Post on 28-Dec-2015
Agenda
2
Dell introduction Problem statementTranslation solutionResultsWhere do we go now?Questions?
1-800-1-800-WWW-WWW-DELLDELL
DELL.COMDELL.COM13,000+ 13,000+ RETAIL RETAIL
LOCATIONS LOCATIONS WORLDWIDEWORLDWIDE
40,000+ 40,000+ PARTNERS PARTNERS
WORLDWIDEWORLDWIDE
About Dell We are a world leader in global systems and services, with an
annual revenue of over $60 billion Almost half of Dell’s revenue now from outside the US – increasing
focus on translations to drive business Diversifying product and services offerings & targeting new markets
Importance of consistent messaging across all channels
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About Dell Online Marketing World’s #1 eCommerce site - 1.2M customers visit worldwide
every day to learn about our products, services and solutions
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Site and offline marcom translated into 26+ languages
Initiative to re-use content across segments
No centralized process for Dell marketing translations
No vendor-independent translation workflow system
Inconsistent methods – translation agency directly, via creative agency, Dell internal, free online translation (!)
No overview of marketing translation spend
Inefficient spend - retranslating same content
No synergy between marcom vehicles
No objective translation quality measurement
200+ people engaged in part-time review5
Situation – Decentralized Model
Vision: High quality localization services delivered on time and at optimal cost
Localization Vision/Mission
Localization Quality
Mission: Competitive advantage through high quality localization.
How:• Proactive quality/process
management• 3rd Party Audits• Leverage LISA scoring
model• Stakeholder and vendor
Reviews• Relentless focus
Time to Market
Mission: Deliver marketing and support content ahead of demand.
How:• Process efficiency• Leverage vendor/partner
resources• TMS• SLA tracking• Project tracking and
prioritization• Stakeholder tie-in
Cost/Efficiency
Mission: Optimize cost and scale localization efforts at a fraction of revenue growth.
How:• TM leverage• Aggressive vendor
management• Creative use of MT• Volume discounts• Cost per word tracking
6DELL CONFIDENTIAL
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Created Global Localization Team
Centralized process tailored to individual needs
Changed focus from time-to-market to quality
Formalized vendor management
Deployed vendor-agnostic tools
Proactive quality management Capacity planned centrally Established engagement toolkit and
governance process
Measure
Solution – Centralized Operating Model
Global Localization Team
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Supports the central translation process for all marketing translations – online and offline
Multilingual team based in 6 countries, 3 continents Engagement managers support stakeholders, production
managers oversee daily production Interface between Dell stakeholders and vendors
Vendor Management
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Agreed escalation paths with vendors per issue type Vendor Summits BI portal – SLA and quality data shared across vendors
Consolidated from 40+ vendors to 2
Team interface between Dell stakeholders and vendor
Vendors held to and measured against same standards
Managed Review
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Linguistic review coverage for 26 languages Final ‘owner’ of terminology and style – Dell voice Consistent review feedback, impartial across vendors Dedicated job function – eliminate part time reviewer
bottleneck Manage linguistic feedback from internal stakeholders Dell stakeholders can still provide input, but burden
reduced
Plan and Measure
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Team is funnel for all forecasts – central overview for capacity and budget planning
Aim to discourage last-minute requests by adhering to forecast process
TMS reports to track SLA adherence spend and leverage
SLA adherence
What Has This Gotten Us?
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55% more purchasing power for FY10 Translation Memory (TM) leverage – 28 point improvement $4M in savings from TM leverage alone Cost per word reduction of 48% HC savings in vendor, review and operational management
(released 150+ volunteer reviewers back to the business) Objective quality and SLA measurement
Quality above goal at 99.6% SLA improved 40 points in FY09, closed Q2FY10 at 93% Reduced SLA by 30% in Q3 while maintaining same trend Proactive quality management via pre-launch audit and
scorecards
Closed loop quality and process improvement Business changes get into TM Escalation management (150 escalations in Q2FY09 to 9 in
Q2FY10)
Dell.com CMS and Support Knowledge Base integration with Translation Management System (TMS)
Going Forward
DELL CONFIDENTIAL
Continue to drive process and cost efficiencies: Reduced review for stable languages Pilot new technologies to improve leverage and streamline workflows Improved PO management and reporting
Innovation: Integrate Machine Translation (MT) into mainstream translations Move upstream into content development to drive additional translation savings
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What Have I Not Told You?
Org changesQuality escalationsBudget challengesVendor changes -
rampTool and integration
issues
Buy in challengesTeam reductionsRestricted travelCost reductionsTM sequencing issuesLeadership and
direction changesThere will be challenges, but with a vision, metrics and a compelling story, you can get there.