Businesses with plans for internationalization face the challenge of customer base that speaks multiple languages. This language barrier can lead to misunderstandings, decreased customer satisfaction and lost sales opportunities. CRM systems help businesses create personalized experiences for customers.
This article explores how integrating translation into CRM systems can help businesses transform their operations into multilingual enterprises. Learn about the benefits, challenges, and practical steps involved in making your CRM system multilingual.
Understanding CRM Systems
Customer Relationship Management (CRM) systems help businesses to increase sales by improving customer satisfaction and retention. They are designed to analyze and store customer interaction throughout the customer life cycle.
CRM systems facilitate communication across departments to ensure everyone is on the same page when interacting with customers. Businesses can provide personalized and responsive service with access to customer data.
Salesforce, Hubspot CRM, Zoho CRM, etc, are some of the popular CRM management software. They consolidate customer information into a single database to provide a 360-degree view of each customer to the company.
Need for Multilingual Operations
The last two decades have witnessed a great change in the way businesses operate. As multinational companies expand, they encounter diverse languages and cultures. Businesses must overcome language barriers to market products, provide customer support, and build customer relationships.
Providing information in local languages demonstrates commitment to inclusivity and respect for cultural differences. This also ensures customers receive accurate information and improves overall satisfaction. Happy customers become repeat buyers and increase the market share.
The CSA survey conducted among 8,709 Consumers in 29 Countries found that 76% prefer purchasing products in their own language. It also shows that 40% of them will never buy from websites in other languages. Implementing multilingual communication helps you build an advantage over your monolingual competitors.
Integrating Translation into CRM Systems
Businesses can choose from one of the translation tools and technologies to integrate multilingual capabilities into CRM systems.
Machine Translation
Machine translation doesn’t need an introduction, as it has become integral to our daily lives. It uses algorithms and artificial intelligence to automatically translate text from one language to another. Google Translate, Microsoft Translator, etc., are common examples of machine translation.
They are fast, cost-effective, and suitable for handling large volumes of text. Still, MT services may lack the nuances and accuracy of human translation for context-specific content. While it has improved lately, human review is necessary for perfection and cultural nuances.
Human Translation
Professional translators manually translate text, ensuring high accuracy and cultural nuances. They provide translations with attention to context, tone, and cultural nuances. Human translations are valuable for complex texts like marketing materials and customer support interactions.
World Link Translations is a team of more than 1500 language specialists in more than 100 languages. We are scalable along with your growth as an in-house translation department for your marketing team. Contact us for a free quote on translation, interpretation, website localization, or anything else to enable your communication worldwide.
Translation Management Systems (TMS)
TMS platforms manage translation processes by integrating machine and human translation efforts. They support collaboration and centralize the tasks to maintain consistency across translations. Smartling, Transifex, and SDL Trados are the most well-known TMS software.
They manage consistent terminology across all languages to ensure brand consistency. Huge initial investment for set up and ongoing management hurdles are challenges in implementing TMS.
Integration Methods
Learn about various methods to integrate translation tools into CRM systems.
API Integration
Most translation tools offer APIs (Application Programming Interfaces) that allow CRM systems to connect directly and request translations. Developers use these APIs to automate the translation of various CRM data. Having real-time translations within the CRM systems ensures consistent communication.
Built-in CRM Features
Some CRM systems have built-in translation capabilities or offer extensions to add multilingual support. Salesforce has language settings and multilingual capabilities, while Hubspot offers CMS translation features. This simplifies the process by providing out-of-the-box solutions tailored to the CRM platform.
Third-Party Integrations
You can utilize third-party tools and platforms that specialize in translation and integrate them with the CRM system. Consider the major players in the industry, like Smartling or Transifex, alongside CRM systems. Implementing specialized translation provides better multilingual support.
Conclusion
The globalized marketplace demands businesses to communicate with customers in different languages. CRM systems assist you in managing customer relationships and integrating translation into these systems. You can choose from the best translation method that suits you to talk with a global audience.
