Catalist
As a result of the innovative way they use language to their advantage, Catalist won the Small company category in the South West Languages for Export Awards 2003.
Languages an integral part of business
Catalist was set-up in 1993 by Managing Director, Nigel Lang, with the aim of building complete databases of all petrol stations across the world. Soon after completion of the database of the entire UK market in 1997, the UK oil industry acknowledged Catalist as the definitive source for petrol station information in the UK and the company received over £1 million investment to expand operations right across Europe. Since then the company has grown dramatically, delivering a range of products and services across the world in local languages.
'Languages have been vital to maintaining the quality of the databases and to developing relationships with surveyors and clients alike. Due to the technical nature of Catalist's products, it is often difficult to explain the complexity of the services offered and it would be impossible to communicate effectively without having a team of skilled staff on hand who are capable of addressing any queries in the native language. '
Catalist has made languages an integral part of its business through a number of different measures:
- All client documentation is translated into the native language, including the website.
- All software products are now bi-lingual using English and the client's own language.
- Native language speakers are on hand at international trade shows.
- Trade press articles are translated into the native language by a Catalist employee, which has helped to develop good relationships with journalists all over the world.
- A Client Services department has been introduced where clients can speak to a native speaker over account support issues.
'The results of these measures have been unquestionably positive. Clients/prospects are more willing to do business with you if you understand not only their language, but also their culture. It enables you to communicate with people at all levels of an organisation and to create stronger, more lasting relationships. People are more likely to remember you for your insensitivity to their culture than for your business skill and it could make the difference between winning a losing a sale.'
Visit the Catalist website at www.catalist.com
