--- title: Looking at Customer Engagement Through Localization description: In our recent webinar, CSA Research joined us to dive deeper into customer engagement and how localization plays a role. image: https://lh6.googleusercontent.com/qXfK1NVlJDT-a-xPiDlbVjBnV4ZMYgoAFL8IPd-ZnaQ0FLvFiyb0AkE6l327f1mGb3r2bjUsXMR99ABrCbDHzH59MN-UVMM-OLSRX0uMd5kWUVdRvl64iSC-nevlYXDp0JFg1Jhx --- - [Lilt.com](https://lilt.com/) - [Resources](https://lilt.com/resources) - [Lilt.com](https://lilt.com/) - [Resources](https://lilt.com/resources) ## Looking at Customer Engagement Through Localization ![](https://labs.lilt.com/hs-fs/hubfs/Drew%20Evans_Edited%20Headshots-large-0725%20copy.jpg?width=299&quality=low) by Drew Evans November, 19, 2020 3 Minute Read - - - One of most critical aspects to a successful customer engagement strategy is localization - without it, your prospects and customers may seem disconnected and unable to truly interact with your brand. In our recent webinar [*Rethinking Your Customer Engagement Strategy*](https://resources.lilt.com/rethinking-your-customer-engagement-strategy?hsLang=en), Dr. Arle Lommel, a Senior Analyst at CSA Research, joined us to dive deeper into the customer journey, why planning multi-language content is important, and how AI plays a role in strategy. Lommel started the conversation by referencing the latest edition of a CSA Research study, [*Can’t Read, Won’t Buy*](https://insights.csa-research.com/reportaction/305013126/Marketing), in which nearly 9,000 consumers across 29 countries were asked more about their purchasing behavior and experience.  What stood out most from this survey was just how important language can be. While it might seem obvious to seasoned localization leaders, it’s not necessarily so with many companies in the world - even those aiming to support multiple locales. “In a survey of over 3,000 global brands, the median enterprise targets just **one** additional language along with its source language,” said Lommel. And while the average is higher (due to large brands like Google, Facebook, Amazon, etc.), it’s telling that even large global brands tend to focus less on localization. [![customer journey map](https://lh6.googleusercontent.com/qXfK1NVlJDT-a-xPiDlbVjBnV4ZMYgoAFL8IPd-ZnaQ0FLvFiyb0AkE6l327f1mGb3r2bjUsXMR99ABrCbDHzH59MN-UVMM-OLSRX0uMd5kWUVdRvl64iSC-nevlYXDp0JFg1Jhx)](https://resources.lilt.com/rethinking-your-customer-engagement-strategy?hsLang=en)*Example of a customer journey map.* What that may ultimately lead to is a buyer journey with interaction points where customers feel disconnected or unable to get the help or support they need. In fact, **76%** of buyers said they would prefer products with information in their language, while **41%** said they would exclusively purchase a product if the instructions are localized.  For many companies, this is a difficult transformation that must take place, often one that requires new technologies and software systems to build a scalable process. But it’s becoming more common and even more necessary to engage with consumers as the world becomes more digital.  As Lommel points out, localization success starts with planning from the beginning, so it’s important to strategize early on, regardless of whether you're [translating marketing materials](https://lilt.com/use-cases/marketing) or application code. Turning to technology that integrates humans and machines together to get the best of both worlds is a future-proof way to improve both consistency and quality in translation. • • • To learn more about customer engagement and how localization plays an important role, [watch the full webinar here](https://resources.lilt.com/rethinking-your-customer-engagement-strategy?hsLang=en). If you’re thinking about localizing your content to expand globally, be sure to [request a live demo](https://labs.lilt.com/cs/c/?cta_guid=cba5985b-0986-44c5-b9d5-591be158a08e&placement_guid=09092ab8-f30e-47c4-b2fb-99a92ea02c32&portal_id=4453601&canon=https%3A%2F%2Flabs.lilt.com%2Fmachine-translation-post-editing-is-a-relic&redirect_url=APefjpFtLHPNHGyoA-cDjz-FS_iBi8Qd8hCoabNzTOsrE0feBxE9amrEER5rkuKAXw222ttDIYCCDcnMMpbeT6j7TpmZblnUr4DpXwhQ-XRMO_9yzGSBTTWZ5kIpZRNQw4_8ARfKnCwWYHVEC1xtVy3MSuiocfWI0DpW_KiNba3_fxOzBX1jHlbNTxtZvFitGsOoA2LXHknjb9CBD96RDcn44XiaNHpfSULO8DM1fyu1eVq0Y4CNk_0BIn1u2pU3Pn_N-Q1wZstWAp6zF6FBWS1v_ZFqhTExbQ&click=5a5dd8e0-2798-4eb7-ae8c-c4a5cda494d1&hsutk=47d38282affe1fb7e6e39d78e51ab633&signature=AAH58kEUvTswVUJUYGAnmstHcfK1w0SNKA&utm_referrer=https%3A%2F%2Flabs.lilt.com%2F&pageId=30357068110&__hstc=210456330.47d38282affe1fb7e6e39d78e51ab633.1586201468727.1597347634531.1597709373326.106&__hssc=210456330.6.1597709373326&__hsfp=1300545055&contentType=blog-post&hsLang=en) of the Lilt platform today and chat with an expert to see how adaptive [machine translation](https://lilt.com/machine-translation) can improve your efforts. [View All Posts](https://labs.lilt.com) ### [![](https://labs.lilt.com/hubfs/State%20of%20GX-%20Blog%20Hero%20IMG.png) January, 12, 2022 Announcing the State of Global Experience 2022 Survey 1 Minute Read ![](https://labs.lilt.com/hs-fs/hubfs/Drew%20Evans_Edited%20Headshots-large-0725%20copy.jpg?width=299&quality=low) Last year, we launched our inaugural State of Localization 2021 survey and subsequent report with the aim of learning more about the localization industry’s best practices, trends, and priorities for a year ravaged by pandemic. Read More](https://labs.lilt.com/survey22?hsLang=en) ### [![](https://labs.lilt.com/hubfs/Infographic-Title-Page-1.png) January, 19, 2023 CEO Spence Green's 2022 Look Back and 2023 Look Ahead 3 Minute Read ![](https://labs.lilt.com/hubfs/spence.jpeg) 2022 reminded us how uncertain the world can be, and how quickly that uncertainty renders obsolete the best-laid plans. In startups, resilience and adaptability are rewarded. We would like to thank our translators, customers, and partners for helping us make phenomenal advances toward building multilingually-inclusive global customer experiences. Read More](https://labs.lilt.com/ceo-spence-greens-2022-look-back-and-2023-look-ahead?hsLang=en) - [System Status](https://status.lilt.com/) - [Support Terms](https://lilt.com/terms) - [Privacy](https://lilt.com/privacy) - - - -  2026 Lilt, Inc.