Aberdeen | Language Weaver: The Potential and Promise of Multi-Lingual Customer Support and Communication
The following is an insert by David Houlihan, Aberdeen Group:
Founded in 2002, Language Weaver provides automated translation (or machine translation) solutions with a focus on supporting digital content and customer support. As such, the company possesses a value proposition that breaks with those typically articulated by machine translation vendors. Instead of translation process efficiency, Language Weaver stresses the role their solution plays supporting multi-lingual communication with customers across global markets.
Overview of the Business Solution
“The paradox of product launch,” Language Weaver President and CEO, Mark Tapling, states, “is that a company publishes support material in two languages when they have made a brand promise in thirty.” By failing to meet this promise, Tapling believes that companies impede their ability to business across the globe. Doing business in an international market invariably requires that companies deliver and support their products or services across a range of languages. While they often translate core publications and deliverables, companies frequently overlook the host of informal content that is supporting these markets. This kind of informal content ranges from user-generated material (such as reviews, recommendations, and forums comments) to information spread across customer support knowledge bases, email, and search results. Tapling argues that those unable to provide this content to a multi-language customer base experience unknowingly increase their support costs, degrade customer engagement and satisfaction, and overlook business opportunities.
