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Globalization Challenges
To Deliver Omnichannel
Digital Experiences
Bruno Herrmann
Globalization Leader
November 2016
AGENDA
Embracing A Globalization Framework1
Creating Global Content For Local Experiences2
Driving Global Content For Local Experiences3
Delivering Global Content With Added Value4
POSITIONING OMNICHANNEL JOURNEYS IN
DIGITAL GLOBALIZATION
Content globalization
Disruptive technology
Translation and
localization
Story telling
Business trends and additional/new
requirements are reflected in
executive mindsets and business
processes
Reaching out to and resonating with
“most of the world” means walking
in the shoes of customer to walk on a
long and winding road
Multichannel delivery
International experiences required by
the “rest of the world” drives
increased globalization efforts,
making it “most of the world”
Global and local
experiences
Content management Content effectiveness
Language and voice of
customers
Disruptive customers
Story selling
Omnichannel journey
KEEPING UP WITH DIGITALLY PACED CHANGE
Scoping what matters most and how it evolves
ENABLING OMNICHANNEL CAPABILITIES GLOBALLY
I want it
naturally,
accurately,
intuitively and
with fluidity
SIMPLICITY
I want to be
engaged as part
of a total
audience and be
delighted as an
individual
CENTRICITY
I want it quickly
and consistently
in my market
and all my
channels
AUTOMATION
Global content (product, ad, brand, etc.) effectiveness and customer experience
INNOVATION CUSTOMIZATIONAGILITY
Defining a base line for experiences by including omnichannel requirements
BOOSTING OMNICHANNEL EXPERIENCES
CENTRICITYAUTOMATIONSIMPLICITY
• Business intelligence tools
• Data/content acquisition
applications and DAM solutions
• Qualitative and quantitative
experience measurement
systems
• 360° profiles including
multicultural and multilingual
attributes and practices
• Diversity dashboards and
metrics
• Customer intelligence (be and
do, watch and buy, etc.)
• International customer
experience capture and
measurement (global and local)
• Digital listening (social and
client-centered channels)
• Unassisted support, learning
and knowledge management
• Single-sourced content creation
tools
• Online tools for internal
collaboration and engagement
• Applications leveraging
protocols based on
neurosciences
• Technical and non-technical
content databases
• Standards and guidelines for
global content creators
• Certification of source content
across global platforms and
international environments
• Internationalization of design
and development of all types
of content
• Simplified English, natural
language and topic-oriented
authoring
• Testing of digital content
• Translation memories and
workflow management systems
• Machine translation with post-
editing
• Content transaction APIs and
connectors
• Technical and non-technical
content databases
• Standards and guidelines for
global content reviewers
• Certification of localized
content across global platforms
and environments
• Localization for effective go-to-
market and go-to-customer
• Terminology management and
maintenance
• Controlled content reuse and
shareability based on business
rules
Processes
Assets
Technology
• Source content accuracy,
consistency and readability
• Number of iterations,
corrections and preferential
changes
Indicators
• Localized content accuracy,
consistency and readability
• Number of iterations,
corrections and preferential
changes
• Content accuracy, consistency,
memorability and utility
• Time-to-market and time-to-
customer
• CX journey check points
Taking actions to accommodate diversity and variance across markets
CRAFTING CONTENT FOR ENGAGING
OMNICHANNEL JOURNEYS GLOBALLY
UNDERSTANDING CUSTOMERS HOLISTICALLY
Covering global, regional and local customers from a 360° perspective
Cultural values Ecosystems
Customer
Influencer Decision maker
Buyer User
Perception Action
Content effectiveness turning digital ubiquity into digital experiences
Accuracy Readability Memorability Relevance Differentiation
MANAGING OMNICHANNEL CONTENT GLOBALLY
Cost and time
Customer or market sensitivity
Customer-critical content created, localized and
customized to target specific groups within in a
market and reviewed-signed off locallly
Engaging and business-critical content provided by local, regional or
global content owners for one or multiple locales with
localization/transcreation needs and reviewed-signed off locally
General content including no market-specific or customer-specific reference
provided by local, regional or global content owners for one or multiple
countries and reviewed-signed off locally
Generic content provided by local, regional or global content owners, which can
be used in multiple regions or countries without any localization or
customization effort
Translated
content
Localized
content
Leveraged
content
Ad hoc
content
Prioritizing localization according to content types, experience objectives and ecosystems
PUTTING EFFECTIVENESS AT THE CENTER
Aligning content, people and processes with experience objectives
Content objectives with dependencies
• Align content and context with
customer ecosystems
• Enable customers to recall information
• Enhance awareness and understanding
• Drive customers to act
Stakeholders facing dependencies
• Product leaders and content owners
• SMEs
• Information engineers
• Graphic experts
• Media producers
Content activities with dependencies
• Structuring content
• Writing and editing text
• Enhancing graphics
• Selecting formats
• Planning deliveries
Experience dependencies
• Behavorial requirements (who)
• Functional requirements (how)
• Content requirements (what)
• Market requirements (where)
• Timing requirements (when)
Identify nuance, accommodate
diversity, neutralize geo-specific
indications and create sensitive
components in scope for
localization
Speak the language of customers
and deliver localized content to
meet local and personal
requirements
Adapt content from a design,
linguistic and functional
perspective to accommodate
variance and change as required
within channels and ecosystems
Assessing Localizing Clustering
Make content
relevant,
appropriate and
engaging
internationally
DISTRIBUTING LOCALIZATION OPERATIONS
Program
management
Globalization
quality and
certification
Central management and distributed production/delivery across geos and time zones
Central hubs and in-country teams and SMEs
Local SMEs interacting with local specialized resources for effective localization and execution
Localization
teams
Localization
teams
Localization
teams
Localization
teams
Localization
teams
Establishing centrally managed operations with decentralized production and delivery
Program
management
Globalization
quality and
certification
RATIONALITY TALKS
Globalization
Leadership
Internationalization Localization Experience Delivery
Successful globalization is a
combination of efforts in all
these areas
Design and developments
efforts that are made upfront
pay off also after localization
HIGHLIGHTING BENEFITS AND VALUE (1)
•Faster translation
•Reduced localization
efforts
•Accelerated sign off
•Centrally managed
multilingual terminology
•Content quality and
consistency
•Accelerated acceptance
•Less assistance and more
unassisted support
•Reduced training efforts
Harvesting low-hanging fruit from international design and development
Globalization
Leadership
Internationalization Localization Experience Delivery
While globalization should be
managed holistically, benefits
may be highlighted per area
Localization goes beyond
linguistic efforts to help speak
the true customer language
HIGHLIGHTING BENEFITS AND VALUE (2)
•Definition and review of
internationalization rules
•Internationalization tests
via pseudo-localization
•Topic-oriented authoring
•Increased meaningulness
and usability
•Faster deployment in
complex markets
•Competitive advantage(s)
Harvesting low-hanging fruit from local adaptation and granularity
Globalization
Leadership
Internationalization Localization Experience Delivery
The chain of benefits is bi-
directional as the waterfall
model is not always applicable
Capturing experience matters
to drive and improve content
creation and localization efforts
HIGHLIGHTING BENEFITS AND VALUE (3)
•Granular and phased
localization management
•Optimized localization
efforts and costs
•Maintenance and
leverage of multilingual
terminology
•Guidelines based on
reality checks
•Additional pre-
localization certification
and tests
•Anticipation of design
gaps
Harvesting low-hanging fruit from experience delivery
• Omnichannel is one more facet of digital globalization
• The rest of the world is most of the world and channels are considered accordingly!
• Successful experiences start from day 1 and never ends
• Don’t reach out globally, engage locally!
• Digital globalization matters and is not executed in pieces
• Central management and local execution go together well
• Content effectiveness means product and brand effectiveness
• Customers come first, processes and technology come next
• Smart cost management leads to cost leadership
WORDS OF ADVICE
THANK YOU!
QUESTIONS OR COMMENTS?

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Bruno Herrmann - Globalization Challenges to Deliver Omnichannel Digital Experiences

  • 1. 1 Globalization Challenges To Deliver Omnichannel Digital Experiences Bruno Herrmann Globalization Leader November 2016
  • 2. AGENDA Embracing A Globalization Framework1 Creating Global Content For Local Experiences2 Driving Global Content For Local Experiences3 Delivering Global Content With Added Value4
  • 3. POSITIONING OMNICHANNEL JOURNEYS IN DIGITAL GLOBALIZATION
  • 4. Content globalization Disruptive technology Translation and localization Story telling Business trends and additional/new requirements are reflected in executive mindsets and business processes Reaching out to and resonating with “most of the world” means walking in the shoes of customer to walk on a long and winding road Multichannel delivery International experiences required by the “rest of the world” drives increased globalization efforts, making it “most of the world” Global and local experiences Content management Content effectiveness Language and voice of customers Disruptive customers Story selling Omnichannel journey KEEPING UP WITH DIGITALLY PACED CHANGE Scoping what matters most and how it evolves
  • 5. ENABLING OMNICHANNEL CAPABILITIES GLOBALLY I want it naturally, accurately, intuitively and with fluidity SIMPLICITY I want to be engaged as part of a total audience and be delighted as an individual CENTRICITY I want it quickly and consistently in my market and all my channels AUTOMATION Global content (product, ad, brand, etc.) effectiveness and customer experience INNOVATION CUSTOMIZATIONAGILITY Defining a base line for experiences by including omnichannel requirements
  • 6. BOOSTING OMNICHANNEL EXPERIENCES CENTRICITYAUTOMATIONSIMPLICITY • Business intelligence tools • Data/content acquisition applications and DAM solutions • Qualitative and quantitative experience measurement systems • 360° profiles including multicultural and multilingual attributes and practices • Diversity dashboards and metrics • Customer intelligence (be and do, watch and buy, etc.) • International customer experience capture and measurement (global and local) • Digital listening (social and client-centered channels) • Unassisted support, learning and knowledge management • Single-sourced content creation tools • Online tools for internal collaboration and engagement • Applications leveraging protocols based on neurosciences • Technical and non-technical content databases • Standards and guidelines for global content creators • Certification of source content across global platforms and international environments • Internationalization of design and development of all types of content • Simplified English, natural language and topic-oriented authoring • Testing of digital content • Translation memories and workflow management systems • Machine translation with post- editing • Content transaction APIs and connectors • Technical and non-technical content databases • Standards and guidelines for global content reviewers • Certification of localized content across global platforms and environments • Localization for effective go-to- market and go-to-customer • Terminology management and maintenance • Controlled content reuse and shareability based on business rules Processes Assets Technology • Source content accuracy, consistency and readability • Number of iterations, corrections and preferential changes Indicators • Localized content accuracy, consistency and readability • Number of iterations, corrections and preferential changes • Content accuracy, consistency, memorability and utility • Time-to-market and time-to- customer • CX journey check points Taking actions to accommodate diversity and variance across markets
  • 7. CRAFTING CONTENT FOR ENGAGING OMNICHANNEL JOURNEYS GLOBALLY
  • 8. UNDERSTANDING CUSTOMERS HOLISTICALLY Covering global, regional and local customers from a 360° perspective Cultural values Ecosystems Customer Influencer Decision maker Buyer User Perception Action Content effectiveness turning digital ubiquity into digital experiences Accuracy Readability Memorability Relevance Differentiation
  • 9. MANAGING OMNICHANNEL CONTENT GLOBALLY Cost and time Customer or market sensitivity Customer-critical content created, localized and customized to target specific groups within in a market and reviewed-signed off locallly Engaging and business-critical content provided by local, regional or global content owners for one or multiple locales with localization/transcreation needs and reviewed-signed off locally General content including no market-specific or customer-specific reference provided by local, regional or global content owners for one or multiple countries and reviewed-signed off locally Generic content provided by local, regional or global content owners, which can be used in multiple regions or countries without any localization or customization effort Translated content Localized content Leveraged content Ad hoc content Prioritizing localization according to content types, experience objectives and ecosystems
  • 10. PUTTING EFFECTIVENESS AT THE CENTER Aligning content, people and processes with experience objectives Content objectives with dependencies • Align content and context with customer ecosystems • Enable customers to recall information • Enhance awareness and understanding • Drive customers to act Stakeholders facing dependencies • Product leaders and content owners • SMEs • Information engineers • Graphic experts • Media producers Content activities with dependencies • Structuring content • Writing and editing text • Enhancing graphics • Selecting formats • Planning deliveries Experience dependencies • Behavorial requirements (who) • Functional requirements (how) • Content requirements (what) • Market requirements (where) • Timing requirements (when) Identify nuance, accommodate diversity, neutralize geo-specific indications and create sensitive components in scope for localization Speak the language of customers and deliver localized content to meet local and personal requirements Adapt content from a design, linguistic and functional perspective to accommodate variance and change as required within channels and ecosystems Assessing Localizing Clustering Make content relevant, appropriate and engaging internationally
  • 11. DISTRIBUTING LOCALIZATION OPERATIONS Program management Globalization quality and certification Central management and distributed production/delivery across geos and time zones Central hubs and in-country teams and SMEs Local SMEs interacting with local specialized resources for effective localization and execution Localization teams Localization teams Localization teams Localization teams Localization teams Establishing centrally managed operations with decentralized production and delivery Program management Globalization quality and certification
  • 13. Globalization Leadership Internationalization Localization Experience Delivery Successful globalization is a combination of efforts in all these areas Design and developments efforts that are made upfront pay off also after localization HIGHLIGHTING BENEFITS AND VALUE (1) •Faster translation •Reduced localization efforts •Accelerated sign off •Centrally managed multilingual terminology •Content quality and consistency •Accelerated acceptance •Less assistance and more unassisted support •Reduced training efforts Harvesting low-hanging fruit from international design and development
  • 14. Globalization Leadership Internationalization Localization Experience Delivery While globalization should be managed holistically, benefits may be highlighted per area Localization goes beyond linguistic efforts to help speak the true customer language HIGHLIGHTING BENEFITS AND VALUE (2) •Definition and review of internationalization rules •Internationalization tests via pseudo-localization •Topic-oriented authoring •Increased meaningulness and usability •Faster deployment in complex markets •Competitive advantage(s) Harvesting low-hanging fruit from local adaptation and granularity
  • 15. Globalization Leadership Internationalization Localization Experience Delivery The chain of benefits is bi- directional as the waterfall model is not always applicable Capturing experience matters to drive and improve content creation and localization efforts HIGHLIGHTING BENEFITS AND VALUE (3) •Granular and phased localization management •Optimized localization efforts and costs •Maintenance and leverage of multilingual terminology •Guidelines based on reality checks •Additional pre- localization certification and tests •Anticipation of design gaps Harvesting low-hanging fruit from experience delivery
  • 16. • Omnichannel is one more facet of digital globalization • The rest of the world is most of the world and channels are considered accordingly! • Successful experiences start from day 1 and never ends • Don’t reach out globally, engage locally! • Digital globalization matters and is not executed in pieces • Central management and local execution go together well • Content effectiveness means product and brand effectiveness • Customers come first, processes and technology come next • Smart cost management leads to cost leadership WORDS OF ADVICE