I Sverige omsattes varor och tjänster till ett värde av 8 622 miljoner euro under 2013 inom B2C. Globalt handlar 94 miljoner kunder över gränserna, dvs. på e-handelsplatser som ligger utanför deras eget land, till ett värde av 76,7 miljarder euro. I Europa står England, Tyskland och Frankrike för 61 % av den totala e-handeln. Värdet på varorna som omsätts B2C i dessa tre länder är 221,5 miljarder euro. Slår vi samman alla nordiska länder så omsätts det i dem varor och tjänster till ett värde av 31,3 miljarder euro. I enbart Tyskland omsätts mer än dubbelt så mycket (63,4 miljarder euro).
Marketing jest często uznawany zarówno za sztukę, jak i naukę. Wszystkie przygotowywane materiały marketingowe muszą być bowiem nie tylko spójne, lecz także uwzględniać właściwe proporcje atrybutów kulturowych i kontekstów, aby odpowiednio wpłynąć na grupę docelową. Jeśli takie materiały zostaną niestarannie przetłumaczone, nie będą wiarygodne dla odbiorców. Continue reading »
Teksti: Heli Hytönen
”Rakkaus on ruma sana”, laulaa Ismo Alanko. Suomalainen ei rakkauttaan kovin herkästi julista, eikä koko sanaa ole syytä käyttää kevyesti. Ystävänpäivän herkistämänä Lionbridgen blogitiimi antautui kuitenkin tarkastelemaan rakkauden syvintä olemusta pohjoismaisissa kielissä.
Af Malene Flanding, Lionbridge Denmark.
I anledning af Valentinsdag eller, som de siger på svensk, “Alle hjerters dag” (Alla hjärtans dag) har vi sammen med vores svenske, norske og finske kolleger set nærmere på ”kærlighedens sprog” heroppe nordpå. Det viser sig, at der er mange af de samme udtryk på tværs af grænserne, men også nogle helt unikke for hvert land. Continue reading »
We recently held our first Take 30 interactive discussion with members of our LinkedIn Group, Global Communication in Life Sciences. Our topic, “Don’t Go Global, Go Local,” sparked lively conversation among Group members. Here are some useful takeaways inspired by our discussion: Continue reading »
In the heyday of social media, spreading information by word of mouth is old news. If you went to a restaurant and wanted to tell the world about your fantastic experience, or conversely, complain about your dining debacle, you could do so easily on websites like Yelp and UrbanSpoon. In fact, Yelp.com, since its inception in 2004, has collected more than 67 MILLION reviews. In addition, the website attracts on average 139 million visitors a month.
Your opinion matters. This main point is what websites reliant on user generated content are portraying to their users. And for the most part, reviews on these sites are pretty impactful. A report by Neilson titled “Global Trust and Brand Messages”, states that nearly 70% of global customers trust online reviews and use them when making buying decisions.
Why are these reviews so influential? According to Business Insider, people are more honest on the internet than they are in person. One reason for this is that is much easier to be critical from within the confines of your home, than stating your opinion to someone directly. Once those opinions are given in the form of a review, whether it be on Yelp for a restaurant, TripAdvisor for a hotel, or your favorite department store for a recent purchase, the reviews will influence the amount of traffic that said restaurant or hotel will generate when being searched online.
Let’s take Boston hotels for example. When searching for a hotel in Boston on TripAdvisor.com, the first three hotels that appear all have about one thousand reviews or more, a majority being positive reviews to have received a rating of 4/5 or greater. In addition, the site can link into your Facebook account to bring up reviews that your friends, or friends of friends, wrote to further influence your decision to stay at said hotel.
However, there is one drawback to user generated content. More times than not, there is no ability to translate the content into other languages. When browsing through Yelp and TripAdvisor, there is the option to filter for reviews in certain languages; however in a time where having multiple perspectives is highly valued, not being able to understand some of the reviews is quite a loss.
Take France for example. France is the world’s leading tourist destination, attracting 84.7 million foreign tourists in 2013 alone. Of those tourists, 83% are European. This can result in many reviews being written in foreign languages, leaving potentially valuable information unintelligible to other viewers.
Luckily, we have a solution for this problem. Lionbridge OnDemand offers several types of language translation and localization solutions. Within our Document Translation sector, we offer a service specifically for user generated content. We understand that content types such as customer reviews, product descriptions, social media, forums, short form, and customer surveys often require a tailored approach that maintains human authenticity and tone, while forgoing literal translation mistakes. We are able to provide these services AND cut the cost of professional translation by 50%. Most importantly, all translations are done 100% by native speakers who specialize in this type of work.
Check out our website at OnDemand.lionbridge.com.
‘Global governance with local execution’ is the philosophy followed by a large number of organizations looking to expand their service operations across the globe. In fact, a recent The Service Council (TSC) research survey revealed that nearly 9 out of 10 enterprise-level organizations operate service in more than one geography, and across all revenue classes, nearly three out of four organizations are looking to further expand their global service presence. This is either done by entering new geographies or by delivering new service offerings in supported geographies.
This desire to expand is tied to two primary factors:
FIGURE: Reasons for Global Expansion
Source: Global Service Expansion Research The Service Council, Q1 2014
In expanding, organizations are quite aware that a ‘one size fits all’ approach will not suffice as what works in North America doesn’t always work in China. Therefore, there needs to be a level of execution at the local level that can translate a global service vision into a series of local service actions and strategies. Yet, a pure multi-national approach to service can be costly and also prevents the sharing of best practices and strategies that can be relied upon globally. Therefore, most successful organizations look to balance global centers of excellence and shared services with local responsibility for business execution.
In our research on global service expansion, we asked survey respondents for their comments on the first steps that need to be taken when expanding globally. The following word cloud reflects the most common answers filled in:
The words that stand out:
As in the case of a new product expansion it is vital to build a business case to support the introduction of service into a new market. But before the numbers can truly be run, it is necessary to learn about the local business environment and understand customer expectations and perceptions about service. For the purpose of organization, it can be helpful to categorize perceptions and preference into the following categories: (Note: these categories are not a TSC secret but have been developed by Ron Kaufman, best-selling author and founder of UP! Your Service. They reflect his BIG PICTURE categories, areas where organizations can differentiate and deliver value to customers. I am using the categories for a slightly different purpose.)
Most of the exploration around service preferences will yield results in the first two categories, for instance:
However, it is essential to think about areas in categories 3 and 4 and how customer perceptions regarding softer areas such as the service mindset and the service relationship can enable the construction of a differentiated service strategy.
This is just the tip of the iceberg when exploring global service expansion. Yet a mis-read of customer expectations can lead to a drastically undercooked service plan. Recently, I shared some findings from our research around global service expansion on an webinar entitled Building a Consistent Global Customer Service Model in a Multi-Lingual, Multi-Channel Universe. My session focused on sharing data and best practices on how organizations can develop a global service model that accounts for rapidly evolving customer expectations especially around the channels, the format, and the language of service delivery. If interested in listening in, please click here.
How are you navigating a global customer base? Do send in your comments and questions.
Mit dem einzigartigen Global Customer Lifecycle Dienstleistungsmodell bietet Lionbridge ihren Kunden eine Komplettlösung mit greifbaren geschäftlichen Vorteilen. Dadurch profitieren Unternehmen von wachsendem Umsatz, gesteigerter Markentreue und zunehmender Effizienz über die Grenzen von Märkten und geografische Regionen hinweg.
Finden Sie heraus ob Sie den Global Customer Lifecycle beherrschen
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Unter allen Teilnehmern verlosen wir ein Apple iPad Air 2!
Teilnahmeschluss ist der 12. Dezember 2014.
Interested in gaining guidance and accessing a range of tools and resources about the language services and global translation industry? Look no further than TAUS, an online resource center that connects members to a variety of useful tools about the language and translation industry to improve the communication amongst people and businesses throughout the world. They offer a variety of services, including:
TAUS has released an innovative online magazine called TAUS Review, which publishes reports and articles from Africa, Americas, Asia & Europe about new technologies and developments in the global translation industry. TAUS Review is a free magazine that offers unique insights into the translation industry by incorporating use cases and perspectives from four different ‘personas’ to emphasize the importance of global communication. This quarterly magazine is aimed at promoting the TAUS mission of making translation technology more prominent and mainstream throughout the globe to break language barriers and improve worldwide communication.
With a growing international population and millions of previously uninsured Americans gaining health insurance under the Affordable Care Act, the need for interpretation services in health systems has never been greater. The increase in adult patients speaking foreign languages, coupled with ACA mandates on interpretation services in hospitals, have thrust medical interpreters to the forefront of a landmark decision in healthcare. Continue reading »
Lionbridge is proud to partner with John Yunker, President of Byte Level Research to unveil a new report titled: Web Globalization and the Travel Industry: Benchmarking the Best Global Websites.
Join us on May 20th at 11am EST to learn best practices and recommendations for your Travel and Hospitality website. Listen in as Clint Poole, VP of Corporate Marketing, Lionbridge, talks with John about the good, the great and the ‘could be better’. If you are evaluating strategic growth this year in your global digital strategy, register here.
In addition to hotels, cruises, and transportation companies, a new category has been included on DMOs. For more info on Byte Level Research: visit Byte Level Research
If you’re doing business in – or expanding into – the Asia-Pacific (APAC) area, I have a really good 2-part best practices article for you to read on the PitneyBowes blog: Tips and Best Practices for Targeting an APAC Audience. Continue reading »