eStrategy: Going Multilingual

I remember trying to fill forms in India - a country with 14 major languages. No, these are not dialects or minor variations. These are 14 different languages.

The multipage forms, were in three different languages: English, the unofficial standard; Hindi the official language and the language of the state you were in. This compounded the joy of deciphering a poorly printed form using, well, the hallmark lack of clarity of government created anything.

America, is facing some of these issues. Increasingly, we will have the pleasure of filling out multi-page forms and an already incompetent government will charge more and deliver even less. Printing and paper do cost money. Not to mention the duplicate customer service help required.

Corporations are faced with a similar issue as highlighted by this article. Do you create a multilingual website?

Yes, is the short answer. Customers, not your personal opinions, drive business capability. If 20% of the population understands and prefers interaction in Spanish, then you'd better listen.

No, do not create a multi-lingual site. Create a different experience for each of your significant customer segments. The message is clear: do not pretend to speak Spanish or any other language for that matter; understand and interact with Spanish speaking people. Also understand that there are cultural differences between "Spanish speaking people." For all the lip service to diversity, our country has a long way to go in understanding that 1.25 billion Muslims do not all think and act the same. All 1 Billion Indians do not eat "curry". The 1 Billion plus Hindus pick and chose from 840,000 gods to worship. The 1 billion Chinese do not all look alike or speak the same language or have the same cuisine or the same religion...

Is language a significant customer segmentation parameter? Maybe. Before you jump in, do some research. Try something radical, say, asking your customer?

We are told that the world is flat. Well, it is time our strategy reflected that.

Read the article>>


Related Categories




Related Topics



Related Articles


A Methodology for Developing a Portfolio of e-business Initiatives

 This paper provides a methodology to develop a portfolio of e-Business initiatives.

Digital Content Revenue Strategies

This paper analyzes the early efforts of magazine publishers that actively provided online content. This research specifically focused on the relationship between the pursuit of various revenue streams and the impact of these streams on firm perform...

e_Business Strategy - Globalization, Internationalization & Localization

This paper defines globalization and presents the globalization issues related to e_Business

e_Business Strategy - Part 1

 Definition of key e-business concepts such as e-business, electronic commerce and mobile e-commerce, and the concepts of strategy and value creation. Overview of the phases of evolution of e-Business over the last decade.

e-Business Marketing Metrics

 This whitepaper discusses e-business marketing planning and e-business metrics to measure the success of the e-marketing plan.

e-Business Metrics

 A Framework for e-Business metrics using "functionality interaction"

e-business strategy framework

 A framework to develop e-business strategy in three phases - analysis, formulation and implementation.

Selling on the Web

This presentation discusses digital revenue models and building a web presence.

Web 2.0: Reshaping Organization Strategy in the Flat World

 This paper examines Web 2.0 in the business context to identify potential impact, challenges and opportunities for organization strategy.


Posted on 06/04/2009 by


eStrategy: Going Multilingual author sourabhhajela

sourabhhajela

Signup For ThoughtLeader









Subscribe


CIO Index

Our Focus is On Your Agenda

CIO Index is the world's largest professional network for CIOs - of the CIO, for the CIO, by the CIO. 

Over 70,000 CIOs and other IT Executives use CIO Index to Learn, Network and Share.

 

Cioindex, Inc.

  • (+1) 800-309-3550
  • Mon - Fri 9:00am - 5:00 pm
  • 115 Franklin Tpke, Mahwah, NJ 07430