Translating a brand in a foreign business environment is complicated -- discerning general meaning is inadequate because the varying connotations and implications of certain words often elude non-native speakers. It stands to reason that in an interactive voice response (IVR) system, that complexity is much more layered. By definition, an IVR engages a caller in a guided conversation. Not only do designers have to consider syntax and grammatical structure, but they also have to account for the speed with which a language is commonly spoken and the voice actor's accent. Still many enterprises ban out a direct translation from their English IVR to whatever foreign language they require. This is why localization, wherein a speech system is adapted to account for both the linguistic and cultural nuances of a specific region, is so important for enterprises reaching out to non-English-speaking customers. Performing a thorough localization of an IVR is particularly tricky because of the system's dual nature.
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