Building a Linguistic Quality Program for Global Customers

Building a Linguistic Quality Program for Global Customers

In today's globalized world, businesses are expanding their reach to customers around the globe. However, language barriers often pose a challenge in providing a seamless customer experience. This is where a linguistic quality program comes into play. The key to getting people to care about this program is to refocus our attention on its primary objective: providing a great customer experience for end users worldwide.

A linguistic quality program involves the process of reviewing and editing texts to ensure clarity, fluency, and adherence to vocabulary and style standards. The extent of changes made by a reviewer depends on the genre of the text being dealt with. It is crucial to identify the genre to determine the appropriate vocabulary and style. Additionally, the preferences of the client who has hired the reviewer should be taken into consideration.

It is important to note that a reviewer cannot simply adhere to the strict rules of the standardized language without considering whether a more flexible language may be more suitable for a specific text. This is particularly relevant for humorous or advertising texts, where subverting the standard norm can be used to create humor or persuasive wordplay.

Furthermore, the work of reviewing is not limited to texts originally written in the target language. It also extends to translations. In such cases, the reviewer may need knowledge of the source language to compare the original text with the translated version. This process, known as "cotejo," aims to identify any missing or skipped sections in the translation. The reviewer can suggest a translation for these sections or alert the client about the omission.

When reviewing a translated text, two main stages are involved: the preparation of the original and the final reading. The preparation of the original is the first reading conducted after the translation, with the goal of preparing the text for final editing. It is expected that more corrections will be made at this stage. In the final reading, the reviewer is aware that a preliminary review has already taken place, but it does not mean that their reading will be inattentive. On the contrary, this stage allows for the detection and correction of any overlooked aspects and technical revisions. The technical revision stage involves collaboration with a professional in the relevant field, who validates the use of phraseology and terminology. The final reviewer may question the work of the technical professional due to a lack of criteria or attention, often resulting in a superficial review.

Between these two stages, a process called "Conferência de Emendas" may occur. This process involves comparing the marked version of the text with the modified version to ensure that all requested changes during the review have been correctly implemented.

Now that we understand the key elements of a linguistic quality program, let's delve into three actionable pieces of advice for building an effective program directed at global customers:

1. Understand your target audience: Before implementing a linguistic quality program, it is crucial to understand the cultural nuances and language preferences of your target audience. Conduct market research and gather customer feedback to identify any specific language requirements or expectations.

2. Collaborate with native speakers: To ensure linguistic accuracy and authenticity, it is beneficial to collaborate with native speakers of the target language. Native speakers can provide valuable insights into the local language usage and help tailor your content to resonate with your global customers.

3. Implement continuous feedback loops: In order to continuously improve your linguistic quality program, establish feedback mechanisms with your customers. Encourage them to provide feedback on language clarity, fluency, and the overall customer experience. Regularly analyze this feedback and make necessary adjustments to enhance your program.

In conclusion, building a linguistic quality program directed at global customers is essential for providing a great customer experience. By refocusing our attention on this objective and incorporating the actionable advice mentioned above, businesses can overcome language barriers and effectively communicate with their global audience. Remember, language is not just a means of communication; it is a powerful tool that can create a positive and lasting impression on your customers.