Ecommerce's Global Language - How Translation Professionals Opens Doors To New Global Customers

What is the global language of e-commerce? Certainly it is not a surprising revelation to learn that the answer is English. Today we are able to conduct business around the world with such speed that completing a call or transaction between the U.S. and another country, happens quicker than physically driving to a local business, a walk to a neighborhood establishment, or sometimes faster than a response from a directory assistance operator. For global marketing and marketers, these opportunities to conduct business are virtually limitless. However, there is one consideration that can slow businesses access. English, while the global language of e-commerce, is still the second language of a huge percent of the world population.

In the U.S. alone, just from the 2000 census, 18% of the population over 5 years of age, this means 47 million individuals, predominantly speak a language, other than English, at home. Spanish, Chinese and French are the top three. Around the globe, French, is spoken in countries on five of the seven continents. While Spanish is the principal language in countries on the South American continent, just over 10% of households in the U.S. also speak Spanish as their first language. Could these be your potential customers? Or, should I ask would you like to include them in your customer or client data base?

Anyone in business today, understands not only just how critical communication is to building customer relationships, but also in reaching specific target markets. Several years ago, ATT indicated in one of their annual reports,the value of long distance to two specific ethnic groups and developed advertising that reach those markets in their language. Banks, auto dealerships, public agencies, hospitals, private businesses, retail chains and more, are enhancing their own communication tools all in an effort to be user friendly to customers whose principle language may not be English. I have called customer service departments of businesses and while waiting on the telephone, listened as prompts were offered for individuals to continue in English or another language. The user manual for my wireless phone is prepared in English in one direction. If I invert the book, it is in another language, Spanish. Each of these businesses or institutions share a common theme: create access to services and/or products for more than primary English speakers. But they did something more in their move to strengthen their own communication skills. A loud and strong statement is made to these potentially new customers, that they are valued, their heritage is respected, and they are fully welcomed without the wall that differing languages sometimes create.

Ms. Summers owns a consulting business that specializes in designing "wellness" solution tools for a wide range of personal and business problems, e.g. personal development, education, health, financial--resource building and small business development. These "solution tools" incorporate training, workshops, coaching--business & personal, along with educational and self development products. Products include, but are not limited to consultation, software for building financial wellness and/or business development, empowering poetry/art prints, and wellness journals.