I’ve always been taught, before you criticise someone, make sure to walk a mile in their shoes. That way, when you do criticise them, you’ll be a mile away and have their shoes.
Joking aside, the first part of that lesson is critical in business.
“Be the customer” is a marketing buzz word that is used a lot in business and is often taken for granted. Not many people realise that having it as an internal initiative can drive employee ideas, new innovations and ultimately increase profits. In fact, PayPal (an SDL customer) boosted sales volume by $22 million from April to December 2014 and added more than 14 million users since they started to encourage their employees to “be the customer”. That’s quite an impact that can be made.
Before you start composing your Yammer post or creating an employee incentive plan, ask yourself this question: How can you expect your employees to be the customer (or walk in their shoes) when the customer they need to be is potentially thousands of miles away in a completely different country?
They might not even wear shoes. They might prefer sneakers, klompen, geta sandals, reindeer boots or cowboy boots.
How can you expect your employees to “be” every customer that you’re exporting to when they’re sat in a head office silo in a different time zone, using a different language and living in a different culture? The answer is: you can’t. And they shouldn’t have to. They won’t have the time or resources. But, you should expect them to work with a proven and reliable localisation partner that can.
SDL Managed Translation have a presence in 38 countries around the world, with 56 offices and 15,000-plus ISO certified translators. Simply put, we are where you want to do business, and will help you understand what it is like to walk a mile in your customers’ shoes regardless of what style they prefer, because believe it or not, our translators are a fashionable bunch and own a pair or two.
Hear from one of our customers why understanding your international customer and localising for their needs is important.
Get in touch and put our international customer knowledge to the test, and we’ll help you export quickly and efficiently to new markets around the world.