L10N Meets CRM: How To Retain Customers and Improve Sales Using Localization


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Robson Teles, Global Localization Specialist for Nokia, explains how Nokia has been using localization and the power of social media to reach mobile telephone customers and retaining them worldwide. The video of this presentation can be seen here: http://www.youtube.com/watch?v=qLhF0h9O4xw

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L10N Meets CRM: How To Retain Customers and Improve Sales Using Localization

  1. 1. Robson Teles NOKIA
  2. 3. Localization & Technology
  3. 4. Mixing of cultures: Globalization <ul><li>Shorter Go-to-market </li></ul><ul><li>Globalization demands </li></ul><ul><li>much more from loc agencies </li></ul><ul><li>Empower localization </li></ul><ul><li>work </li></ul><ul><li>Benefits from anywhere </li></ul>
  4. 5. Customers & Consumers <ul><li>Different flavors & expectations </li></ul><ul><li>Selective purchasing </li></ul><ul><li>New approaches </li></ul><ul><li>Improved purchasing cycles </li></ul><ul><li>Segmentation market </li></ul>
  5. 6. Consumers Nielsen 25k Internet Users 50 countries
  6. 7. Consumers <ul><li>From 2007 to 2009, the brand sponsorship has increased in levels of trust from 49 % to 64 %. </li></ul><ul><li>In LTA, the numbers are more expressive: </li></ul><ul><li>81 % in Venezuela and Colombia </li></ul><ul><li>79 % in Brazil </li></ul>
  7. 8. Content Writing & Localization <ul><ul><ul><ul><ul><li>Global and generic content doesn’t work in a globalized world </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Marketing texts which don’t connect consumers </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Square information to describe only tech or basic elements </li></ul></ul></ul></ul></ul><ul><li>Insignificant content for some consumer’s target </li></ul>HUMAN Tech, HUMAN Product & HUMAN Content
  8. 9. Modular Information Design <ul><li>- Provide customized info </li></ul><ul><li>according to people ’s </li></ul><ul><li>desires, culture, </li></ul><ul><li>sales strategy, etc. </li></ul>- Transformation of products - Modeling information - Driving consumers into new experiences
  9. 10. User Experience <ul><li>Is your content producing a real user experience? </li></ul><ul><li>How is it connecting consumer’s needs with solution? </li></ul><ul><li>What is the improvement? </li></ul>
  10. 11. User Experience: Study Case “ You can't just ask customers what they want and then try to give that to them. By the time you get it built, they'll want something new.” “ I want to put a ding in the universe.” “ Fit and Finish” “ We have been working hard on fashion, which is very important in the consumer market” “ Innovation distinguishes between a leader and a follower.” “ Disney and Apple are offering customers a new and exciting way to experience television”       “ Design is not just what it looks like and feels like. Design is how it works.”
  11. 12. CRM (Customer Relationship Management)
  12. 13. CRM using Web 2.0 <ul><li>CRM magazine says: “The entire point behind the marriage of CRM and social media is that it empowers the individual and amplifies conversation.” </li></ul>
  13. 15. Web 2.0 Revolution <ul><li>Web 2.0 isn’t only connecting people in a network, but creating value. </li></ul>How are the companies creating added value with social networks?
  14. 16. Web 2.0 & Social Media <ul><li>Web 2.0 is enabling: </li></ul><ul><li>Collaboration </li></ul><ul><li>Community </li></ul><ul><li>Conversation </li></ul><ul><li>Creativity </li></ul><ul><li>SM is enabling: </li></ul><ul><li>Collaboration </li></ul><ul><li>Engagement </li></ul><ul><li>Sharing </li></ul><ul><li>Feedback </li></ul>
  15. 17. Channels
  16. 18. Channels Have you already thought about using SM for creating your own content? Or Localization? New trends … Stay tuned!
  17. 19. Social Media Revolution Click to play
  19. 21. Retention <ul><li>Why is retention important? </li></ul>Is it the best approach to grow?
  20. 22. Retention <ul><li>“Building a true relationship with the consumer is not simply about Marketing, Social Media, CRM. It is much deeper and takes time to develop and bear fruit.” </li></ul><ul><li>Nokia team </li></ul>Note: Each 5% increase in customer retention can add 25% to 125% in profits.
  21. 23. Latin America
  22. 24. Customers & Consumers <ul><li>Feel connected </li></ul><ul><li>Long for a relationship </li></ul><ul><li>Price* </li></ul><ul><li>Tend to be loyalty </li></ul><ul><li>If they like, </li></ul><ul><li>they will share </li></ul><ul><li>If they don’t like, </li></ul><ul><li>they will share </li></ul>
  23. 25. Social Media <ul><li>Growing faster </li></ul>Note: 1 in every 11 online minutes globally are spent on social networking sites, like Facebook and MySpace. In Brazil, the population has increased this number to a remarkable 1 in every 4 Internet minutes.
  24. 26. Internet Data
  25. 27. <ul><li>Invest in content looking at consumer’s needs </li></ul><ul><li>Drive localization accordingly </li></ul><ul><li>Capture and maximize the user experience </li></ul><ul><li>Engage in CRM using web 2.0 </li></ul><ul><li>Focus on Social Media for the future </li></ul><ul><li>Establish retention rates and measure that </li></ul><ul><li>Grow together </li></ul>Conclusions ….
  26. 28. THANK YOU! Robson Teles [email_address]