By Emmanuel Margetic
When executives and managers think of possible threats to their business, they don’t often think of synonyms, but they should. Synonyms are a rhetorical conundrum that play significantly into people’s reaction to a business—for better or for worse.
The words a company uses to communicate with its current and potential customers can have a lasting effect on their experience with a company’s products, services, and overall branding. This is especially true with technical communication. If inconsistencies in a company’s technical communication cause customers to distract their focus from the positive aspects of their experience, they may not come back. Terminology databases make sure that doesn’t happen. Unfortunately, many decision makers aren’t aware of the need for or benefit of terminology databases.
In today’s business environment, companies are increasingly turning to international commerce as a means for more prosperity or mere survival, requiring the localization of all types of materials, including technical materials. With this trend, companies need to understand the benefit of using terminology databases for both native and foreign languages. The more resources companies spend on these tools, the more insurance they have against communication mishaps.
Terminology Databases for Native and Foreign Languages
For many companies, terminology databases have become an indispensable investment. For others, however, terminology management has not even been considered. Such companies may be under the impression that terminology management isn’t necessary because their company only functions in domestic markets. That impression is wrong. All companies, regardless of size or scope, should invest in quality terminology databases for every language in which they do business—including their native language. If a company’s terminology isn’t clear and consistent, it will come back to haunt them.
For many companies, their technical communications include specialized jargon unique to their companies or industry. Because clarity is often crucial in these materials, a company needs to designate a specific definition and an accurate word for every relevant term in every applicable language. Once defined, the consistent use of this predefined terminology must be ensured.
Translators can translate the same piece of text in many different ways while still maintaining the general idea, but with technical material the general idea doesn’t suffice. Companies venturing across borders need to understand that in order for translations to be consistently accurate and helpful to their businesses, they need to utilize terminology databases.
Synonyms exist in every language. As helpful as synonyms may be in giving a company more options when describing its product or services, without careful scrutiny they can easily lead to misunderstanding.
I am one consumer who knows how frustrating this can be. As a boy in France, my family purchased a new VCR from a well-known international company. In those days, setting up a VCR was confusing, and just reading the instructions took significant time. We were all excited to watch our first movie together, but we came across some difficulties in the setup. We couldn’t understand how to fix it because many of the words in the instructions were inconsistent synonyms and didn’t make any sense. After a few hours, and a call to customer support, we finally figured it out, and the product ended up performing satisfactorily. However, the initial experience with the product was very frustrating and caused us to wonder about the quality of the product. My family’s experience with that brand has influenced many purchases since, and it’s safe to say I haven’t been totally loyal.
Cost Savings through Terminology Databases
Terminology databases are not only helpful in improving the quality of a company’s communications, but they are also helpful in improving a company’s bottom line. As mentioned above, confusion can lead to adverse sales consequences, but there are also significant costs related to developing a company’s communications. Because technical communications from a given company often have some common denominators, terminology databases can help reduce the time and money spent on certain texts and concepts.
A lack of terminology databases forces writers and translators to duplicate efforts and it also increases the potential for inconsistency. Writers and translators need to understand how to communicate company-specific concepts, and it will take time for translators to understand and correctly translate them if they are not given terms and translations in advance. When multiple translators are working on a project, each of them will have to take the time to research terms, and they may come up with different solutions. At the end of the project, these different solutions may lead to a need for extensive review and editing, depending on the number of discrepancies.
Without terminology databases, the time it takes for international projects to get to market will most likely be increased. Authors of technical materials may know a lot about their products, but even though good translators will spend significant time becoming familiar enough with the concepts to make appropriate decisions about terminology, they may never reach the same level of knowledge. If translators are provided with terminology lists and information to help them understand what terms mean, they can be more productive and produce better quality, even if that list is originally in the source language only.
Additionally, inconsistency in terminology is confusing and can create higher support costs. If a manual describing a software function instructs the user to “select the capture data set option,” but the user interface says to “write data set to disk,” consumers will undoubtedly be confused and will be much more likely to call a support center for help than they would have been if the manual and the user interface were consistent. While these problems can arise in source language materials, it is possible (though not advisable) that different translators may work on manuals and user interfaces, increasing the likelihood that such problems will arise with foreign-language users.
Thus, terminology databases are important tools to save resources and save face. They save time, expedite processes, and reduce duplicated efforts. Producing technical communication can easily become tedious and expensive. Terminology databases prevent this from happening.
Terminology Management in Practice
Creating a terminology database requires two main steps: organization and research. Both of these steps require time and effort from the company and, for international projects, from the translation provider or in-country contact.
The first step is organization. Project managers should carefully map out how to create the database to create maximum value. A well-built database will be integrated. It will allow users to find the best terms easily and identify them efficiently. Such a database will provide a list of preferred terms, a list of preferred synonyms, a list of trademarked terms (some of which should not be translated), and clarification on conventions such as acronyms or unique lingo. If a terminology database is well built from the beginning, potential difficulties will disappear; unproductive searches and debates about correct terminology will be resolved.
Once the organization is setup and mapped out, research must be conducted. The research required to develop a terminology database is similar to an audit. It entails a review of company messaging and material to find common terms relevant to the company and its industry. The more technical the material, the more intricate the terminology will be.
The organization and research required for terminology databases are ongoing pursuits. They require precise and careful attention and consistent upkeep to ensure smooth project execution and high-quality content output. If a “one-and-done” approach is taken, the content in the database will become stagnant and useless. Technical terms can change and those relevant to a given company evolve. Terminology research should be an ongoing process in order to keep the company and its communications relevant.
Conclusion
Every business could benefit from a terminology database, regardless of age, size, or penetration. But for companies that supply technical communication, which often entails more intricacy and expertise, it is essential. Terminology databases ensure that all communication that comes from a company—especially technical communication—is consistent and accurate.
Technical communication is an integral part of many businesses. If it is not done in a way that reflects clarity and consistency, the result could be lower revenue and less success. Concerted efforts at creating and maintaining terminology databases pay dividends and save money, making businesses work better for everyone involved.
Emmanuel Margetic (emargetic@multiling.com) is the director of marketing and sales for MultiLing Corporation and has been working in the translation industry for more than 12 years. Margetic has in-depth experience helping clients achieve international status and brand recognition through effective, localized communication and documentation. His role at MultiLing allows him to interface directly with companies giving him a firsthand look at the challenges and successes of international business. Margetic graduated with an MBA from Brigham Young University.
