By : Jennifer Karpus-Romain | February 15, 2021 | 5 min read

3 Reasons to Add Translation Capabilities to Your CX Software


The world is getting smaller, and that presents a real opportunity for companies of all sizes to establish new footholds in the global marketplace. If your company delivers real value for customers in your own country, odds are that there is an even bigger pool of international customers looking for the same products and services. To reach them, your company needs to speak their language … literally.

There are now solutions to easily improve your translation capabilities. Automated translation plugins and related services can completely transform your company’s international presence. It’s a simple addition to your existing business workflows, and it’s a relatively small investment that can have a massive ROI impact.

Here are three reasons to add real-time, neural machine translation capabilities to your customer experience (CX) solution and other business software:

  1. Improve international sales and support.

Automated translation tools will improve your international sales and support. It’s extremely difficult to gain customers in new markets if you can’t clearly communicate with them. Retaining these same customers over the long term is virtually impossible. At the same time, hiring a multilingual sales and support staff is usually prohibitively expensive. Plus, it’s worth remembering that workers hired primarily for their language abilities may not be well trained in sales or support, and may provide a lower quality of service than your primary staff. The result is often a flat — or even slightly negative — ROI from investing in a dedicated multi-language support staff.

This equation changes completely with automated translation tools. By leveraging the power of neural machine learning, like the Google Translate API, it is possible for everyone on your sales and support teams to access high-quality, real-time text translations of over 100 languages. These tools also remove barriers for your staff, allowing them to deliver great results to your international and multilingual customers.

  1. Real-time translation integration.

Real-time translation integration streamlines your customer support workflows. Many companies already use automated translation tools — such as Google Translator — but in an informal and inefficient way. Workers copy and paste entire blocks of text from a chat window, email, or CRM field from one program, and then manually paste it into a website text field. If they’re lucky, the website automatically recognizes the language, but if not it’s up to the user to select the correct source language. This can be a tedious process, particularly if the customer’s language isn’t known, or is unfamiliar to the staffer. Once that’s dealt with, the resulting translation still has to be selected, copied, and pasted back into the original program.

If you have a handful of international customers, this method is slow and tedious, but it’s probably good enough to get by. If you have hundreds of those customers, however, this workflow is inefficient and prone to human error. It’s also a workflow that cannot scale, meaning that the passive costs increase with every new international customer your company acquires. Expanding into that new country quickly becomes an expensive burden, rather than a growth opportunity. Why not simply integrate a translation system into your CRM, support desk, and other platforms for a fraction of the cost?

  1. Language barriers are bad for business.

Most people greatly prefer doing business in the languages they speak. They may settle for doing business with a company in a language they don’t speak — particularly if there isn’t a good alternative — but the ultimate loyalty of these customers will always be shaky. If they have a problem with your products or services, or if they are frustrated by an inability to get answers from your support staff, there really isn’t much to prevent them from switching to an easier-to-talk-to competitor.

By offering support in their preferred languages, your company is giving clients a great reason to stick around. Even if the translation is imperfect — idioms and technical jargon can be difficult to translate — the overall quality of the support experience usually remains high. As long as their needs are being met, their questions answered, and their problems dealt with in a timely manner, those customers will have no reason to look for another provider.

Automated translation capabilities allow your company to expand its reach, acquire new customers, and gain traction in the international market. Prospects that would normally be completely inaccessible are suddenly able to have real-time conversations with your sales teams, opening doors that were once locked. Translation technology has torn down those old barriers, and they’ve been replaced by opportunity.


By integrating these translation tools with your Helpdesk, CRM and other business platforms, your company has instant access to the world. Compared to the old days of paying for dedicated translators and hiring multilingual employees, the costs of real-time translation tools is negligible and sometimes baked into products, such as Flare for Zendesk.

There’s an entire planet of customers out there. Isn’t it high time for your company to start doing business with them?

Looking up your translation capabilities and integrate your CRM with real-time translation tools, but not sure where to start? Let Faye help. We offer a wide range of options — including Flare Translate for Zendesk — for companies of all sizes. Contact us today for a no-risk consultation.

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