Lisa Love-Bebb

你好! Whether operating solely in a domestic market or competing for customers around the world, the leading brands of today can’t assume that they’re speaking the same language as their customers — 对不对?

Right!

If this is the case, then, why aren’t companies keeping this in mind as they engage with customers and collect their feedback? If you truly care to understand what your customers are trying to tell you, wouldn’t you want to listen to them in their native tongues? Isn’t being English-centric giving an incomplete picture of how your customers are feeling about your products and services?

Up until recently, the excuses for not focusing on languages beyond English were likely high cost and lack of accuracy. Companies were forced to either use expensive human translation or else automated services with a higher margin of error. These services use machine translation to English prior to parsing the text and running sentiment analysis, hence the reduced accuracy. It’s easy to see how certain nuances would be lost in translation.

What’s the best way to prevent things getting lost in translation? Get rid of the translator.

That’s exactly what we did. For four years, we’ve been helping companies run text analytics on unstructured data (gathered from surveys and social media) — in English — to help them identify overall customer sentiment and specific, actionable pain points. Though we’ve also supported translated analytics for nearly 40 languages, we recently developed a technology that allows us to natively parse this same type of data in these languages, which include:

  • Arabic
  • Chinese (simplified and traditional)
  • French
  • German
  • Italian
  • Japanese
  • Korean
  • Portuguese
  • Russian
  • Spanish

Now, you can analyze and understand feedback in the context of the language it was written in, meaning much less is lost in translation. Forgoing translation also means that data is analyzed in real-time. No more wait. And for local business units operating in languages other than English, our native text analytics system can also do reporting in the local tongue.
The languages in Medallia’s native text analytics offering represent over 50% of the world’s speaking population and more than 85% of global GDP. By giving more customers a clear, unadulterated voice, you are able to compose a more complete picture of your actual customer experience — and truly own and expand your place in the global economy.
Find out more about Text Analytics here! 

Photo credit: UN Foundation