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Annual client survey findings

Feedback provides an invaluable source of information

Russell Goldsmith | 04th February 2016

Conversis sharing some of the key findings from our survey

First off, we want to thank everyone who took the time to complete the survey that we sent out through our December newsletter.

We received some excellent responses from a range of our clients together with a number of contacts from companies we haven’t yet had the pleasure of working with. All respondents shared a lot of insight into their translation and localisation needs and priorities for 2016 plus those who had worked with us over the last 12 months also provided important and detailed feedback on our own services too.

We therefore wanted to share some of the top line findings with you.

The survey was carried out by MRS accredited research agency, Opinion Matters, which meant that it was fully compliant with industry guidelines.

In total, we received 60 responses from contacts with a variety of job roles spread across 15 different industries sectors including, but not limited to, Communications, Pharmaceutical, Finance and Retail.

Priorities for the year - Website Translation comes top

The key finding was that when we asked respondents to think about the type of content that might require translation/localisation over the next 12 months, ‘Websites’ was listed by 48% as the highest priority for them. This was not actually a huge surprise however, particularly given the type of enquiries we’ve been receiving from clients over the last year.

As you would expect from a business such as ours, we keep a track of the different kinds of content and digital assets we are asked to translate & localise, so it will be interesting to see if 2016 brings in more website translation work, something we are now very geared up to do. In fact, we are currently working on a number of huge website translation projects including one for the Hôpitaux Universitaires de Genève, a case study of which will be available on our website soon.

Advertising, PR & Promotional Material also scored highly (47%) with Software & Apps (25%) and Videos (25%) high on the list too. Naturally we have to take account of the fact that this was only a snapshot of our clients as 60 completed surveys can’t necessarily be viewed as a robust sample, but it’s an interesting guide as to where priorities lie for the year ahead for those people we deal with. Other assets such as Technical Documents (23%), Legal (18%) & HR Documents (5%) were all there too, but we also have to take into consideration the bias towards those respondents who completed the survey who work in external communications teams.

As expected, those of our clients working in Life Sciences, Pharmaceutical and Healthcare also highlighted Clinical Trials related briefs (38%) and Medical reports (11%) on the list too.

How are we doing?

With regards to our own service levels, one thing that we pride ourselves on is our transparency and honesty when it comes to reviews of our work and we therefore offer clients a clear view of the feedback we receive. Using award-winning global feedback engine, Feefo, an unfiltered, unbiased account of all of the feedback given by clients is available online for anyone to view and is linked from our Home Page. Our current Feefo score (at the time of writing this post) is 99% from 76 reviews.

However, we wanted to use this survey to gain even more detailed feedback on all aspects of the customer experience with us and we were really pleased with how the 34 clients of the 60 respondents who we’d worked with at least once in the last 12 months that took part in the survey rated us when we combined the ‘Very Good’ and ‘Good’ scores.

Of course, there is always room for improvement and we will be looking to move more responses from the orange segment to the blue in the graphs below when we repeat the survey in December of this year.