Menneske eller maskinoversættelse: Hvilken er bedst til at lokalisere din kundeportal?

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. Lad os tage et nærmere kig.

Maskinoversættelse

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

Ulemperne hober sig dog hurtigt op når du kigger på, hvordan maskinoversættelse stadig ligger langt væk fra, hvordan mennesker faktisk taler til hinanden:

• Provides comparatively simplistic word choice and fluency
• Software kan som regel ikke bruge regionale variationer eller dialekter
• Der er typisk ingen korrekturlæsning inden udgivelse
• Hidden costs for reviewing and revising subpar translations
• Improving the accuracy of a NTM solution requires a time- and energy-consuming “teaching” process

Oversættelser udført af mennesker

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

• Uovertruffen nøjagtighed af oversættelse
• Det er nemt at tilpasse indhold til regionalt foretrukne dialekter og talemåder
• Brand-aligned portal translation that captures your company’s messaging and voice
• Kvaliteten er sikret via menneskelig korrekturlæsning og en gennemsynsproces i flere trin

Challenges of Human Translation

• Den nødvendige sproglige, kreative og redaktørmæssige ekspertise hæver omkostningerne mere end ved maskinoversættelse
• Requires more time to translate text (though great vendors use optimized workflows to reduce turnaround times to 1 business day)

Hvis du vælger den hybride løsning

Some vendors can combine human and machine translation approaches to mitigate localization costs. En ideel, hybrid metode kan bruge menneskelige oversættere til sider med megen trafik, hvor nuancer og meddelelsen er meget vigtig. Og der kan bruges maskinoversættelse til indhold, der er mindre brand-sensitivt, hvor valg af ord er mindre vigtigt.

Benefits of the Hybrid Option

• Menneskelige oversættere kan lokalisere brand-sensitivt, meget synligt indhold
• Nøjagtig, konsistent brand-meddelelse på sider med megen trafik - af menneskelige oversættere
• Et ideelt, omkostningsbesparende kompromis over blot menneskelig oversættelse

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

Konklusion

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 er ensbetydende med en teknologi og en nøglefærdig løsning, der er hurtig og fleksibel alt efter dine 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.