3.7.11

Do clients recognize quality?

In her article Ewa Erdman correctly pointed out that low cost translation equals poor quality and it can be seen across the market.
It is of course true and logical. When we buy cheaper products or services, we know they'll be of lower quality. However, when I buy cheap shoes or have a cheap manicure I see the difference in quality even without knowing how shoes are made or how artificial nails are put on. In order to be able to judge the quality of a translation or an interpreter you really need to have a profound knowledge of the foreign language in question. Otherwise, you won't be able to tell whether you're getting the best service for your money. Thus, it is safe to say that in most cases clients can't judge the quality they paid for.
There are so many providers on the market I imagine it must be extremely hard to choose one. They all claim they offer top quality at low prices. Of course they do, have you ever seen someone claiming they're not offering top quality? Well, I haven't.
But what makes clients think that if they choose the cheapest option, the quality won't suffer? I think it may simply be the lack of feedback. Unless you're a law firm and a poor translation loses you money, how do you actually find out whether the translation is any good or whether your interpreter is truly and adequately interpreting your words?
How many times have you come across a poorly translated user's manual? I think I lost count. But have I ever complained to the seller that there are mistakes in the translated version? Of course not. Well, then how is the manufacturer to know that their manuals are funny? And if they're only funny, that's the least of all evils. Imagine someone getting hurt due to a poor translation.
As a hotel guest have you ever pointed out to the receptionist that their website is nowhere near perfect? If so, what was their reaction?
And the list of examples could go on ...
Without having real background knowledge to judge what you're getting you might as well think that the cheaper option is just as good as any other.
It's funny how we associate "low cost" with either lower quality or hidden costs, when we see advertisements for airlines or cheap imported products from Asia or anything "manufactured", but in translations and interpreting everybody seems to assume that quality is constant and so they make their buying decisions solely on the basis of price.

2 comments:

  1. Good points here, Maria. Clients are very often unaware of the fact that by choosing low cost translation, they are not saving but losing money. Believe me or not, but whenever I encounter significant errors in a company's brochure or website, I delicately point it out to them. They have every right to know. Thank you for your brilliant post and for mentioning me in it. I'm truly honoured.

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  2. Thank you for the nice words. Of course I mentioned you, this entire post was inspired by the article you wrote.
    And you're right to point out to people that there are mistakes in their brochures or websites. I'm definitely going to do that from now on.

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