Language Access Guide for Manufacturing
Table of Contents
Who is this guide for?
- Compliance managers
- Customer service leaders
- Human resource leaders
- Marketing and content teams
- Plant operators
- Procurement teams
- Process analysts
- Product developers
Introduction
The Current Landscape of Global Manufacturing
The impacts of the global pandemic humbled even the most resilient supply chains. Per a late 2023 survey from the National Association of Manufacturers (NAM), 86.2% of responding members have worked to de-risk their supply chains.
According to Accenture, manufacturing success in this decade and onward depends on lessons learned and accelerating value chain transformation. Industry players who prioritize people-first, technology-led solutions can better protect themselves against future disruptions. Better yet, if solutions are equipped to match accelerating consumer demand, a handful of manufacturers have an opportunity to lead.
Among Accenture’s top recommendations for manufacturers is prioritizing effective, proactive communication. To engender trust, global value chain stakeholders must be well-informed, whether it’s safety training for frontline employees or chat-based customer support.
Language and cultural barriers no longer have to pose a procedural bottleneck to manufacturers. Human-led processes accelerated by generative AI transform communication barriers into opportunities for trust and connection.
Generative AI offers robust communication capabilities and yields downstream benefits: efficiency, safety, compliance, and quality control. When leveraged effectively, it can also better position companies to decrease time to market and better satisfy customer desires.
Generative AI Drives Operational Excellence
A recent McKinsey report named generative AI “a new frontier for problem-solving, illustrated by recent innovations in content creation, insight generation, and human-like interaction.”
In the manufacturing sector, generative AI can be used to guide and supplement predictive maintenance, automated root cause analysis, production plans, route design, and much more.
Ideal outcomes for manufacturers include realizing greater efficiencies, enhanced safety outcomes, and consistent quality. Human oversight and intervention are still crucial to derive the biggest and broadest benefits to global operations leveraging generative AI.
Where do Language Services Play a Role?
Industry-leading manufacturers partner with language service providers (LSPs) to overcome language barriers, communicate compliance requirements, and teach language skills. From operations and maintenance to legal compliance, hiring and training to effective customer service, the impact of language services on global manufacturing operations is significant.
Benefits of Language Services
Service
→ Benefit
Remote interpretation services
→ Deliver cost-effective, comprehensive, and compliant safety training to frontline workers
Localized product assembly manuals with country-specific reference graphics
→ Reduce the need for inbound customer service requests
Translated technical manuals that account for different use cases by country or region
→ Enhance consumer safety outcomes
In response to the Gen AI revolution, leading LSPs are continuously evolving and capable of managing and proofing AI-powered translations. These transformations in technology have led to transformations in their value propositions, including:
- Enhanced security: API-based data transmission ensures greater security than browser-based machine translation (MT) tools. Clients can also choose self-hosting for extra protection.
- Customizable large language model (LLM) integration: Incorporating large language models enhances the translation quality of complex, context-sensitive content.
- Text optimization and post-editing: Tools can automatically rewrite source text for better MT results and apply automatic or human post-editing for a refined output.
- Integration of translation memories and style guides: Ensure consistency by leveraging your company’s translation memories and incorporating your brand style with glossaries and custom prompts.
While the value created by LLM-powered translation is significant, human oversight and intervention remain mission-critical. Combined, they can lead to:
1. Measurable efficiency gains: An AI-powered language service partnership supports the potential to lead in time to market.
2. Consistent quality outcomes: Technical content must be delivered with precise, consistent terminology, and user experience must be placed at the forefront.
3. Enhanced safety and compliance: Accelerated operations require effective staff training and engagement to realize optimal safety and compliance outcomes, requiring a strong language plan that puts trust and relationships first.
This guide will explore how language services create lasting impact and value for global manufacturing organizations. It will also suggest a few tangible methods to calculate the return on investment (ROI) of a language services partnership.
Chapter 1: The Role of Language Services in Global Manufacturing
Cross-cultural communication is much more than just a task on the checklist. In many ways, it represents invisible scaffolding that holds up a global manufacturing operation. Decisions made here can have significant downstream effects and impact competitiveness.
Use Cases for Language Services in Global Manufacturing
Consumer-Facing
- Product packaging
- Owner manuals
- Technical documentation
- Ingredient lists
- Consumer warnings
Personnel
- Hiring
- Training
- Safety
- Management communications
- Corporate communications
- Process documentation
- Compliance
- Software and app localization
- Shareholder reporting
Supply Chain
- Product packaging
- Owner manuals
- Technical documentation
- Ingredient lists
- Consumer warnings
The Case for Consolidation
Manufacturers enjoy the best outcomes when an LSP partnership is comprehensive across the operation, rather than split between multiple entities. For example, several LSPs might be serving a manufacturing business following a merger or acquisition. As an unintended result, translated content or interpreted conversation may have variances in common technical terms. The results can confuse staff, consumers, and supply chain partners engaging with your content, and the consequences can be minor—or very serious.
When working with one LSP across your entire operation, manufacturers enjoy the consistency of one translation memory. A translation memory ensures content achieves its intended effect, every time in any language. Strategically, this has the potential to mitigate key risks to a global manufacturing operation, where precise communication is foundational to success.
Assessing Risks and Benefits
It may not be a common question, but it is worth asking: what are the risks of poor outcomes from a language services plan? Conversely, how can an organization realize positive, measurable gains through excellent language service delivery? What risks is your organization potentially exposed to because of poorly managed language services? What could your organization benefit from when properly managing language services?
Customer Service
Risks
- Excess time spent on FAQs
- Resources pulled away from critical areas
Benefits
- Reduced inbound inquiries for FAQs
- Well-allocated resources
Compliance
Risks
- Fines
- Legal action
- Loss of certifications, licenses
Benefits
- Certified, licensed operations
- Strengthened relationships with local authorities
HR + Plant Operations
Risks
- Accident liability
- Employee retention difficulty
- Labor law noncompliance
- Losses
- Poor worker safety outcomes
Benefits
- Better safety outcomes
- Better employee satisfaction
- Clear communication
- Effective hiring, training, and management
Marketing + Sales
Risks
- Difficult to sustain revenue targets long term
- Impacts on brand reputation and trust
Benefits
- Increased customer satisfaction
- Stronger tie between brand and product
Product Owners
Risks
- Disconnect between advertising and product
- Factual errors in product manuals
- Mislabeled ingredients
- Regulatory noncompliance
Benefits
- Accurate, compliant labeling across international sales regions
- Greater user adoption
- Improved user experience
- Positive customer journey
Language services can seem as if they play a background role in manufacturing. After considering the vast array of risks and benefits, it becomes clear that superior execution can be a key differentiating factor.
While language services impact nearly every facet of a manufacturing operation, the next two chapters will explore some of their most common applications: marketing and workforce management.
Chapter 2: Win with Localization: Build Brand and Own the Customer Journey in Any Language
Consider this brief case study about a global cosmetics brand. The products are manufactured in Southeast Asia, the go-to-market plan is developed in the United States, and the products are sold in North America and select countries in the European Union.
With significant global reach comes a higher compliance burden. North American countries have fewer ingredient disclosure requirements compared to the European Union. On top of that, the EU bans thousands of additive ingredients in consumer products.
Further compounding the complexity, local consumer preferences might influence the packaging copy. In the US, informed buyers might want to see if a product is made without phthalates, as they are known to be harmful to health but are not restricted; while in the EU, such ingredients are mostly banned or require consumer disclosures.
Product owners must decide how to address these differences. Will the EU and North American products feature different ingredients? How will packaging content need to adapt to these distinct markets and preferences? If so, does the manufacturing partner understand the stakes of managing these changes?
The coordination between marketing, go-to-market, brand, manufacturing, and language services is nothing short of an achievement. Under successful circumstances, this cosmetic product can hit the shelves in North America and the EU, fulfill compliance obligations, and satisfy consumer preferences for product performance and brand integrity.
However, if coordination is poor or communication is a challenge, there is a risk of underreporting required ingredient disclosures by law or failing to live up to target consumers’ expectations. This result exposes the business to fines and lawsuits. Negative attention and consumer reviews compromise brand trust.
This high-level example speaks to some of the ways language services play a key role in brand management, cultural market expertise, and the complete customer journey. It also touches on a central process: localization.
Localization Matters
Brand stories help to create demand for products. Whether it is a luxury item, such as a cosmetic product, or a lifesaving device, such as hospital supplies, branding and marketing set up the expectation of a purchase. Defining and fulfilling that expectation is up to product owners and manufacturers.
Localization is like a bridge between different worlds. It ensures a brand story makes sense to consumers, regardless of their language. It also sets the correct expectations for a product experience through product instructions, user manuals, and customer service content.
McDonald’s is perhaps one of the most famous global brands to localize its menus, including panzerotti in Italy and the McAloo Tikki in India, to name a few. H&M apparel stores are located around the globe, localizing their inventory with products that reflect regional styles, trends, and preferences.
Translation and localization “fails” catch an easy laugh and are frequently associated with cheaper or lower-quality products. However, failing to accurately translate and contextualize product stories to your audience has a direct relationship to declining brand trust. Not only does it risk the loss of repeat business, but badly translated assembly instructions or user manuals can put customers at risk of injury or death.
One size does not fit all, especially in manufacturing for global consumers. Localized content is relatable to local audiences and prevents such gaffes, resulting in packaging content that reflects the values, expectations, and sensibilities of local shoppers. In the example of the cosmetic product designed in the US, localization ensures that a European audience can identify with its story and purpose.
Finally, localization protects the brand over the long term. A language services partner oversees localization by providing in-market expertise, delivers content consistent with a company’s translation memory across target languages, keeps up with product release schedules, and contributes to a successful customer journey.
Behind the scenes of all this consumer-facing work is the heart of the operation: product manufacturing. Whether a business opts to manufacture outside of the US or within, frontline workers often speak different languages, sometimes with English as a second language.
Managing a manufacturing workforce is one of the most challenging learning curves for product companies of any size. Safety, efficiency, and quality are called into question. What does overcoming language and cultural barriers require, and how might these decisions lead to better outcomes across the enterprise?
Chapter 3: Workforce Management: Enhance Safety and Efficiency Outcomes by Addressing Language and Cultural Barriers
From the same NAM survey referenced in the introduction, more than 71% of manufacturers said their leading challenge is attracting and retaining employees.
There are two primary perspectives when considering language barriers and their impact on plant operations.
First, there is an ethical component. According to the Department of Labor, Hispanic and Latino workers are projected to make up 78% of new workers by 2030. Latino workers continue to face the greatest risk of dying on the job than all other workers.
The job fatality rate of Hispanic and Latino workers increased again last year to 4.6 per 100,000 workers, 24% higher than the national average.
Companies have a legal and ethical responsibility to communicate safety and training resources in the languages spoken by their workers. Without multilingual support, it is impossible to expect equitable safety, productivity, and quality outcomes for all workers.
Second, there is a performance component. According to the US Bureau of Labor Statistics, overexertion, bodily reaction, and exposure to chemicals are the leading causes of days away from work (DAFW) in the United States.
The total cost of work injuries in 2022 was $167 billion, which included wage and productivity losses of $50.7 billion, medical expenses of $37.6 billion, and administrative expenses of $54.4 billion.
Effective communication, well-documented processes, and accessible training are preventative actions that support better outcomes in both safety and performance.
Language Training: Tactic for Enhanced Safety and Worker Retention
Upon recognizing a serious problem with employee retention, the Wisconsin Aluminum Foundry created a training center. New and entry-level employees learned about foundry basics, finishing and production skills, customer specifications, and physical demands. It also added language training services for its Spanish- and Hmong-speaking workers.
After a few years, the company reported a change in its new hire turnover rate: from 100% to 15%.
This astonishing result underscores the value of strategic engagement, including an investment in language training, in improving employee retention. Better safety outcomes also establish a strong employer reputation, going a long way to attract high-quality, committed employees.
Realizing Better Safety Outcomes with Language Services
The current baseline outcomes for frontline workers are not acceptable to most consumers. How can an LSP support safer outcomes for workers while also targeting enhanced performance?
#1: Ask, do not assume, about workforce language needs
By engaging with migrant and non-native-speaking workers directly, manufacturers can more effectively recognize and address the diverse needs of their workforces.
#2: Document processes thoroughly
Accurate documentation of procedural steps, purposes, and warnings can mitigate safety risks and improve performance and job satisfaction.
#3: Localize documentation for worker groups
ESL or non-English-speaking workers deserve clear communication. An experienced LSP ensures faithful translations and interpretations of key safety and technical information and stays on pace with production timelines.
#4: Offer language training
This worker benefit can improve workforce communications, enhance safety and compliance, boost efficiency and productivity, and increase employee satisfaction and retention.
Workforce Safety, Labor Compliance, and the Supply Chain
When a business works with third parties to manufacture, it faces an inevitable loss of control. Compliance and safety outcomes are at stake, including labor oversight, environmental protection, sustainability reporting, and more.
From raw materials sourcing to processing, finishing, and packaging, the many (often minimally traceable) steps from product ideation to delivery create liability for product companies. Changing laws and consumer preferences have shined a spotlight on transparency issues in global supply chains.
The EU now requires significantly more supplier due diligence from product companies, as it has outlawed the sale or distribution of products made with forced labor in its member nations. These changes require deeper engagement with suppliers and stakeholders.
Beyond legal requirements, consumers are paying closer attention to overseas business practices and exhibiting buying preferences for traceable, fair-trade products. Such consumers seek products with independent certifications that exceed legal requirements for labor and sustainability standards.
Establishing credibility under these conditions requires a concerted strategy for cross-cultural communication.
Enhanced Oversight with Language Services
Language services play a key role in creating transparency in an otherwise opaque global supply chain.
As businesses endeavor to form new relationships with supply chain partners to better understand materials, sourcing, and labor practices, it can feel like uncharted territory. In many ways, it will be.
By helping manufacturers to approach these partnerships with strong cross-cultural competency, LSPs facilitate the conversations that ensure compliance, better worker safety outcomes, and enhanced customer trust.
Better yet, the right partner can help manufacturers achieve these outcomes within production timelines, validating the effort spent with a positive return on investment. Plus, LSPs with manufacturing industry experience fit right into existing workflows, facilitating an easeful environment for productive collaborations.
Chapter 4: Return on Investment: Calculate the Value and Impact of Language Services
How can a manufacturing company assess the ROI of language services?
While an exact figure may be difficult to identify, risk analysts can develop tangible scenarios by examining possible outcomes with or without comprehensive language services.
Each potential application of language services comes with unique opportunities to create value, contain costs, and avoid unnecessary risks.
The “Why” Behind a Language Services Investment
Brand + Customer Service + Sales + Product
Value Created
- Customer growth
- Enhanced reputation
- Ensured performance as intended
- Long-term revenue
- Positive online engagement and reviews
Cost + Risks Mitigated
- Costs of remedial public relations campaign
- Customer loss
- Decrease in consumer trust
- Loss of recurring revenue
- Poor product adoption
- Reputation damage
Compliance + Legal
Value Created
- Consumer trust
- Positive relationships with governing bodies and local regulators
Cost + Risks Mitigated
- Cost of recertification
- Fines
- Potential for civil or even criminal charges
Digital Transformation
Value Created
- Adoption of company resources by limited-English or non-English-speaking employees
Cost + Risks Mitigated
- Inconsistencies between HQ and satellite offices
- Lower impact of investment
HR + Operations
Value Created
- Enhanced performance
- Enhanced safety outcomes
- Reduced likelihood of workplace accidents
- Reputation as a quality employer
- Retention goals met
Cost + Risks Mitigated
- Costly accident remediation
- Downtime after accidents
- Employer reputation damage
- Potential for lawsuits or charges
- Struggle to retain employees
For example, in the case of a tragic workplace accident, what is the cost of compensating the families of impacted workers? What about downtime after an accident? And, how much does a crisis public relations firm retainer cost?
In less extreme cases, the cost of acquiring new customers is almost always higher than winning repeat business. That cost differential can make or break startups and established businesses, but the right LSP can help enhance customer retention. Localized messaging and customer support break through noisy marketing channels and strengthen long-term relationships.
Since the ROI of an LSP engagement is based on projected scenarios, presenting it to stakeholders should come with a few caveats. Focusing more on the value of preventing catastrophes and protecting investments in brand and product will lead to a more productive conversation.
While the ability of an LSP to create value and contribute to a manufacturer’s risk management strategy, price is also an influential factor. These two high-level factors do not have to be at odds with one another
Opportunities for Budget Efficiency
There are several ways to meet budget requirements and work with a high-quality LSP:
1. Remote interpretation: Compared to on-site, remote interpretation services offer significant cost savings. Affirming interpreted messaging with translated, localized training materials and safety instructions will enhance compliance and comprehension.
2. Generative AI: Leading LSPs recognize the need to scale with manufacturing partners without sacrificing an increasing share of budget. Generative AI with human oversight provides an opportunity to increase capacity without overtaxing budgets.
3. Volume discounts with centralization: When considering a comprehensive partnership across the organization, leading LSPs can often provide a volume discount.
The ideal LSP will approach the various tasks and deliverables through a partnership lens. The stakes are too high not to, as a commitment to consistency and quality are paramount to success.
Chapter 5: Find the Best Language Service Provider for Your Manufacturing Enterprise
The ideal LSP for your manufacturing business will not only have a strong track record in your industry. Of equal importance is its ability to join your existing workflow seamlessly.
Global manufacturing companies rely on an LSP’s translation management system to:
- Streamline processes
- Provide consistency
- Capture cost savings
- Integrate into your content management system
- Maintain version control
- Leverage translation memory
- Execute faster to market
- Scale globally
- Protect and secure your data
Localizing content must also be systematic to make life easier for everyone—rather than causing delays.
When evaluating a language service provider, consider its:
☐ Manufacturing track record
☐ Automation and generative AI capabilities
☐ eLearning background
☐ Expertise in virtual interpretation, translation, and localization
☐ Language training offering
☐ Translation memory and glossary management
Why Choose PGLS?
As a leading partner to global manufacturers, PGLS brings deep expertise and a commitment to excellence to every facet of your operation.
PGLS has partnerships with the automotive, chemical, heavy equipment, and machinery industries, and our expertise does not stop there. We retain capable linguists and project managers with the appropriate knowledge, training, and access to cutting-edge technology to recognize and uphold key standards and safety protocols across your global workforce.
PGLS is one of the few LSPs that offers workforce language training. Our capabilities include teaching English to limited-English speakers or other target languages, an offering that boosts retention and performance.
PGLS offers specialty expertise in eLearning, which enables manufacturers to develop localized training videos, compliance courses, HR classes, and safety training.
By tapping into all available large language models, PGLS has the capacity to align human-led translation with the best available generative AI technology for the manufacturing industry.
For consumer-facing applications, our team is ready to help you localize web-based content, including websites, software, and promotions.
Partner with PGLS to Elevate Your Global Manufacturing Operations
Whether you’re looking to expand into new markets, standardize safety protocols across your global workforce, comply with safety and privacy regulations, increase productivity in your factories, or tailor messaging to specific markets, PGLS can help you customize and implement a comprehensive language strategy to help you meet your goals.
Contact PGLS today to learn more about our manufacturing solutions.