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Quality is not expensive, at least not as much as the lack there of.

The value of a professional translation is essential for any company; even the smallest mistake, when translating important business documents, can carry with it disastrous financial as well as legal consequences.

No company, regardless of size, can afford to take such risks, which is why choosing a trustworthy and professional translation and localization provider becomes undoubtedly important.

It is always surprising to see the number of high profile companies that, evidently, choose their translation providers based on low rates and the promise of a quick turnaround; with complete disregard of the translators’ qualifications, previous client testimonials, or the overall quality of their services.

To illustrate the magnitude of taking these risks, here are some examples of the detriment of not choosing an adequate professional provider for your company’s translation needs.

Corporate Image at Risk

Mistakes and confusion are never a good investment, especially when we talk about a company’s image.  Some translation mistakes can be perceived as funny while others plainly absurd, obscene, and even offensive; demonstrating a lack of professionalism on behalf of the company.  Generally, individuals as well as businesses want to do business with companies that have a positive image, so it only makes sense that if a company does not have a commendable image, its potential customers will resort to a different partner.

It is fair to conclude that jeopardizing your company’s reputation by publishing questionable translations is clearly not a good business practice. Any mistake can project an image that has nothing to do with the message you are trying to convey, therefore, hindering the communication between you and your clients and ultimately the success of the business transaction.

                   

 

Defective Communication

 Inaccurate translations that end up published and circulated, send consumers the wrong message or confusing information, which results in the loss of your marketing investment, potentially compromising the reach of your product or service; consequently your company’s revenues.

Consider for instance, the translation of a machine’s instructions manual, it could cause injuries or event death to the user if erroneous.  Imagine the repercussions of an inaccurate medical or pharmaceutical label translation.  These cases are hardly considered simple mistakes but rather serious lack of corporative responsibility.

Wasted Resources 

Fixing a botch translation usually means an initial waste of time, money, and manpower; resulting in an unforeseen additional investment.  Every extra minute or hour spent on a “redo”, even for the new provider responsible for the undertaking, presents a tedious process; having to correct the translation, readjust deadlines, reissue materials, not to mention the potential loss of clients.

In an article published by BBC News, Charles Duncombe a British Internet entrepreneur proved, through the analysis of his own websites, that even a “minor” spelling mistake or grammatical error can reduce sales by up to 50%. This is just another example of how important is to NEVER underestimate the value of skilled translation and localization.

Corollary

 In a global marketing or communication plan, adapting our message, service, or product linguistically and culturally to reach new markets and audiences, represents a strategic opportunity. On the other hand, hiring non-professional translators can turn that opportunity into a risk.

So if you want to make the most out of your business and expand in the best way possible, it is vital to rely on a translation provider with proven professional background.

SMALL MISTAKES, HUGE LOSSES

THE SEVENTY-ONE-MILLION-DOLLAR WORD

In 1980, 18-year-old Willie Ramirez was admitted to a Florida hospital in a comatose state. His friends and family tried to describe his condition to the paramedics and doctors who treated him, but they only spoke Spanish. Translation was provided by a bilingual staff member who translated “intoxicado” as “intoxicated”.  A professional interpreter would have known that “intoxicado” is closer to “poisoned” and doesn’t carry the same connotation with drugs or alcohol use as “intoxicated” does.  Willie’s family believed he was suffering from food poisoning.  He was actually suffering from an intracerebral hemorrhage, but the doctors proceeded as if he were suffering from an intentional drug overdose, which can lead to some of the symptoms he displayed. Because of the delay in treatment, Willie became quadriplegic.  He received a malpractice settlement of $71 million.

DO NOTHING

In 2009, HSBC bank had to launch a $10 million rebranding campaign to repair the damage done when its catchphrase “Assume Nothing” was mistranslated as “Do Nothing” in various countries.

 

Charles Duncombe´s article: http://www.bbc.co.uk/news/education-14130854

http://mentalfloss.com/article/48795/9-little-translation-mistakes-caused-big-problems