Best practices for translation quality often recommend “In-Country Review” (ICR), especially for the translation of marketing and sales-related content.

This quality assurance step takes advantage of expertise from people who:

• Know the customers and the market
• Are native speakers of the target language but also have a good understanding of the source language
• Understand your company’s voice and brand
• Are independent of the translators (preferably part of your own company)
• Have been trained on the review process and understand what they should and should not do as part of the review

Some businesses adopt this process because they immediately see the value of having their own local-market experts approve the translations that have been worked on by an external supplier. They are enthusiastic about having their in-country marketing teams, employees, or partners take a quick look at the professional, top-quality translations, expecting them to read the translation and give the final stamp of approval. Unfortunately, once the work begins, the review step soon becomes a huge bottleneck, making the translation timeline far too long.

Because it is so cumbersome, the in-country review step eventually gets ignored – until the moment someone complains about poor translation quality.

Smartling, Inc. simplifies and accelerates translation and localization for companies reaching a global market. With the first cloud-based enterprise platform for translation management, Smartling helps companies quickly translate and deploy their websites and dynamic Web applications, mobile applications and business documents across the entire corporate digital infrastructure.

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