According to Mother Nature Network, the tiny country of Luxembourg boasts citizens who are fluent in four different languages. The co-official languages are French and German, with official government communication conducted in French. However, English is taught in all schools, and when speaking to one another, citizens use Luxembourgish, a unique combination of German and French words.
A mostly rural, country, much of the economy is dependent on farming and tourism. Its famed parks, towns and scenery draw people from all over the world. Whether visitors are from neighboring countries like France or Germany, or English-speaking ones like the United Kingdom or America, Luxembourg’s unique multilingual society attracts people from all over the world and helps them feel at home. Residents’ ability to speak four languages gives them an economic advantage by widening their customer reach and accommodation, allowing people who work in hotels, restaurants and stores to cater to customers in a personal way.
The big business lesson here: Be sure your written business materials are communicating in the language your international audience speaks. If you rely on a technology-based translation, it is almost guaranteed to be flawed, tarnishing your company’s reputation and product. Even though many international customers speak English, a company should still translate their products into the official language of specific regions where their customers live.
You may be wondering why that’s important, or questioning the return on investment of such an effort. Here’s why international business translation is so important; it creates brand loyalty. Sure, it will drive sales, but when your customers see that your company has taken enough interest to communicate in their language and market to their culture, it creates a connection. Not only do they just want or need your product, they hold your entire company in a higher regard and will be more likely to suggest your product to their friends and family. Every person wants to feel special and important; what better way to do that than by investing in the culture and language of your target international audience?