Top 5 Reasons Why Enterprises Rely on Machine Translation for Global Expansion

Top 5 Reasons Why Enterprises Rely on Machine Translation for Global Expansion

SDL published a whitepaper regarding the reasons behind why enterprises rely on Machine Translation for global expansion. SDL stated the case in point in the introduction, which is language barriers between companies and their global customers stifle economic growth. In fact, forty-nine percent of executives say a language barrier has stood in the way of a major international business deal. Nearly two-thirds (64 percent) of those same executives say language barriers make it difficult to gain a foothold in international markets. Whether inside or outside your company, your global audiences prefer to read in their native languages. It speeds efficiency, increases receptivity and allows for easier processing of concepts. 

SDL stated this point as a solution to the aforementioned challenge:

To break the language barrier and expand your global and multilingual footprint, there are opportunities to leverage both human translation and machine translation.

Then, the paper compared between human translation and MT from the perspective of usage. For human translation, it is the best for content that is legally binding, as well as high value, branded content. However, human translation can be costly, can take weeks (or even months) to complete and can’t address all of the real-time needs of your business to serve multilingual prospects, partners and customers.

And regarding MT, it is fast becoming an essential complement to human translation efforts. It is well suited for use as part of a human translation process, but also solves high-volume and real-time content challenges that human translation cannot on its own, including the five that are the focus of this white paper.

First reason:  Online user activity and multilingual engagement

Whether it’s a web forum, blog, community content, customer review or a Wiki page, your online user-generated content (UGC) is a powerful tool for customer experience and can be a great opportunity to connect customers around your brand and products. These are rarely translated because the ever-fluctuating content requires real-time translation that is not possible with traditional translation options. However, this content is a valuable resource for resolving problems, providing information, building a brand and delivering a positive customer experience.

Machine translation provides a way for companies to quickly and affordably translate user reviews on e-commerce sites, comments on blogs or within online communities or forums, Wiki content and just about any other online UGC that helps provide support or information to your customers and prospects. While the translation isn’t perfect, its quality is sufficient for its primary purpose: information.

Second reason:  Global customer service and customer relationship management

The goal of any customer service department is to help customers find the right answer – and to stay off the phone. Phone support is typically expensive and inefficient for the company and can be frustrating for the customer. Today, customer service departments are working to enhance relationships with customers by offering support over as many self-service channels as possible, including knowledge base articles, email support and real-time chat.

However, due to its dynamic nature, this content often isn’t translated into different languages, making multilingual customer service agents required instead. Because of its real-time capabilities, capacity to handle large volumes of content and ability to lower costs, machine translation is an extremely attractive option for businesses with global customer support organizations.

There are two key online customer support areas that are strong candidates for machine translation:
• Real-time communication
• Knowledge base articles

Third reason:  International employee collaboration

Your employees are sharing information every day: proposals, product specification, designs, documents. In a multinational company, they’re likely native speakers of languages other than the one spoken at headquarters. While these employees may speak your language very
well, they most likely prefer to review complex concepts in their native languages. Reading in their native languages increases their mental
processing speed and allows them to work better and faster.

Human translation isn’t possible in this scenario because of the time-sensitivity inherent to internal collaboration. But internal knowledge sharing doesn’t need the kind of letter perfect translation that public-facing documents often do. For internal content sharing, machine translation can provide an understandable translation that will help employees transcend language barriers. In addition, by granting all employees access to a machine translation solution, they are able to access and quickly translate external information as well without sending it through a lengthy translation process or exposing it outside of your walls.

This level of multilingual information sharing and information access can dramatically improve internal communications and knowledge sharing, increase employee satisfaction and retention and drive innovation among your teams.

Forth reason:  Online security and protection of intellectual property

In an effort to be resourceful, your employees will likely seek out free translation methods like Google Translate or Microsoft Bing. These public, web-based machine translation tools are effective, but they allow your intellectual property to be mined to improve search results or for other needs. There is a simple test to determine if your company’s information is being submitted through public channels for translation: Simply have your IT department audit your firewalls to determine how much traffic is going to the IP addresses of online translation services. Many companies have been surprised by the volume of information going out of their organization this way.

This security hole can be plugged with a secure, enterprise-grade machine translation hosted on-premises or in a private cloud. With this type of solution, you can give employees a secure translation option for translation of documents, websites and more. And, of course, you’ll protect your valuable intellectual property by keeping it in-house, where it belongs.

Fifth reason:  Translation capacity and turnaround time for internal teams or agencies

Machine translation can improve the capacity and productivity of internal translation departments or language service providers (LSPs) by 30 percent or more and greatly reduces the cost of content translaton. Large enterprises that translate massive volumes have seen increases up to 300 percent in translation productivity when machine translation is used to generate the initial translation, which is then edited by skilled translators.

Here’s how it works: instead of starting with a raw document, translators start with a machine translation, which they review in a post-editing process. Translators edit and fine-tune the content for readability, accuracy and cultural sensitivity. By front-loading the process with a high-quality machine translation, translators are still able to provide high-quality content, but in a fraction of the time. 

Reference: https://bit.ly/2wXRQSt

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