Companies who wish to grow business overseas are faced with a difficult path. In 2011, 78% of people in North America, 58% in Europe and only 11% of people in Africa have internet access. Europe and Africa both have large populations who are not currently online but will be in the coming decade. It is clear that with the majority of future internet users emanating from somewhere other than the United States, finding ways to service these new customers is paramount.
All indications point to 2013 continuing the economic turmoil of the past few years. Companies interested in growing despite the economic difficulties are taking steps to attract customers who live outside of the United States. In the constellation of possible growth strategies for 2013, few options shine brighter than the use of a content management system or CMS for customer communications.
2012 is poised to be the year of the customer. During lean economic times, every consumer is looking for ways to not only stretch the budget, but expecting to feel like every dollar spent delivers high value. Companies will be wise to develop strategies which yield the end result of customers feeling like they are amply receiving everything they paid for. In the end, there is only real strategy when it comes to customer experience management: giving the customers what they want.
“Ich bin ein Berliner.”
John F. Kennedy announced this famous phrase in Germany on June 26, 1963. Kennedy’s statement, which translates to “I am a citizen of Berlin,” became a famous symbol for international unity. These days, American businesses could be saying the same thing, but in countries around the world.
There is a great need for improved translation technology. Companies can expand globally only as fast as they have the resources to support each new country or language. For many companies large and small, the time and money involved in the localization effort can be a prohibiting factor in choosing to expand.