Lost in Translation: The Hidden Cost of Poorly Translated CX Communications

In today's global market, companies invest heavily in customer experience (CX) strategies, mapping journeys, measuring satisfaction through CSAT, NPS, CES surveys, and tailoring digital touchpoints to build brand loyalty. But there's a critical piece often overlooked in global operations: translation.

More specifically, the lack of culturally adapted and contextually accurate translations in customer-facing content is silently sabotaging your feedback loops, breaking your customer relationships, and damaging trust.

Poor Translation, Poor Experience

Let’s face it—customers don’t fill out surveys or engage with emails because they love your brand. They do it because they expect to be heard, valued, and helped. Now imagine receiving a survey full of awkward phrasing, technical jargon, or cultural missteps. The emotional connection is broken. The brand feels distant. Worse, the customer may feel misunderstood or not worth the effort.

The Risks of Poor Translation

1. Skewed Data = Bad DecisionsInaccurate translations can distort meaning and tone. A poorly worded satisfaction scale or misinterpreted question can lead to unreliable survey data, impacting the very metrics you use to improve your service.

2. Frustration Replaces FeedbackWhen customers can’t make sense of a survey or email, they disengage. You lose the opportunity to collect valuable insights and may even trigger a negative emotional reaction, turning promoters into detractors.

3. Brand Reputation Takes a HitEvery touchpoint, especially in-language communication, represents your brand. Cultural insensitivity or “robotic” translations create the perception of laziness or disrespect, eroding brand trust.

4. Exclusion of Key MarketsNot localizing content effectively can alienate entire customer segments. If your Brazilian customers feel the Portuguese used is “Google-translated” or doesn't reflect local idioms, you’re telling them (unintentionally) they’re not your priority.

Accurate Translation Isn’t Enough, It Needs Cultural Intelligence

Translation is not just a linguistic exercise, it’s a CX strategy. Great translations require a nuanced understanding of local customs, social expectations, humor, and even emotional tone.

For example:

• A "neutral" phrase in English like "We're sorry for the inconvenience" may sound cold or dismissive in another language if not adapted properly.

• Survey Likert scales (e.g., 1–5 or “Strongly agree” to “Strongly disagree”) must be aligned with regional expectations of politeness and formality, or you risk getting skewed results.

Even the most powerful CX tools cannot correct for mistranslations or a lack of cultural relevance.

Getting It Right

To ensure your translated CX content does what it's meant to connect, engage, and measure you need:

• Native linguists with CX expertise

• Cultural consultants who understand tone, not just words

• Cross-functional alignment between marketing, research, and translation teams

At Brisk Languages, we’re committed to delivering translations that go beyond words, ensuring they are culturally adapted, contextually accurate, and authentically human.

Bottom Line

Bad translations don’t just look sloppy, they damage relationships, misguide strategy, and cost real revenue. In contrast, culturally adapted, high-quality translations are a competitive advantage. They show customers that you’re listening, not just in their language, but on their terms.

If you're investing in CX, don’t let poor translation become the weakest link in your customer journey.