Maskinöversättning eller mänsklig översättning – vad är bäst när det gäller att lokalisera er kundportal?

Inledning

According to CX experts, one of the most effective ways for companies to create profitable, sustainable relationships among multilingual and international buyers is to provide localized customer experiences.

At least 75% of global customers prefer to do business in their native languages, and are far less inclined to make purchases on sites they cannot read. More importantly, buyers won't become satisfied customers-much less long-term ones-if they aren't supported, post-purchase, with a localized customer journey.

Translating your organization’s secure customer account-management portal—and other customer-facing portal content such as support assets—is a critical element to successfully:

• Generate customer satisfaction among multilingual customers
• Improve customer retention
• Increase conversions for upsell and cross-sell opportunities
• Proactively communicating with customers

However, how well you succeed largely depends on what kind of translation approach you take with your portal. There are two primary approaches: translations provided by humans, or with software (aka machine translation).

Both have advantages and disadvantages, which can impact factors such as accuracy, conversion rates and costs. Låt oss ta en närmare titt.

Maskinöversättning

Machine translation solutions from companies like Google and Bing have come a long way in the past five years. And breakthroughs in Neural Machine Translation (NMT) software have made machine translation an increasingly viable option for some businesses. This is because:

• NMT models process information similarly to the human brain
• This enables them to essentially “learn” new languages
• NMT software translates content at the sentence level (rather than at a less nuanced word level), delivering more accurate translations

Benefits of Machine Translation

Machine translation offers several advantages, including:

• More affordable than human translation
• Hundreds of webpages can be translated almost instantly
• Using newer NMT solutions, translation quality can improve over time by “teaching” the software with additional content

Challenges of Machine Translation

Men nackdelarna hopar sig snabbt när du undersöker hur maskinöversättning fortfarande inte kommer i närheten av hur människor faktiskt talar till varandra:

• Provides comparatively simplistic word choice and fluency
• Programvara kan ofta inte uppfatta regionala och dialektala variationer
• Det sker vanligtvis ingen redigering före publicering
• Hidden costs for reviewing and revising subpar translations
• Improving the accuracy of a NTM solution requires a time- and energy-consuming “teaching” process

Mänsklig översättning

Great vendors provide professional linguists who are fluent in their customers’ industries, brands, languages and cultures of international markets. Studies indicate time and again that human translation generates superior engagement, conversions and credibility among multilingual customers.

Benefits of Human Translation

• Överlägsen översättningsprecision
• Innehållet kan enkelt anpassas efter regionalt föredragna dialekter och fraser
• Brand-aligned portal translation that captures your company’s messaging and voice
• Kvalitet säkerställs genom redigerare och en granskningsprocess i flera steg

Challenges of Human Translation

• Den expertis inom lingvistisk, kreativitet och redigering som krävs kostar mer än maskinöversättningar
• Requires more time to translate text (though great vendors use optimized workflows to reduce turnaround times to 1 business day)

Hybridalternativet

Some vendors can combine human and machine translation approaches to mitigate localization costs. En idealisk metod kan vara att använda mänsklig översättning för sidor med hög genomströmning där nyans och budskap är avgörande. Maskinöversättningar kan användas för mindre varumärkeskänsligt innehåll, där ordval inte är lika viktigt.

Benefits of the Hybrid Option

• Översättare kan lokalisera varumärkeskänsligt innehåll som har hög synlighet.
• Exakt och enhetligt varumärkesbudskap på sidor med hög genomströmning med hjälp av mänskliga översättare
• En idealisk kostnadsbesparande kompromiss istället för enbart översättningar utförda av människor

Challenges of the Hybrid Option

• Translation quality may vary from human and machine sources, but delivers dramatically higher accuracy than machine translation only
• Human-translated sections are reviewed for accuracy, but machine translations may not

Slutsats

As you explore portal translation solutions, look for a partner that can help you achieve success through a translation process that is, ideally, invisible to the reader.

Det innebär att hitta teknik och en komplett lösning som är lika flink och flexibel som dina behov.

These solutions can provide world-class human and machine translation options for your multilingual portal, and accommodate unique requests—such as using the hybrid approach on specific webpages, or within specific sections of webpages—to deliver superior results while controlling costs.