Sales and customer contact
Trilingual customer contact: AI as a translation aid, within limits
Serve customers in Flanders, Wallonia and Brussels in their own language. AI is a strong translation aid, but it has its limits.
5 min read
A Belgian business soon receives emails in Dutch, French and English. Customers appreciate a reply in their own language. AI tools now translate fluently and naturally, which lowers the barrier. But there are limits.
What works well
- Translating emails and messages and setting the right tone at the same time.
- Understanding an email in a language you're less comfortable with, with a short summary in your own language.
- Checking your own text in a second language and improving it.
- Regional variants: ask explicitly for Belgian French and Flemish Dutch, not the variants used in France or the Netherlands.
Tips for better translations
- Say who the text is for and which form of address you want: formal or informal.
- Ask for "not a literal translation, but natural text".
- Supply your standard industry terms. That way "quote" doesn't alternate between "devis" and "offre" in your French emails.
- Have the AI list afterwards where it was unsure.
Where the line is
- Legal and contractual texts: terms and conditions, contracts and official documents should be checked by someone who knows both the language and the subject.
- Key customers and difficult conversations: a small nuance can come across differently. If in doubt, have a colleague read it.
- Technical texts: check the specialist terms in your sector.
Test yourself
What helps most in getting consistent French emails?
Prompt to copy
Translate the text below into [Belgian French / Flemish Dutch / English] for [type of reader]. Form of address: [formal / informal]. Not a literal translation, but natural text. Use these standard terms: [list]. Then list where you were unsure.
[paste the text]
