By Jerry smith 
Many companies make costly mistakes when they expand internationally and rely on automatic translation FAQs as their primary support solution. It makes a lot of sense on the surface: quick to deploy and cheap. However, the real world doesn’t pan out that way.
Machine translation tools struggle to support complex content. Despite recent improvements, these systems struggle with the complexities of human communication. The Massachusetts Institute of Technology conducted a study that found machine translation tools were unable to get even 65% of business-critical content correct. Companies don’t have room for that level of error when it comes to supporting content.
Why automatic translations create more problems than they solve:
The first problem is that it isn’t just bad; it’s a literal translation. These tools are culture- or context-blind and can’t deal with idioms, technical jargon, and cultural references that enrich a language. If the information you are conveying is essential enough, context is vital to your message.
In fact, 72.1% of consumers prefer websites in their native language, and 72.4% are more likely to purchase if the content is in their native language. That’s why poor translations create significant problems. They don’t just confuse customers — they make you look stupid.
As a product manager, it is essential to understand these limitations. Customers will not take your poor FAQs seriously, and native speakers will immediately notice the errors, which will leave them thinking you don’t care enough about them to translate your content correctly.
Reputable localization companies know that the job is more than simple word-for-word substitution. Savvy companies view localization as an investment in customer loyalty and trust rather than just a one-time expense.
Consider the implications: poorly translated product instructions can lead to misuse, increased support tickets, and potential liability. Poorly translated content can even create cultural or offensive issues that will damage your company’s reputation.
The solution lies in marrying technology with human expertise. Translation technology can get you started, but human translators who understand the languages and your industry should review and edit the content. This gives you the benefits of automation with the quality of human content.
For product managers managing global markets, working with an experienced localization company means you get more than just translated content — you get peace of mind that your support content will actually help customers, no matter where they are.
Lost Meaning, Lost Trust: How Bad Translations Hurt Your Brand
Poor translations cost companies far more than lost profits. A recent survey found that 40% of consumers worldwide are unlikely to purchase products with poor-quality translations. Product managers forfeit an entire market before they even start selling.
Companies lose huge portions of brand trust due to translation mistakes. HSBC learned the hard way that their tagline “Assume Nothing” turned into “Do Nothing” in some markets. They had to spend $10 million on rebranding. Pepsi was more embarrassed when their “Come alive with the Pepsi Generation” slogan meant “Pepsi will bring your ancestors back from the dead” in China. These cases demonstrate how quickly translation errors can harm a brand.
The financial loss goes far beyond the initial mistakes. A recent survey found that 72% of global companies suffered reputation loss due to translation mistakes. One spelling error can cut sales by 50%. Customers will see poor translations as an indication of laziness and stop trusting the entire business.
Bad translations can also damage a digital ranking. Search engines will lower the rank of a website with poor translations. An SEO expert warns that “Automatic translations can be inaccurate and off-putting. They can hurt a website trying to compete in a crowded market.” That’s another hit for product managers in competitive markets.
There are legal consequences as well. A Canadian company lost $2.13 million due to a poorly worded translation. Medical translation mistakes can be fatal – a Florida hospital was sued for $71 million after translating “intoxicado” as “intoxicated” instead of “poisoned.”
The process of recovering lost trust is a massive effort. Professional localization agencies understand that high-quality translation is essential for protecting a brand. Studies show that 75% of customers prefer to buy from brands that speak their language. Working with expert translators ensures accuracy and protects your brand’s reputation worldwide.
The message to product managers could not be clearer: saving on localization costs far more than spending wisely from day one. Quality translations protect your message—and your brand’s trust — around the world.
From FAQs to Full Experiences: Elevating Global Support with Localization
Strategic localization means adjusting content to meet local priorities and expectations. That’s a lot more than translated FAQs. 75% of customers will buy again if they get post-sales support in their native language. That’s what product managers should keep in mind.
Quality localization creates personalized experiences that resonate with users worldwide. Professional localization goes beyond automatic translation. It considers cultural references, local expressions, and what people expect. That way, customers feel understood and valued, not just accommodated.
The localization strategy needs to cover the following:
- Multilingual support channels (chatbots, team inboxes, help centers).
- Native-speaking support staff for high-touch cases.
- Culturally appropriate self-help content.
- Region-specific payment methods and trust signals.
Those improvements can pay off. Companies that offer multilingual support can see a 767% growth in downloads. Localized payment options can increase purchases by 30%. 74% of customers will stay loyal to a brand that tailors their experience through localization.
Medium-sized product managers can benefit from working with an experienced localization agency. Those agencies recognize that localization is an ongoing task. A localization expert explains, “For localization to be the most efficient, best practice dictates that it should be an ongoing process.”
Localization technology streamlines content adaptation without sacrificing brand consistency. Modern tools create automated workflows between content management systems and translation platforms. That creates seamless pipelines for continuous localization. Product managers can then focus on strategy rather than logistics.
The best localization strategies emerge from collaboration between departments. Development, marketing, product management, and design teams can collaborate to create exceptional experiences. That increases user adoption and customer loyalty worldwide. Product managers should make localization a central part of their business strategy.
That’s where a trusted localization agency can help you. Your global customers deserve support that feels native, not just translated.
Beyond Words: Building Trust with Culturally Aware Content
Cultural awareness is the difference between “translation” and authenticity. Sixty-six percent of senior executives believe that cultural differences are the most significant challenge in global business. This means that product managers must make culturally sensitive content a top priority.
Cultural differences influence the level of support you should provide, which makes content vital. Quality, for instance, has different meanings in different countries. The way support teams communicate will have to be adjusted to reflect this. American clients are typically less formal, whereas Asian clients tend to prefer a more formal approach.
Several companies are demonstrating cultural sensitivity through local campaigns. Coca-Cola, for example, featured culturally diverse names on its bottles with the “Share a Coke” campaign. It helped boost sales while also celebrating diversity. Similarly, Airbnb’s “We Accept” campaign featured hosts of diverse backgrounds to combat discrimination.
Cultural awareness leads to happy customers and measurable business growth. Companies with diverse teams are 35% more likely to outperform their competitors. Diverse teams are also more likely to make good decisions. Brand loyalty increases by 70% when companies are culturally aware.
How do product managers create culturally aware content strategies?
- Familiarize yourself with the local customs, values, and communication styles before entering the market.
- Use the local language with proper references and colloquialisms.
- Run tests with local focus groups to catch cultural blunders.
Hiring an experienced localization agency will provide cultural insights that machines cannot. Agencies have in-country experts who understand local nuances. This ensures your content will resonate with your audience.
Ninety percent (90%) of executives understand that global collaboration is essential, but only 30% believe they are adequately prepared for it. Cultural competence is a strong competitive advantage. Product managers who champion culturally aware content gain trust and loyalty, driving green growth.
Conclusion: Respect Your Users—Invest in Real Localization
The numbers don’t lie: auto-translated FAQs don’t meet the expectations of global customers today. This report demonstrates that machine translation often overlooks nuances, context, and cultural nuances. Professional localization services aren’t a cost – they’re an investment with tangible returns.
Product managers should know that 72% of global customers expect content in their native language. And 75% show loyalty when they get authentic post-sales support. Choosing between localization and machine translation is no longer a matter of cost – it’s a matter of sustainable growth.
Bad translations create more than communication issues. Companies face legal liabilities, damage to their brand image, and significant revenue losses due to language errors. Search engines also penalize poor translations, making these problems even worse.
Product managers working in global markets get three main benefits from partnering with a localization agency. They get the accuracy that machines can’t provide. They get cultural respect that builds lasting trust. They offer a seamless customer experience that fosters loyalty worldwide.
Leading global brands understand that localization requires a dedicated commitment, not just a one-time effort. They choose a localization agency that combines tech efficiency with human expertise. This balanced approach enables medium-sized companies to compete with larger ones while conserving resources.
The upfront cost may seem high, but losing customer trust due to poor translations costs far more in the long run. Product managers who support in-depth localization strategies enable their companies to grow globally. They also protect their most valuable asset – customer trust.
The global market rewards authentic communication and cultural awareness. Customers want more than translated words. They deserve experiences that respect their language, culture, and values. A trusted localization agency provides exactly this type of service. It turns simple support into meaningful connections that transcend borders and create lasting business relationships.