In 2018, a technology and services provider for the audio streaming industry sought to dramatically increase conversions and revenue in two key global cities: Madrid, Spain and Montreal, Canada.
The tech company had several goals:
- Improve its engagement efforts in the two markets by providing a full CX in their customers’ preferred languages
- Provide localised user guides and secure support portals to boost customer satisfaction and reduce churn
- Increase market share
The Challenge
The company initially believed it could localize its sites, secure login areas and documents using in-house resources. However, its lean team lacked the expertise to manage the translation aspect of the project.
The project's technical aspects were even more daunting. The customer support portal used elaborate single-page applications and contained complicated dynamic content that was regularly updated.
These complex experiences, often driven by JavaScript, React, Angular and other frameworks, pose insurmountable challenges for a company's internal teams. They also baffle third-party vendors, which can derail localisation projects altogether.
The Impact
The company's leadership realized they simply didn't have the money or resources to localize their customer experience with an in-house approach, or with traditional translation vendors.
Until they found the right solution, the company was offering an incomplete customer experience for Spanish- and French-speaking customers. Executives feared this might send customers looking for another audio streaming provider that could offer localised customer support material in their preferred languages.