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Monthly Archives: August 2018

The Death of Generic

By: Jonathan Downie    Date: August 23, 2018

My wife and I recently sent quite serious complaints to a local bus company. We both got a generic “your comment has been noted” response. Call up many companies and you will hear dodgy hold music and the words “your call is important to us. You are being held in a queue.” The same bland responses. The same angry customers. Given all that can be done with social media and personalisation, generic is dead.

Every single marketplace is crowded. There are literally hundreds of companies doing exactly what yours does. Unless you stand out, you will lose┬ácustomers. It’s as simple as that.

Why are so many shops closing on the High Street, while others in the same street fluorish? It has nothing to do with price. It has everything to do with being unique.

The unique, the different, the customer-focussed, they all win. The generic, the seemingly uncaring, the bland, they are dying out.

If your company has recently adopted a technology because everyone else uses it, you are already too late. If your customers don’t get what makes you different to everyone else, all there is left to compete on is price. And no-one ever wins that race.

Generic is dead. It’s time to be special, to treat each customer individually, to deal with each complaint well and to market in a way that says something to the precise kind of person you need to convince.

Generic is dead. What happens next is up to you.

 

 

I don’t believe there is any such thing as a generic or typical conference. As a consultant interpreter, I create bespoke interpreting teams to make your next event achieve more than you could imagine. Sounds good? Let’s chat.

A Quick Fix for Your Company’s Language Itch

By: Jonathan Downie    Date: August 22, 2018

It’s the time of the year where parents and students in the UK to see the results of all their hard work over the past year as the exam results come flying in. Alongside the predictable debates whether exams are getting easier, we now have some interesting discussions over the differences in the subjects that students are choosing. This year, for example, we found that once again, fewer pupils in England and Wales took exams in foreign languages than in the year before. Now businesses are beginning to feel the pinch.

Fewer people with foreign languages means fewer people who can help you win business abroad. Less business abroad means slower growth and less revenue for the business. so what can you do?

It turns out that, despite the entirety of the UK being bottom of the class for language learning, we actually have a surprisingly strong language industry. So, while it might be getting harder to recruit local engineers who speak fluent German, there are lots of excellent translators and interpreters with German who can help in the short-term.

How do you find them? This is a topic I have covered before but it helps to go over the basics.

It always helps to start with you national translators and interpreters association. Here in the UK, ITI, our leading association, has an excellent directory listing all their qualified members, which is searchable according to language and specialism.

Like any other service, you should expect the translators and interpreters working for you to be qualified and verified. Starting with members of a local professional association is the perfect start.

If you don’t have a local professional association, it’s worth using your network. Ask those who work for the same company who they use. Here, you need to be very careful. If they get all their websites translated by Bob from Accounting or ask Sally from Sales to interpret for them, take a step back. If, on the other side, they have had great work from a local agency or an expert consultant, then definitely take their advice.

Now, since you are reading this, you can actually skip those two steps since you already know a consultant interpreter … me! My job as a consultant is to make sure that I don’t just deliver great interpreting, I can build teams of interpreters and translators to make sure that your projects go even better than planned.

So there you have it. While the UK might not be top of the league for language learning, we do have a very healthy language services sector. If your business is looking to grow abroad or start exporting, drop me an email and I will create the team you need to succeed.