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Localization strategy and the customer journey

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Slide deck for Sarah O'Keefe's presentation from LocWorld Berlin, first delivered on June 4, 2015. Discusses the need for mature localization strategy to integrate with customer journey.

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Localization strategy and the customer journey

  1. 1. @sarahokeefe Localization strategy
 and the customer journey Sarah O’Keefe Scriptorium Publishing Flickr:    kurt-­‐b
  2. 2. Sarah O’Keefe ❖ International affairs/German,
 Duke University ❖ Founder and President, Scriptorium (www.scriptorium.com) ❖ Content strategy consulting @sarahokeefe
  3. 3. @sarahokeefe flickr: johnloo, alicehenneman booleansplit Likes Predictable output Smooth localization Clear metrics Automation Concise writing
  4. 4. @sarahokeefe flickr: johnloo, alicehenneman booleansplit Likes
  5. 5. @sarahokeefe flickr: johnloo, alicehenneman booleansplit Dislikes
  6. 6. @sarahokeefe flickr: johnloo, alicehenneman booleansplit Dislikes Workarounds Recurring tasks Busywork Bad content False cognates (falsche Freunde)
  7. 7. @sarahokeefe flickr: johnloo, alicehenneman booleansplit Dislikes
  8. 8. @sarahokeefe http://www.marketelements.co.nz/online-­‐marketing-­‐the-­‐sales-­‐funnel The marketing funnel
  9. 9. @sarahokeefe http://global.tahono.com/images/doran_funnel.JPG
  10. 10. @sarahokeefe Sales pipeline
  11. 11. @sarahokeefe Sales pipeline
  12. 12. @sarahokeefe The universal marketing funnel
  13. 13. Customer journey @sarahokeefe Source:  Oracle  CRM
  14. 14. CMSWire definition ❖ “The full lifecycle view of a customer’s interactions with a particular brand that yields information related to channel and content preferences, level of brand engagement, action or inaction and timing at each touchpoint.” @sarahokeefe http://www.cmswire.com/cms/customer-­‐experience/three-­‐steps-­‐to-­‐defining-­‐and-­‐mapping-­‐the-­‐customer-­‐journey-­‐020724.php
  15. 15. SurveyMonkey definition ❖ “The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. Instead of looking at just a part of a transaction or experience, the customer journey documents the full experience of being a customer.” @sarahokeefe https://www.surveymonkey.com/blog/en/blog/2014/03/21/map-­‐customer-­‐journey-­‐keep-­‐customers-­‐happy/
  16. 16. Comparing definitions ❖ The full lifecycle view of a customer’s interactions with a particular brand ❖ The complete sum of experiences that customers go through @sarahokeefe
  17. 17. @sarahokeefe Flickr:    bechstein “How about if we just translate the most important information?”
  18. 18. Another customer journey @sarahokeefe Source:  http://www.ascendforairlines.com/2013-­‐issue-­‐no-­‐2/customer-­‐journey-­‐mapping-­‐walk-­‐customers’-­‐shoes
  19. 19. @sarahokeefe
  20. 20. Now THIS is localization… @sarahokeefe
  21. 21. @sarahokeefe Universal customer journey
  22. 22. @sarahokeefe Buy Buy Marketing funnel Customer journey
  23. 23. Localization strategy in the marketing funnel ❖ Before “Buy” decision ❖ Content is critical ❖ After “Buy” decision ❖ Content is not important @sarahokeefe Buy
  24. 24. Localization strategy in the customer journey ❖ All stages are critical ❖ Consistency important @sarahokeefe Buy
  25. 25. @sarahokeefe Flickr:    h-­‐k-­‐d “It’s too hard.”
  26. 26. @sarahokeefe e-­‐commerce training documentation what’s  new web  site marcomm knowledge  base proposals
  27. 27. Organization versus journey @sarahokeefe Web site CEO CTOCOOCIOCMO DocsSupport Sales e-commercemarcomm proposals KB dev docs training
  28. 28. Organization versus journey @sarahokeefe Web site CEO CTOCOOCIOCMO DocsSupport Sales e-commercemarcomm proposals KB dev docs training
  29. 29. @sarahokeefe Flickr:    h-­‐k-­‐d “Our system can’t handle Polish letters.”
  30. 30. Localization maturity model @sarahokeefe http://www.commonsenseadvisory.com/Default.aspx?Contenttype=ArticleDetAD&tabID=63&Aid=370&moduleId=391
  31. 31. But in the real world… @sarahokeefe
  32. 32. But in the real world… @sarahokeefe
  33. 33. @sarahokeefe Denial Flickr:    jdhancock “Our customers all speak English.”
  34. 34. @sarahokeefe Denial Flickr:    jdhancock “They’ll learn English if they want our product!”
  35. 35. @sarahokeefe Denial Flickr:    jdhancock “Everyone in the galaxy speaks English!”
  36. 36. Minimum viable localization @sarahokeefe Acceptable Not  acceptable
  37. 37. Mapping the customer journey @sarahokeefe prospect buyer learner user customer upgrader
  38. 38. Aligning with the customer journey @sarahokeefe prospect buyer learner user customer upgrader
  39. 39. Aligning with the customer journey @sarahokeefe prospect buyer learner user customer upgrader
  40. 40. @sarahokeefe How to achieve consistency? Flickr:    christinesimagery
  41. 41. @sarahokeefe Flickr:    bechstein “Just let the regional sales team do the translation…”
  42. 42. How to achieve consistency? ❖ Single vendor? ❖ Voice and tone (in source AND target) ❖ Consistent terminology ❖ No fragmented localization ❖ Opportunity for the LSP? @sarahokeefe
  43. 43. Consistency model A @sarahokeefe Localization
  44. 44. Consistency model B @sarahokeefe Web site Docs e-commerce marcomm proposals KB dev docs training Content  team Localization   vendor(s)
  45. 45. @sarahokeefe Flickr:    niklashellerstedt “Why can’t they just learn English?”
  46. 46. @sarahokeefe Opportunity or problem? Flickr:    travelsofamonkey
  47. 47. Opportunity or problem? ❖ For specialist LSP: problem ❖ For generalist LSP: opportunity ❖ How to align translations over time? @sarahokeefe
  48. 48. Advice for localization buyers @sarahokeefe Flickr:    pazzani
  49. 49. Advice for localization buyers ❖ Establish long-term vendor relationships ❖ Make sure the translation memory is available, updated, and shared ❖ Assign LSPs by product rather than content type? @sarahokeefe
  50. 50. @sarahokeefe Flickr:    hhelga “Why can’t they write from left to right like normal people?”
  51. 51. @sarahokeefe Flickr:    balintfoeldesi Aligning localization
  52. 52. Aligning localization ❖ Understand your (or your client’s) customer journey ❖ Understand localization requirements at each point in the journey ❖ Develop a strategy that addresses each requirement @sarahokeefe
  53. 53. @sarahokeefe Localization maturity must increase “How about if we just translate the most important information?” “It’s too hard.” “Our system can’t handle Polish letters.” “Why can’t they just learn English?” “ Why can’t they write from left to right like normal people?”
  54. 54. @sarahokeefe Questions? Flickr:    airwolfhound

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