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Localization strategy and the customer journey
The document outlines the importance of a localization strategy in relation to the customer journey, defining the comprehensive interactions a customer has with a brand. It highlights critical content needs at various stages of the customer journey and the necessity of consistency in localization to enhance brand engagement. Key recommendations include establishing long-term vendor relationships and understanding specific localization requirements for improved customer experiences.
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Localization strategy and the customer journey
- 1. @sarahokeefe Localization strategy and the customer journey Sarah O’Keefe Scriptorium Publishing Flickr: kurt-‐b
- 2. Sarah O’Keefe ❖ Internationalaffairs/German, Duke University ❖ Founder and President, Scriptorium (www.scriptorium.com) ❖ Content strategy consulting @sarahokeefe
- 3. @sarahokeefe flickr: johnloo, alicehennemanbooleansplit Likes Predictable output Smooth localization Clear metrics Automation Concise writing
- 4. @sarahokeefe flickr: johnloo, alicehennemanbooleansplit Likes
- 5. @sarahokeefe flickr: johnloo, alicehennemanbooleansplit Dislikes
- 6. @sarahokeefe flickr: johnloo, alicehennemanbooleansplit Dislikes Workarounds Recurring tasks Busywork Bad content False cognates (falsche Freunde)
- 7. @sarahokeefe flickr: johnloo, alicehennemanbooleansplit Dislikes
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- 14. CMSWire definition ❖ “Thefull 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. SurveyMonkey definition ❖ “Thecustomer 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. Comparing definitions ❖ Thefull lifecycle view of a customer’s interactions with a particular brand ❖ The complete sum of experiences that customers go through @sarahokeefe
- 17. @sarahokeefe Flickr: bechstein “How about if we just translate the most important information?”
- 18. Another customer journey @sarahokeefe Source: http://www.ascendforairlines.com/2013-‐issue-‐no-‐2/customer-‐journey-‐mapping-‐walk-‐customers’-‐shoes
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- 20. Now THIS is localization… @sarahokeefe
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- 23. Localization strategy in the marketing funnel ❖ Before “Buy” decision ❖ Content is critical ❖ After “Buy” decision ❖ Content is not important @sarahokeefe Buy
- 24. Localization strategy in the customer journey ❖ All stages are critical ❖ Consistency important @sarahokeefe Buy
- 25. @sarahokeefe Flickr: h-‐k-‐d “It’s too hard.”
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- 27. Organization versus journey @sarahokeefe Website CEO CTOCOOCIOCMO DocsSupport Sales e-commercemarcomm proposals KB dev docs training
- 28. Organization versus journey @sarahokeefe Website CEO CTOCOOCIOCMO DocsSupport Sales e-commercemarcomm proposals KB dev docs training
- 29. @sarahokeefe Flickr: h-‐k-‐d “Our system can’t handle Polish letters.”
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- 31. But in the real world… @sarahokeefe
- 32. But in the real world… @sarahokeefe
- 33. @sarahokeefe Denial Flickr: jdhancock “Our customers all speak English.”
- 34. @sarahokeefe Denial Flickr: jdhancock “They’ll learn English if they want our product!”
- 35. @sarahokeefe Denial Flickr: jdhancock “Everyone in the galaxy speaks English!”
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- 37. Mapping the customer journey @sarahokeefe prospect buyer learner user customer upgrader
- 38. Aligning with the customer journey @sarahokeefe prospect buyer learner user customer upgrader
- 39. Aligning with the customer journey @sarahokeefe prospect buyer learner user customer upgrader
- 40. @sarahokeefe How to achieve consistency? Flickr: christinesimagery
- 41. @sarahokeefe Flickr: bechstein “Just let the regional sales team do the translation…”
- 42. How to achieve consistency? ❖ Single vendor? ❖ Voice and tone (in source AND target) ❖ Consistent terminology ❖ No fragmented localization ❖ Opportunity for the LSP? @sarahokeefe
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- 44. Consistency model B @sarahokeefe Website Docs e-commerce marcomm proposals KB dev docs training Content team Localization vendor(s)
- 45. @sarahokeefe Flickr: niklashellerstedt “Why can’t they just learn English?”
- 46. @sarahokeefe Opportunity or problem? Flickr: travelsofamonkey
- 47. Opportunity or problem? ❖For specialist LSP: problem ❖ For generalist LSP: opportunity ❖ How to align translations over time? @sarahokeefe
- 48. Advice for localization buyers @sarahokeefe Flickr: pazzani
- 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. @sarahokeefe Flickr: hhelga “Why can’t they write from left to right like normal people?”
- 51. @sarahokeefe Flickr: balintfoeldesi Aligning localization
- 52. Aligning localization ❖ Understandyour (or your client’s) customer journey ❖ Understand localization requirements at each point in the journey ❖ Develop a strategy that addresses each requirement @sarahokeefe
- 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?”
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