Customerdownloadcenter.sdl.com/LS_CM/SDL Customer Success... · CUSTOMER SUCCESS GUIDE 9 Power...

The Digital Content ExplosionAre you equipped to survive it?

The Year of the CustomerInteract with customers across channels, devices and languages

Social Intelligence & Language SolutionsThe move from interesting to actionable

SDL Language Solutions / 2014

THE YEAR OF THE CUSTOMER / Interact across channels, devices and languages 03

HOT TOPICS FOR 2014 / Moving to the cloud, using social data, SXO and more... 04

SURVIVING THE DIGITAL.. . CONTENT EXPLOSION / Are you equipped to survive it? 05

SDL CUSTOMER EXPERIENCE CLOUD / Optimize the future of your customer experiences 08

SOCIAL INTELLIGENCE & LANGUAGE / The move from interesting to actionable 10

DEAR SDL / A response to customer questions 12

GTA KUONI / Delivers a worldwide experience with SDL 13

SDL - DID YOU KNOW / Key facts about SDL and SDL Language Solutions 14

KEY EVENTS / Dates for your 2014 diary 15


For further information on any of the topics covered in the Customer Success Guide, contact your

SDL Account Team or visit www.sdl.com

To discover how these global executives are solving the language and localization challenges of multilingual business, view our video series at:

www.sdl.com/voicesofglobalinnovation

Join global innovators from organizations such as Microsoft, NetApp, Juniper Networks and Guidewire Software as they share their experiences of bringing products and services to a global marketplace.

Voices of Global Innovation

CUSTOMER SUCCESS GUIDE 3

Welcome to the first edition of our Customer Success Guide. We hope that this will provide valuable insight into interacting with today’s consumers – who are more connected, better informed and have higher expectations than ever before.

Customers today interact with your brand across multiple channels and devices, and have differing content and information requirements depending on where they are in their buying journey – for example, of the 2.4 billion internet users worldwide, 70% log on every day, and 62% percent do so for the purpose of doing research.

Putting their needs first and delivering a unified experience across every touch point has never been so important and must be a business imperative in 2014. So, how do you achieve this, not only across channels and devices, but across languages and cultures too?

The answer lies in addressing the customer experience as a whole. Language cannot be a standalone solution for global communication. You need to understand what international customers want, deliver relevant content and communications at the right time, and personalize their experience based on cultural requirements.

To assist you with this, we have recently launched our Customer Experience Cloud: a unified suite of solutions which includes Web Content Management, Campaign Management, Social Intelligence and Analytics, eCommerce and Language.

Seamlessly integrating our language solutions within our customer experience applications enables you to quickly and easily translate information - allowing for a rapid response to market requirements and a greater level of engagement.

For localization and translation owners this provides a greater opportunity to drive global go-to-market strategy, helping to deliver a compelling global customer experience and putting international customer requirements at the heart of your organization.

SDL remains committed to helping you to effectively communicate with global audiences, and we look forward to working with you throughout 2014 and beyond.

Kind regards,

Dominic KinnonCEO, SDL Language Solutions


01 Prioritize customer experienceProviding a better customer experience will yield business results so spend some time investigating which parts of the customer experience require your attention

02Choose the best localization option for your contentConduct a content audit to determine the most appropriate localization option for your content…this could be a powerful combination of human, machine translation (MT) plus post-editing and fully automated MT

03 Introduce real-time communicationUse MT for suitable content types such as chat, social interactions and user reviews to deliver real-time content across languages – keeping your finger on the pulse at all times

04 Move to the cloudIncrease agility and be more responsive to customers in real-time for a truly optimized multi-channel customer experience

05 Take advantage of customer dataBy listening to, understanding and analyzing international customer data, you can create personalized and targeted communications to convert customers across the entire buying journey

09Move from SEO to SXO (search experience optimization)Focus your online strategy on the overall influence, credibility and relevance of your website through blogs, internal and external content links, recommendations, video, advertising and social media channels

07 Use social dataCombined with your other sources of insight to understand the impact that localization is having and what your global customers really think and feel about your brand

08 Localize, not just translateEnsure that your customers can not only read in their own language but that content is relevant and personalized for their culture

06 Integrate with business systemsAllowing for the easy translation of information from within business systems will add additional levels of business agility

10 Seek advice from the expertsIf localization isn’t your core function, or even if it is, the experts at SDL are on hand to advise on strategies for gaining added efficiency and control

Hot Topics for 2014


74% agreed that they are more likely to buy from the

same brand again if after care is in their own language**

Given the choice between similar products, 75% will choose

the one with information in their language**

*Trends in Machine Translation 2011, Common Sense Advisory** Can’t Read Won’t Buy 2014, Common Sense Advisory

70% of internet users’ first language is NOT English

Only 0.0000000687% of digitized information created each day is translated*

The Relevancy ChallengeAdding another layer of complexity, content for consumers needs to be highly relevant and in local languages.

The Big Content ChallengeWith the emergence of the digital economy and proliferation of social media, global organizations are in the midst of a big content challenge.

Surviving the Digital Content Explosion

100,000Tweets

sent

684,478Facebook

shares

27,778Tumblr

blogs

347new

WordPress posts

571new

websites created

Every

minutethere are approximately:

continues on page 6


The Content Explosion Survival StrategySo, what’s a global organization to do?

How can your organization communicate personalized and targeted messages across such a vast amount of channels and multitude of languages?

01 Audit your content typeNot all content is created equal (examples below)

Content Type Translation Quality RequirementAdvertising copy Expertly crafted, highly nuanced language to convey brand message with

cultural relevanceWebsite marketing copy High-quality translations, consistent in brand and messageProduct documentation Good translation, for reference purposesUser reviews Basic understanding of information originating in a different countryForums Gisting to measure customer sentiment in different regions

02 Match your content to the right translation solution

Human translation Machine translation

Advertising content

Website content

User reviews and forums

Product documentation

03 Adopt an integrated solution

At SDL we have an integrated set of language solutions which means we can advise you on the best translation solution for your content. With a network of over 900+ in-house translators, we can:• Translate highly nuanced marketing copy to the highest standard• Apply our machine translation technology for content such as online user forums and social media• Utilize our hybrid human and machine translation solution for content such as product documentation and user

guides

04 Sit back and relax

Take a break while your customers from all corners of the world are happily engaging with your organization.

HT + MT


Match your content to the right translation solution

Conduct yourcontent audit

Where to start…your initial key tasks…

Match content totranslation solution

Let SDL adviseon the best approach

01 02 03

Machine translation (MT) technology is revolutionizing how organizations communicate internationally. MT

makes it possible to translate broader and bigger volumes of content than ever before. Used for real-time

translations of social media to automatically translate user reviews and enable multilingual chat, amongst other

applications, machine translation is opening up a world of possibilities for enterprises, enabling customers and

businesses to be more connected than ever before.

Did you know…

For more information, visit:www.sdl.com/language-services

HUMAN TRANSLATION HUMAN AND MACHINE MACHINE TRANSLATION

Qua

lity

Volume

There are not enough bilinguals to translate all this

Needs human quality translations

Advertising

Video

Graphics

Whitepapers

Product descriptions

Help content

User guides

Press releases

Website

Case studies

PPC

Blog posts

Customer insight

Chat

Social interaction

Reviews

Support content

Knowledge base


SDL CustomerExperience Cloud

Documentation eCommerce CampaignsLanguage WebSocialAnalytics

To learn more about SDL Customer Experience Cloud, please visit www.sdl.com/customerexperiencecloud

Optimize the future of your customer experience with a complete, integrated and easy-to-deploy technology solution

SDL Customer Experience Cloud (SDL CXC) is an integrated technology platform that enables companies to deliver seamless, data-driven experiences to customers at every point of the buying journey – across all channels, devices and languages. 72 of the top 100 global brands use SDL technology to provide superior customer experiences.

SDL Customer Experience Cloud is made up of seven best-of-breed solutions that focus on every aspect of your customer experience: Analytics, Social, eCommerce, Campaigns, Web, Documentation and Language.


Power data-driven marketing decisions with customer-specific analytics to maximize marketing conversion

SDL Analytics solutions deliver data analytics connected to each core application to provide insights into customer behavior and intent, allowing for better allocation of your resources to improve the overall return on marketing and operational investments.

SDL Analytics solutions deliver marketers an ROI of over 1000%.

Analytics

Leverage actionable insights from social data to drive real-time business decisions and enhance the customer experience

SDL Social solutions provide a structured approach for businesses to understand what customers and prospects care about, attitudes and behavioral triggers, and drivers behind consumer actions. This data drives smarter resource allocation to improve targeting and ROI for customer acquisition.

SDL Social solutions guide business decisions for large global brands.

Social

Empower technical teams to create engaging documentation that guides customers to answers and turns buyers into lifetime advocates

SDL Documentation solutions automate the product documentation lifecycle from creation to delivery, enabling you to efficiently create detailed product content for any language or channel that is now a critical part of the customer journey.

SDL Documentation solutions reduce content production by as much as 40%.

Documentation

Turn browsers into buyers by delivering personalized and data-driven omni-channel shopping experiences

SDL eCommerce solutions combine onsite search and navigation, data-driven merchandising, and personalization to guide the right customer to the right item in the right context, putting you in control of how you sell, inspire, and convert customers.

SDL eCommerce solutions drive $14B in online revenue annually.

eCommerce

Create new routes to market and revenue with an integrated globalization strategy

SDL Language solutions bring together leading translation services and the latest in language technologies for workflow, terminology, productivity and automation to power any enterprise globalization strategy, as well as the localization supply chain.

SDL Language solutions solve the language equation with translation solutions for every scenario.

Language

Orchestrate insight-driven, personalized, global marketing campaigns to drive conversion at every customer touch point

SDL Campaign solutions optimize marketing campaign effectiveness by helping you understand, predict, target and track individual customer segments with the right offers via the channel of their choice, including email, social and web.

SDL Campaign solutions drive marketing campaigns for over 400 global brands.

Campaigns

Web

Drive the ultimate web experience by delivering relevant information at the right time, on the right channel and in the right language

SDL Web solutions deliver an integrated approach to brand management with technology for multi-channel engagement, web content management and audience targeting, putting the control of the entire digital ecosystem at your fingertips.

SDL Web Content Management solutions power the sites of the top global brands and have earned #1 ranking from Forrester and Gartner.


The impact of social networking on society is undeniable. By the end of 2013, Facebook reported 1.23 billion monthly active users worldwide…and this is just one of many social networks that consumers use every day. What started out as a personal platform for communication has become a rich source of data, insight and engagement – provided that you can speak the only language that matters: the language of the customer.

Imagine you’re an organization with global ambitions to expand your presence from 13 to 35 countries quickly and cost effectively. In these new markets, consumers already have varying levels of interest, engagement and product knowledge, so how do you prioritize the markets and languages to launch in those with the highest chance of success? Is it possible to convert information from consumers’ online conversations about your products, which are happening in a multitude of languages across the world, to valuable, data-driven and actionable insight?

At SDL, we know that combining language and social intelligence is more than possible.

We can assist with predicting the likelihood of the three most important consumer behaviors:

By assigning KPIs for each of these behaviors, based on conversations in online forums, blog reviews, social media conversations and other key data sources, our Customer Commitment Dashboard can uncover which potential markets are primed for your product and brand.

Combining this valuable quantitative data with in-country linguists can provide you with meaningful and actionable cultural insights that can assist you to:• Identify influencers in the market that can help to propel your brand or product to greater market success• Uncover key triggers that generate exceptional customer experiences in your target markets• Understand your key competitors and learn from their global expansion successes and failures

Advocating on behalf of your brandPowering “word-of-mouth” referrals means understanding what your customers encounter as they connect with your offerings and enhancing your brand’s perception to encourage them to actively promote you.

Sharing their experiences with othersTo transfer your primary audience into broadcasters of your message, your focus should not just be on the quality of your content, but also the how, where and when of it. Enabling your primary audience to share content in the right channel, time and place magnifies your market presence.

Purchasing your products and servicesFrom point of awareness to point of sale you need to focus on moving customers through the purchase cycle seamlessly by removing roadblocks and reinforcing what’s working.

Social Intelligence...The Move from Interesting to Actionable


The advantages that social data brings

01Responsive and scalableCollect and respond to insight in real-time, globally

03User-generated and unsolicitedLearn what your customers really think and feel

05Measurable and quantifiableMeasure localization success before and after campaign launch in global markets

02Competitive intelligenceView conversations about your competitors’ brands and products

04Multilingual and multiculturalUnderstand any conversation in any language

06Longitudinal and predictiveLook back and see the future

When you have successfully launched your products and services in a new market, social intelligence can also measure the success of your localization strategy. The ability to compare customer commitment before and after the launch of localized marketing campaigns for each region will allow you to quantify the direct impact of localization to further enhance revenue streams. This includes not only immediate sales, but also identifying the customer engagement scores which continue long after a campaign launch.

With a little help from SDL, you could combine language solutions with social intelligence to access and analyze data across multiple languages. This will assist you with making more informed business, product and strategic decisions to drive market expansion and deliver exceptional customer experiences.

For more information, visit: www.sdl.com/socialintel

Identify your next target markets

Where to start…your initial key tasks…

Create a social intelligence strategy

Integrate data withyour plans

01 02 03


Dear SDL...Q: Lost in Video TranslationWe have seen a significant increase in the amount of video content that we are being asked to localize. The shift is happening throughout our organization from product ‘how-to’ videos for YouTube to full blown promotional and viral videos. Can you provide guidance on the best way to approach this new content without spending our entire budget? WorldServer Customer, Top 10 Technology Company

A: Dear Customer,The move to interactive and visual content is something that we have seen a lot over the last few years. As with all of your content, matching the most appropriate translation method to the use and lifecycle of your video content is key. When it comes to video, there are many options for replicating this across languages and cultures, including voiceover, dubbing, subtitling and full production. SDL can help you identify the best method for each particular asset. A full blown localization production isn’t always the best way forward.

For more information, visit: www.sdl.com/media-services

Q: Lack of Centralized ControlWe are currently utilizing a number of language service providers with no way to centrally manage or share translation assets. I’m experiencing a high degree of inconsistencies and a lack of cost control. There must be a better way!Language Services Customer, Top 10 Global Brand

A: Dear Customer, Your dilemma sounds familiar – a de-centralized approach can indeed lead to quality, cost and turn-around issues. The good news is that you already own the assets that can assist you with resolving this, for example bringing together the translation memories and terminology lists that are currently dispersed across your providers will significantly reduce your costs and improve quality. Adopting a translation management system, such as SDL WorldServer, to manage the entire translation process will add significant value.

For more information, visit: www.sdl.com/sdlworldserver

Q: Out-ranked by the CompetitionWe are struggling to get search engines to rank our content highly in international markets. I am confused as we have translated our keywords but our competitors are consistently out-ranking us and I am spending heavily on Pay-Per-Click to maintain a page one position.eCommerce Customer, Top 30 Brand

A: Dear Customer,Some organizations do simply translate their keywords, however we suspect that your competitors are investing more in this area. Their content optimization and localization processes are more than likely running hand in hand, leading to high-quality translations that are both locally relevant and very much in tune with the rest of their brands. Our advice is to look beyond keyword localization and ensure that you are accurately integrating search terms into your web content, that you are utilizing locally relevant social channels to share content and that you are building back links to your localized site from sources that are relevant and influential in your local markets. SDL has a consultancy service that can advise on all of these issues and help to increase your global web visibility.

For more information, visit: www.sdl.com/globalsxo


Customer Case Study

Gulliver Travel Associates Delivers a Worldwide Customer Experience

with SDL

SDL BeGlobal machine translation technology enables GTA to handle increased translation volumes and enter markets in new

geographies at a lower cost and risk.

SDL WorldServer increases the efficiency of its human translation process, allowing GTA to go to market faster with reduced

turnaround time, making it an even more competitive option for hospitality and tourism customers.

GTA, part of Kuoni’s Global Travel Services Division, a leading B2B travel provider, has selected SDL to help deliver a seamless and

personalized customer experience to thousands of users in 185 countries worldwide.

As a global travel leader processing over 21,000 bookings per day in more than 25 languages online, GTA depends on SDL’s translation technology to

localize tens of thousands of hotel and ground travel descriptions for its global customer base. The end result is a consistent customer experience,

customized by language and culture, delivered around the world.

In order to support the considerable growth in translation volume experienced over the past few years, GTA uses a combination of products

within the SDL Language Platform:

SDL WorldServer and SDL BeGlobal:

“Our global business of contracting hotel rooms and ground travel services is growing so fast we had to call ‘time out’ on traditional

translation and look for an innovative solution that could cope with translating tens of thousands of product descriptions,

drawn from 185 countries,” said Kevin Ashbridge, Content & Translation Manager at GTA. “We confidently selected

SDL BeGlobal machine translation to deliver quality localized content to our customers in a timely, cost-effective manner, helping our customers

to be more successful with our platform.”


2014 launch of SDL Customer Experience Cloud

Powering marketing campaigns for 400+ global brands

15 charities are currently supported by the SDL Foundation

72%

of the top 100 global brands work with SDL

Foundedin 1992

$430mannual

revenue 2,700employeesworldwide

70o�ces

38countries

1,500enterprisecustomers

Reducing global content costs by as much as 30%

30%

7 billion words translated

every month

131 languages in the last

12 months

SDL addresses my translation services needs in a responsive manner

2013 Customer Satisfaction Survey

Customer Retention: I plan to continue my relationship with SDL

SDL delivers my translation projects on time*(*Based on customer perception as opposed to actual turnaround times)

SDL’s in-house translation model is important for language quality and consistency

The language quality delivered by SDL meets my expectations

Overall Satisfaction: I am very satis�ed or satis�ed with SDL’s translation services98%

98% 94%

97%99%

90%

SDL Language Solutions

360% increase in usage of SDL’s machine translation

technology in 3 years

15,000+freelancers

900+in-house

translators

Enabling companiesto communicate with

customers in 100+ countries

80%

Over 80% of the translator community

uses SDL Trados

SDL CustomerExperience Cloud

Analytics

Social

eCommerce

Campaigns

Web

Documentation

Language

a uni�ed suite of solutions

SDL - Did You Know...


June

4-6

Dublin

LocalizationWorldExternal Eventwww.localizationworld.com

May

19-21

Orlando

Customer360 SummitExternal Eventwww.gartner.com

June

24-25

New York

Customer Experience ForumExternal Eventwww.forrester.com

November

17-18

London

Customer Experience ForumExternal Eventwww.forrester.com

April

28-29

London

Customer Strategy & Tech SummitExternal Eventwww.gartner.com

October

29-31

Vancouver

LocalizationWorldExternal Eventwww.localizationworld.com

May

7-8

London

SDL Eventwww.sdl.com/sdlevents

May

19-20

Amsterdam


June

10-12

San Francisco


SDL Events

For the full program of SDL Events, visit www.sdl.com/liveevents 2014

September

12

Tokyo


September

10

Sydney


Key Event Dates for 2014For more information on SDL Language Solutions,

visit: www.sdl.com/language-solutions

SDL (LSE: SDL) allows companies to optimize their customers’ experience across the entire buyer journey. Through its web content management, analytics, social intelligence, campaign management and translation services, SDL helps organizations leverage data-driven insights to understand what their customers want, orchestrate relevant content and communications, and deliver engaging and contextual experiences across languages, cultures, channels and devices.

SDL has over 1,500 enterprise customers, over 400 partners and a global infrastructure of 70 offices in 38 countries. We also work with 72 of the top 100 global brands.

Copyright © 2014 SDL plc. All Rights Reserved. All company product or service names referenced herein are properties of their respective owners.

SDL_mag_CustomerSuccess_EN_A4

For further information on any of the topics covered in the Customer Success Guide, contact your SDL Account Team or visit www.sdl.com


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