Industry professionals often talk about client education but seldom talk about what is at stake. If we are to convince the buy-side that translation is valuable, variable, and not a commodity, then we need to educate them. Failure to deal with false assumptions, misunderstandings, misinformation, and deceptive marketing have real consequences with negative impacts. This session will help LSPs discern the who, what, why, how, where and when of client education and emphasize how collaboration on this issue can ultimately lead to individual competitive advantage.
Christopher Carter, General Manager at aLanguageBank, has been studying languages and linguistics since he was 12 years old. After graduating from college, studying both Linguistics and Theatre, Chris was a union Stage Manager for grand opera and theatre for several years. But then he returned to his passion, languages, and joined aLanguageBank many years ago as a Project Manager.