Global Solutions for CXM Challenges

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  • 1. SDL Proprietary and Confidential Global Solutions for CXM Challenges Nigel Watson, Business Consultant, SDL Global Solutions September 19, 2013
  • 2. My role in SDL Global Solutions  Listening to customers; your pains challenges and needs  Solution driven offering combining services and technology Introduction
  • 3. Our Challenges Have Changed Operational Consulting Some Examples  Search eXperience Optimization  Translation Management  Controlled Authoring Agenda 3
  • 4.  As more data needs to be translated, there are more people with localization needs  New types of content for translation – video, multimedia, FAQs, user reviews, social media  Time-to-market has become the key challenge for everyone Our challenges have changed
  • 5. • Localization is an after- thought and not built into our end-to-end strategy • We need to translate more for the same budget • Current technology and resources struggle to scale • Is our quality good enough, what do our customers think? • Its difficult to keep our brand messaging consistent • Our customers can’t find us in search engines Challenges we face…
  • 6. Operational Consulting Q. Are translation costs high and turn-around times long and unpredictable? A. Translation Management Q. Do you suffer from inconsistencies in translated content? A. Terminology Management Q. Do you miss deadlines due to delays in your review process? A. Translation QA and Client Review Q. Is poor source quality affecting translation quality? A. Controlled Authoring Q. Do you want to increase website traffic and conversions across all global markets? A. Multilingual SEO Q. Are you struggling to localize your multimedia across multiple languages and cultures? A. Media Services Q. Is it difficult to measure the effectiveness of your global translation initiatives? A. Developing KPIs Q. Is the amount of content you need to translate outgrowing your budget? A. Machine Translation
  • 7. Operational Consulting Approach 7 Optimize & Monitor Understand Objectives Evaluate Needs Assess Process & Gaps Identify Solutions Implement Solutions
  • 8. Search eXperience Optimization
  • 9. Why tailor SEO for local markets? Google is not the biggest search engine in all countries: • Baidu covers 70% of the market in China • Yandex covers 60% of the market in Russia • Naver covers 80% of the market in Korea 25% of searchers in the US click on the #1 result Approx. 27% of the worlds internet users search in English Use of hybrid language, online terms, slang terms are all common in online search 72% of internet purchasers are more likely to buy from a website written in their own language … in China, only 10% 25% 10%
  • 10. Phrase Volume Country Language “Cheap Flights” 4,400 Italy English “Cheap Flight” 880 Italy English “voli low cost” 246,000 Italy Italian/English “voli economici” 33,100 Italy Italian “offerte voli“ 22,200 Italy Italian “compagnie low cost“ 14,800 Italy French/English Can you give an example?
  • 11.  Search engines have evolved to measure relevancy, credibility and authenticity  optimize your web presence to create a relevant, personalized experience for your customer. Search Experience Optimization
  • 12.  Cultural differences, geographic variances and personal preferences all need to be taken into account  You shouldn’t separate the optimization process and localization process, they work hand-in-hand Search Experience Optimization
  • 13. Optimization is an ongoing process  Social media has increasing influence on search engines  Updates to content improve rankings  New content and links influence rankings Search Experience Optimization
  • 14. Translation Management
  • 15. Translation Management 15 We all access too many systems! Customers want more integration  Single Sign-on  Automatic, ‘one-click’ translation requests  Dashboarding of translation data – project and KPI tracking
  • 16. SDL Translation Management Systems
  • 17. Controlled Authoring 1
  • 18. •Controlled natural languages (CNLs) are subsets of natural languages, obtained by restricting the grammar and vocabulary in order to reduce or eliminate ambiguity and complexity. •These languages (often called "simplified" or "technical" languages) are usually used to increase the quality of technical documentation, and possibly simplify the semi-automatic translation of the documentation. •These languages restrict the writer by general rules such as “Write short and grammatically simple sentences,” “Use nouns instead of pronouns,” “Use determiners,” and “Use active voice instead of passive." Controlled Language
  • 19. • Single list of approved source and target terms • Consistent terminology – one tool, one name (fog lamp; fog light) • Consistent abbreviations and usage (RHS; R/H/S; RH/S; RHSide; right-hand side; right hand side) • Consistent spelling (tyre; tire) • Consistent hyphenation and spacing (anti-lock; anti lock; antilock) • Consistent capitalisation (Anti-lock; Anti-Lock; anti-lock) • Avoid jargon • Form of address (formal or informal) – More relevant for target languages with two forms • Active or passive voice – Replace oil filler cap ; Oil filler cap should be replaced Content Writing for Localisation 19
  • 20. ‘Accidental’ Content WARNING: Switch power off only when the fan has stopped WARNING: Switch power off once the fan has stopped WARNING: Disconnect power only when the fan has stopped WARNING: Never switch the power off until the fan has stopped WARNING: Do not power down until the fan has stopped WARNING: Do not power down before the fan has stopped WARNING: You must wait until the fan has stopped before switching off the power WARNING: Wait until the fan has stopped running before switching off the power WARNING: Do not disconnect power if fan is running WARNING: Fan must be stopped before disconnecting power
  • 21. Thank You!
  • 22. Copyright © 2008-2013 SDL plc. All rights reserved. All company names, brand names, trademarks, service marks, images and logos are the property of their respective owners. This presentation and its content are SDL confidential unless otherwise specified, and may not be copied, used or distributed except as authorised by SDL.