Invest in the First Experience

Published February 08, 2011   permalink

I've been a subscriber to the Bowen & Craggs newsletter for some time (I highly recommend this one: http://www.bowencraggs.com) . The past issue centered on the customer experience created when a site is translated to multiple languages. Mind you, the translation 'direction" wasn't the issue but rather the experience created by and through the degree of care taken in any translation. As a global consultant I've seen the issues that arise a number of times, and this newsletter really hit home.

The core issue is this: Regardless of the native language, there is a certain obligation to get the translation "right." This is compounded by English and its central role in many global sites. Take a look at this page (http://www.bowencraggs.com/tip/image/1067/chinatelecomenglish.jpg) and see if the translation inspires confidence in the ability of this particular bank to handle your money, much less your business transactions.

Talking with @MilliGFunk, we explored the roles of arrogance and ignorance as drivers of these types of translation errors. My point was that it's arrogance, not ignorance: ignorance can only be claimed when there is no knowledge of the issue -- a near-impossible condition when you allow for the fact that a translation was even attempted! So, that leaves only arrogance -- the belief that, as a non-native speaker, one's "translation" is "perfectly fine." That kind of thinking shows an amazing lack of awareness (not to mention sensitivity) given today's global connectedness.

The takeaway is this: Spend the time (and the relatively small amount of money...) to get your translations done properly. Otherwise, it's that old adage: "One step forward, two steps back."



Reader's Comments