Global Solutions for CXM Challenges

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Global Solutions for CXM Challenges

Nigel Watson, Business Consultant, SDL Global Solutions

September 19, 2013

My role in SDL Global Solutions

Listening to customers; your pains

challenges and needs

Solution driven offering combining

services and technology

Introduction

Our Challenges Have

Changed

Operational Consulting

Some Examples

Search eXperience Optimization

Translation Management

Controlled Authoring

Agenda

3

As more data needs to be

translated, there are more people

with localization needs

New types of content for

translation – video, multimedia,

FAQs, user reviews, social media

Time-to-market has become the

key challenge for everyone

Our challenges have changed

• Localization is an after-thought and not built into our end-to-end strategy

• We need to translate more for the same budget

• Current technology and resources struggle to scale

• Is our quality good enough, what do our customers think?

• Its difficult to keep our brand messaging consistent

• Our customers can’t find us in search engines

Challenges we face…

Operational Consulting

Q. Are translation costs high

and turn-around times long

and unpredictable?

A. Translation Management

Q. Do you suffer from

inconsistencies in translated

content?

A. Terminology Management

Q. Do you miss deadlines

due to delays in your review

process?

A. Translation QA and Client

Review

Q. Is poor source quality

affecting translation quality?

A. Controlled Authoring

Q. Do you want to increase

website traffic and

conversions across all

global markets?

A. Multilingual SEO

Q. Are you struggling to

localize your multimedia

across multiple languages

and cultures?

A. Media Services

Q. Is it difficult to measure

the effectiveness of your

global translation initiatives?

A. Developing KPIs

Q. Is the amount of content

you need to translate

outgrowing your budget?

A. Machine Translation

Operational Consulting Approach

7

Optimize & Monitor

Understand Objectives

Evaluate Needs

Assess Process &

Gaps

Identify Solutions

Implement Solutions

Search eXperience Optimization

Why tailor SEO for local markets?

Google is not the biggest search engine in all countries:

• Baidu covers 70% of the

market in China • Yandex covers 60% of the

market in Russia • Naver covers 80% of the

market in Korea

25% of searchers in the US click on the #1 result

Approx. 27% of the worlds internet users

search in English

Use of hybrid language, online terms, slang terms are all common in online

search

72% of internet purchasers are more likely to buy from a

website written in their own language

… in China, only 10%

25% 10%

Phrase Volume Country Language

“Cheap Flights” 4,400 Italy English

“Cheap Flight” 880 Italy English

“voli low cost” 246,000 Italy Italian/English

“voli economici” 33,100 Italy Italian

“offerte voli“ 22,200 Italy Italian

“compagnie low cost“

14,800 Italy French/English

Can you give an example?

Search engines have evolved

to measure relevancy,

credibility and authenticity

optimize your web presence to

create a relevant, personalized

experience for your customer.

Search Experience Optimization

Cultural differences, geographic

variances and personal

preferences all need to be taken

into account

You shouldn’t separate the

optimization process and

localization process, they work

hand-in-hand


Optimization is an ongoing

process

Social media has increasing influence

on search engines

Updates to content improve rankings

New content and links influence

rankings




15

We all access too many

systems!

Customers want more

integration

Single Sign-on

Automatic, ‘one-click’ translation

requests

Dashboarding of translation data –

project and KPI tracking

SDL Translation Management Systems

Controlled Authoring

17

•Controlled natural languages (CNLs) are subsets of natural languages, obtained by restricting the grammar and vocabulary in order to reduce or eliminate ambiguity and complexity.

•These languages (often called "simplified" or "technical" languages) are usually used to increase the quality of technical documentation, and possibly simplify the semi-automatic translation of the documentation.

•These languages restrict the writer by general rules such as “Write short and grammatically simple sentences,” “Use nouns instead of pronouns,” “Use determiners,” and “Use active voice instead of passive."

Controlled Language

• Single list of approved source and target terms

• Consistent terminology – one tool, one name (fog lamp; fog light)

• Consistent abbreviations and usage (RHS; R/H/S; RH/S; RHSide; right-hand side; right hand side)

• Consistent spelling (tyre; tire)

• Consistent hyphenation and spacing (anti-lock; anti lock; antilock)

• Consistent capitalisation (Anti-lock; Anti-Lock; anti-lock)

• Avoid jargon

• Form of address (formal or informal)

– More relevant for target languages with two forms

• Active or passive voice

– Replace oil filler cap ; Oil filler cap should be replaced

Content Writing for Localisation

19

‘Accidental’ Content

WARNING: Switch power off only when the fan has stopped WARNING: Switch power off once the fan has stopped WARNING: Disconnect power only when the fan has stopped WARNING: Never switch the power off until the fan has stopped WARNING: Do not power down until the fan has stopped WARNING: Do not power down before the fan has stopped WARNING: You must wait until the fan has stopped before switching off the power WARNING: Wait until the fan has stopped running before switching off the power WARNING: Do not disconnect power if fan is running WARNING: Fan must be stopped before disconnecting power

Thank You!

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