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Why is it important to create a Corporate Language?
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• Brands and products are becoming more and more similar
• To differentiate by colour or images is tricky:
• 70 % of all B2B-brands use blue as their colour
• images often come from picture archives
• Companies strive to be seen as unique and different from their competitors
Ø language makes the difference
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Voice
The relationship you create with customers through written and spoken words
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Language
department
• Reflection of character
• It’s who you are, how you stand out, and what you believe
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Tone
While voice is a reflection of character, tone is about mood
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Language
department
• Tone taps into emotion in ways that character and voice cannot
• Adapt tone based on the situation at hand
• It’s highly contextual
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What is a term?
A term can be:
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Language
department
• a word with a specific meaning (e.g. customer)
• a compound word (e.g. customer support)
• an expression that consists of several words (e.g. ‘Contact us at
any time!’ or ‘Contact us whenever you like!’)
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One of the main productivity features in CAT Tools
https://slator.com/features/reader-polls-payment-terms-virtual-remote-interpreting-terminology/
For translators
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It reduces complaints between customers and LSPs
34.76 %
of complaints in this sector over the last 3 years were caused by
incorrect or inconsistent terminology
A win-win for LSPs and their customers
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Customers make massive cost savings by addressing terminology
earlier
Schütz / Nübel 1998
Product specifications
Documentation development
Text preparation
Editing
Acceptance
Translation
Final checks
0.1 – 0.2
0.5
1.0
2.0
5.0
10.0
20.0
Product development phase
Creation of the
terminology/definition cost multiplier
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Jörg Schütz and Rita Nübel (1998): ‘Multi-purpose vs.
Task-specific Application: Diagnostic Evaluation of
Multilingual Language Technologies’
Where LSPs
typicaly start
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Language departments define the rules, but no one uses them
Terminology is today the CAT Tool’s little sister
Other 99.9 % of
employees
• Translation-
Memory • eShop
• CMS
• Office
• Marketing Cloud
• CRM
• Customer Support System
• Social Media
...
Language
department
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Range within a company
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A perfect terminology environment should be
a tool for all teams, not for linguists alone.
Make it easy to use and understand.
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Complexity stifles the idea of company-wide collaboration
e.g. Term Status on SDL WorldServer
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Term Status
•Proposed: newly submitted terms and terms needing validation.
•Approved: terms that are approved and considered acceptable for use in documentation. The ISO 12620 name for this status
is admitted term, indicating that this is an acceptable synonym for a preferred term.
•Preferred: approved terms that should be preferred over other approved terms.
•Standardised: standardised terms that are approved and considered acceptable for use in documentation.
•Legal: terms that are legally defined and used in legally binding documents, that are approved and considered acceptable for use in
documentation.
•Regulated: terms defined by law or government regulation that are approved and considered acceptable for use in documentation.
•Deprecated: undesirable or incorrect terms that should not be used to express the concept.
•Superseded: terms that are no longer preferred or admitted, and should not be used to express the concept.
•Rejected: non-terms, candidates deemed not suitable for inclusion in the term database. This does not make any statement on the
acceptability of the candidate term for use in documentation.
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Make daily use child’s play
Only a few colours make terms easy to identify
Preferred
Permitted
Deprecated
Not recommended
This is the preferred term that should always be used.
This term may be used, but another term is preferred.
This term may not be used. The preferred term or another permitted term should
be used instead.
This term should no longer be used. The preferred term or another permitted term
should be used instead.
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SAP Hybris Adobe Experience Salesforce
e-shops (e.g. Magento, Shopify, Shopware, OXYD)
Social media channels (e.g. Twitter, Facebook, YouTube)
Customer support system (e.g. Zendesk, OTRS)
Developer tools (e.g. Gitlab and Github)
PIM systems (e.g. Contentserv)
Content Management Systems (CMS) (e.g. Typo 3, Wordpress)
A variety of further systems can be connected, including:
GitHub shopify
Seamless integration
into existing IT
infrastructure
Expansion of functionality of
other internal solutions
Invest in plug-ins and API ecosystem
API
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Case Study – Lenze
Collaborative terminology management:
ü Transferred terminology from two to over 20
languages (Lenze has e.g. 70,000 terms in
German)
ü Clean-up of old ‘zombie-terms’ within two
months
ü Roll-out of terminology to more than 3,000
employees in 15 countries within 1 year
ü Joint company-wide revision process and
several terminology statuses
ü Integration via API into PIM System of Lenze
ü Reduced Lenze‘s costs of terminology
management by more than 50 % in first year
• Lenze is a drive technology and automation
manufacturer and developer
• Turnover of EUR 750 million
• 4,500 employees in over 60 countries
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What’s coming next …
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§ NLP-powered Terminology Extraction for automatic glossary creation
§ One-click Terminology check integrated into most content management systems
§ Voice and tone live check (‘auto-correction’) for written text
