Multilingual customer experience for a global expert network
Insights, a global leader in personal development and team effectiveness, created Connections, a state-of-the-art platform for its worldwide network of experts. This platform aims to overcome language barriers, enabling seamless communication across diverse linguistic backgrounds.
As Insights expanded globally, they integrated advanced machine translation and AI capabilities into Connections, meeting the needs of their international community and setting a new standard for inclusive learning and collaboration.
The result was impressive: a 59% increase in user engagement across the platform.
Learning & Development
Provide multilingual customer experience across 11 languages to boost community retention and growth
Insights Connections integrated with the Verint platform for CX automation
English-only content limiting global network experience
The Insights community is quickly growing across industries and languages, and they want to provide personalized, multilingual content for a consistent and authentic language experience. They faced a challenge: how to keep current customers and attract new ones while ensuring everyone can fully benefit from their platform despite language differences.
To solve this, Insights wanted to break down language barriers by offering content in eleven languages to enhance accessibility and engagement, allowing users to read posts, comment, and download files in their native language. They wanted to create an inclusive space where anyone could join discussions, share ideas, and learn from each other, no matter what language they speak.
First attempts at creating multilingual content
Insights Connections started as an English-only platform, leaving non-English speakers unable to join the conversation. Non-English users could not access all of the content, impacting their experience on Connections and ability to engage with other practitioners across the world. Insights began translating content into six core languages using human translators to fix this.
However, the website interface remained in English, making it difficult for non-English users to navigate. Also, each language had its own section, and some had less content than others, which created an uneven experience for users. Insights wanted to improve the user journey on Connections to support it’s practitioners across the world.
Looking for the best solution
After reviewing the available out-of-the-box solutions, they discovered none fit their needs. Human-based language solutions were too costly and slow, so they decided automation was the best solution for their business.
Insights started looking into machine translation and AI tools to stay competitive, work more efficiently, and grow faster. They needed a solution that would improve what they had started to develop.
Insights chose Intento for two reasons:
1—Intento could handle all elements to provide a consistent user language experience, including dynamic and static content, and ensure that the right documents were downloadable in the correct language.
2—Their requirements exceeded the native functionality of their existing platform, and bringing in external human translation partners would have been slow and very expensive.
Enhancing translation efforts with custom MT and AI
Machine translation is helpful, but it’s not perfect. Insights needed accurate terminology, consistent style, and high-quality translations. They also had specific requirements, such as document download mapping (automatically directing users to the right document in their chosen language) and searching in various languages.
We customized machine translation for Insights to solve this.
They added glossaries for specific terms that shouldn’t be translated and started reusing approved translations, making future ones quicker and more cost-effective.
These changes significantly improved the language experience for Insight’s users. Now, they can switch the entire platform to their language, making it easy to read, write, and comment with instant translations. The platform is now accessible to everyone and embodies its community-focused approach.
Global reach unlocked surprising gains
The new multilingual platform, enhanced with Language Hub for Customer Experience, has influenced Insight’s global strategy by changing how they handle content and team workloads. They’ve established a dedicated content team to ensure equal service across all languages, which aligns with their annual license fee.
By translating their platform into six core languages—French, German, Danish, Dutch, Spanish, and English—Insights gathered more precise data about their global users. This deeper understanding revealed popular content and usage patterns across cultures, enabling them to design features and campaigns that resonate with diverse audiences.
Insight’s customer conference went virtual due to COVID-19 and has now become more engaging. Before, community posts were only in English, limiting participation for experts who spoke other languages. In 2024, they’re organizing about 50 events worldwide, both online and in-person, across different time zones and language regions. Participants can now create posts and connect in multiple core languages.