Customer Name: Estée Lauder Companies (ELCA)
Customer Sector: Cosmetics
As part of localization of an online platform offering various services such as beauty consultation on skincare/make-up and customer support, global online/offline bot messages, bot keywords, GDPR privacy statement as well as bot and agent surveys were translated from English into Turkish.
CHALLENGES
- Source text provided in Excel file format contained both technical and legal elements which are required to be taken into consideration during the translation process. Global bot displays automatic messages to the user, either with instructions on how to proceed or otherwise provides the user with information on disclaimers and other legal content. These messages are required to be translated in line with the intended purpose of the messages, e.g., conversational, informative, instructional, warning, suggestion, greeting, etc., as the case may be.
- Terminology contained in legal texts should be reviewed and used accurately. For instance, reference to the GDPR requires knowledge about the content of this Regulation and its requirements.
- Text and video chat messages contain instructions and information about how to use the functions efficiently and they provide guidance to the user in a descriptive and comprehensible manner. The same instructional quality with accurate information must be provided in the target language.
- In some messages, a conversational style was used which should be maintained.
- Some messages are formulated in imperative form. Particular attention should be given to such type of phrasing since this may sound rather rude in Turkish in some cases, so the adjustment of the tone is required by adding certain suffixes to sound more formal and kinder.
- Bot and beauty agent surveys consist of customer satisfaction rating for the online service provided by the platform. Standard survey items can be translated in line with similar surveys found online.
SOLUTIONS
- The intended purpose of individual bot messages was identified and the messages were translated accordingly.
- The GDPR and other applicable legal framework were reviewed and a legal glossary was created for custom use in this project.
- Text and video chat messages were translated in an instructional manner to provide the user with actionable information.
- Conversational style was also used as required to give the user an authentic experience as if the user was chatting with an actual individual.
- Some instructions provided in imperative form were adjusted in Turkish to be well received by the user to avoid dissatisfaction.
- Survey items were standardized similar to other online surveys about customer satisfaction.
SOLUTION ELEMENTS
- Technical and legal terminology knowledge.
- Knowledge about applicable legal framework and regulations.
- Competence in localization of web-based systems and content.
BENEFITS
- Facilitating user experience and contributing to customer satisfaction.
- Providing an intuitive user interface for users and potential customers.
