3 reasons why translation services are a major partner for success in the EU market

The European Union is a large multilingual community which takes great pride in its rich cultural diversity. Over 200 European languages ​​are spoken across the continent, 24 of which are considered official in the EU.

The famous linguistic diversity of the region therefore constitutes a challenge for companies wishing to penetrate its market. But as they say, with great challenges come great rewards“Today the EU is one of the largest single markets in the world, which makes it an attractive target for businesses around the world.

So how do businesses navigate this environment? The answer may be to take a serious approach to the language and find the right partner for the job.

This article will examine the different challenges businesses face in adapting to the multilingual environment of the EU, and the role of translation services in guiding them through this environment..

The role of translation services in EU trade

The EU regards multilingualism as a founding principle and, as such, its official languages ​​are widely used not only in administration but also in commerce and other fields. For this reason, there is a thriving economy of language professionals and service providers in the region due to consistently high demand.

This is especially true when it comes to doing business in the EU. “Navigating the EU’s linguistic landscape is always a challenge for companies due to cultural and regulatory factors” says Ofer Tirosh, CEO of Tomède, a translation services company present in many European countries. Tirosh has extensive experience working with business clients looking to enter the EU market and whose understanding of their language challenges tends to vary. “It’s important to stress, especially for companies with minimal experience, that the need to keep the language in mind affects many important areas of business strategy at the same time. “

The region has some of the strictest standards in the world as well as the most diverse in terms of different cultures that businesses must take into account. According to Tirosh, companies must take a holistic approach to language in their business strategy if they are to be successful in the EU.

This can be overwhelming for any business with no previous experience in the EU market, but Tirosh shares 3 general areas that a holistic, multilingual business approach should target:

  • Multilingual marketing and customer service
  • Regulatory compliance for product labels and advertising
  • Management of legal and tax documents across the territories

Multilingual marketing and customer service

This is perhaps the easiest challenge for businesses: Customers prefer products and services that are available in their own language. This is where translation comes in.

A European Commission study found that up to 82% of consumers are less likely to buy something if it is not available in their language, even in regions where English proficiency is relatively high. . This makes translation essential for businesses to build a good customer experience design at all stages of their engagement with a business, from advertising to after-sales customer service.

Growing into a new market can be a costly endeavor. Each country has its own cultural patterns and preferences which must be determined through careful market research. Professionals working with translation services are often native speakers of a target language and therefore have an intimate knowledge of the different cultures and consumer trends in a particular country, making them a valuable source of information.

Businesses tend to retain their customers when they also provide good customer service. Customer service is a more personal experience and requires good communication skills, which makes language all the more important in this area. Some large companies in the professional translation services industry may also offer multilingual customer service in addition to translation.

Regulatory compliance for product labels and advertising

The EU is well known for its strict regulations on how products are packaged and advertised. For food, for example, there is a detailed list of nutritional information that must be provided and translated into each of the 24 official EU languages, depending on where it is intended to be sold.

Recently, the EU has fully implemented a set of extended guidelines for the translation of medical device labels, instructions and packaging, established as part of a more comprehensive regulatory reform framework.

Professional translation services operating in the EU are well aware of the regulations applicable to the sector and make a point of keeping abreast of the constantly evolving developments in the field. As such, they are able to provide up-to-date solutions that comply with the standards of different countries.

Advertising is also subject to stricter regulations than most other countries, and language professionals are often able to flag content that does not meet standards, potentially saving businesses the cost of advertising. ‘a penalty or fine.

Role of professional translation services in managing legal and tax information across territories

The language needs of a business in the EU are not limited to products. They should also pay attention to this in behind-the-scenes work, especially in legal and financial services.

Translation in the legal field is itself a specialist business in itself due to the different and highly standardized style and grammatical construction of legal discourse.. In the EU, the question is made even more complicated by the fact that this discourse on the law passes through 24 official languages ​​dependent on very different national legal cultures.

Finance is another area that handles extra-sensitive data for translation. Companies doing business in the EU may need to write information in the language of the countries in which they operate. Even the smallest mistake could become a costly ordeal if not left to professional translation services who can guarantee the necessary knowledge in the financial industry.

Translation services as a partner for success

We hope that we have sufficiently illustrated the need to take into account the very diverse linguistic aspects of doing business, and professional translation services are therefore a valuable partner in navigating the EU’s highly multilingual business scene. A good language strategy is not everything, but it is a crucial first step.

Connie A. Bailey