localization strategy and the customer journey
TRANSCRIPT
@sarahokeefe
Localization strategyand the customer journey
Sarah O’Keefe Scriptorium Publishing
Flickr: kurt-‐b
Sarah O’Keefe❖ International affairs/German,
Duke University ❖ Founder and President, Scriptorium
(www.scriptorium.com) ❖ Content strategy consulting
@sarahokeefe
@sarahokeefe
flickr: johnloo, alicehenneman booleansplit
Likes
Predictable output Smooth localization Clear metrics Automation Concise writing
@sarahokeefe
flickr: johnloo, alicehenneman booleansplit
Dislikes
Workarounds Recurring tasks Busywork Bad content False cognates (falsche Freunde)
@sarahokeefe
http://w
ww.m
arketelemen
ts.co.nz/online-‐marketin
g-‐the-‐sales-‐funn
el
The marketing funnel
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
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/
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
Another customer journey
@sarahokeefe
Source: http://www.ascendforairlines.com/2013-‐issue-‐no-‐2/customer-‐journey-‐mapping-‐walk-‐customers’-‐shoes
Localization strategy in the marketing funnel
❖ Before “Buy” decision ❖ Content is critical
❖ After “Buy” decision ❖ Content is not important
@sarahokeefe
Buy
Localization strategy in the customer journey
❖ All stages are critical ❖ Consistency important
@sarahokeefe
Buy
Organization versus journey
@sarahokeefe
Web site
CEO
CTOCOOCIOCMO
DocsSupport Sales
e-commercemarcomm
proposals
KB dev docs
training
Organization versus journey
@sarahokeefe
Web site
CEO
CTOCOOCIOCMO
DocsSupport Sales
e-commercemarcomm
proposals
KB dev docs
training
Localization maturity model
@sarahokeefe
http://www.commonsenseadvisory.com/Default.aspx?Contenttype=ArticleDetAD&tabID=63&Aid=370&moduleId=391
How to achieve consistency?❖ Single vendor? ❖ Voice and tone (in source AND target) ❖ Consistent terminology ❖ No fragmented localization ❖ Opportunity for the LSP?
@sarahokeefe
Consistency model B
@sarahokeefe
Web site Docs
e-commerce
marcomm
proposals
KB dev docs
training
Content team
Localization vendor(s)
Opportunity or problem?❖ For specialist LSP: problem ❖ For generalist LSP: opportunity ❖ How to align translations over time?
@sarahokeefe
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
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
@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?”