Quality Management for the Localization of Marketing Texts

To Claudia Schumann-Hübl,

my partner in 6 years of quality control

Within the localisation process of a larger product or a product group, we typically expect several deliverables, often with diverse tool requirements (manuals, software, help texts). During the course of this project, also the question for marketing material localization comes up. This is a different form with other requirements; serving a different group of customers with other expectations. Therefore, special challenges arise – also from a quality point of view.

What are we talking about?

BrochuresSpec sheetsWebsites

Whom are we working for?

Customer contacts:

Marketing ManagersSales Specialists

>> not always the person also responsible for technical documentation>> often someone not fully familiar with the localization business (not their core activity)

Challenges:

Consistency with technical documentation (Terminology)Corporate identityLanguage & StyleLayout matters (difficult formats, complicated DTP work, expansion in some languages)Customer expectations

Clear communication beween customer and translator is crucial:

Translation memoriesReference materialTarget group informationQuality of the sourceStyle guidesExpectationsRegional conventions

Quality assumptions

Translation is not copy-writingTranslation is done by a native speaker, with expert knowledge of the subject, yet customer proof-reading is neededProblems with the source text should be solved in advanceConsistency issues between technical documentation and marketing material should be discussed and solved in advance

Quality challenges

>>We assume a translation correct in language and grammar

BUT the customer should not expect a translator to know every detail of his business

Understand the psychological factors behind customer‘s criticism

‚Politics‘TasteLack of time/resourcesExpectations

Help your customer to understand, what translation can do…

Correct rendering of the originalFlawless language and grammarGeneral knowledge of specialist area

… and what not…

No copy-writingNo expert knowledge (products, features)No term decisionsNo changing of the text (editing)

Internal processes help to visualize how quality is maintained

QA responsible within companyA competent and experienced counter-part for QA mattersRules for selection of freelancersProfessional certification of PM to demonstrate their competence (CLP)ISO certification

ISO Certification

The DIN EN ISO 9001:2000 certification shows that quality processes for translation companies comply with industry standards.

Questions?

Tell me about your experiences with QA matters…