Standard vs Local 

Too often, executives view it as an either/or proposition. It’s not. There can be a global marketing concept that sets a solid baseline. And then allowing some local flexibility gets the job done.  

Although localization does increase the cost and complexity associated with developing and marketing tailored products, it ultimately creates greater sales success.  

Personalization vs Customization 

In short, customization gives control to the user and personalization gives control to the site. Both can enhance users’ experience. 

Personalization is the result of good data analytics. The site system is set up to identify users and deliver content that matches the profile pre-defined by us. It can be done at an individual level (suggestions based on browsing history) or at the group level (by location or other general variables). The main goal is to meet user needs with no effort from the targeted users. This could also refer to internal users: HR databases typically hold substantial data about each employee that can be used in their favor. 

Quite opposite, customization is done by the user. Each person can make changes to the experience according to their needs. For example, apps that enable dark mode. Or different icon sizes. It may involve moving items around to match the users’ priorities. 

Why do you need a project manager?  

Because someone has to be on top of this. To make sure this is an easy breeze process you are grateful for and not a headache.  

In the broadest sense, project managers (PMs) are responsible for planning, organizing, and directing the completion of specific projects while ensuring these projects are on time, on budget, and within scope. 

Most likely, you won’t have an in-house translation team. And a PM who understands the process. But at Stillman, we guarantee the most skilled and experienced Project Managers whose goals are saving time and money. 

Our objective when working with clients is to: 

1. Reduce production costs by up to 50%. 

2. Hand-pick Project Managers for your particular company style. 

3. Understand your technical needs and team dynamics, and work as an extension of your team. 

4. Provide expertise in nearly every software platform. 

Our takeaway 

When your content connects with audiences from different backgrounds, beliefs, and languages there’s an opportunity for exponential growth.  

We have language professionals from many different countries, specifically dedicated to the task of translating, localizing, and managing projects. We are excited to help your brand position in the global market.