Localization strategy and the customer journey

@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

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Likes

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Dislikes

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Dislikes

Workarounds Recurring tasks Busywork Bad content False cognates (falsche Freunde)

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Dislikes

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http://w

ww.m

arketelemen

ts.co.nz/online-‐marketin

g-‐the-‐sales-‐funn

el

The marketing funnel

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http://global.tahon

o.com/images/doran_fun

nel.JPG

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Sales pipeline

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The universal marketing funnel

Customer journey

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Source: Oracle CRM

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.”

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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.”

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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

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Flickr: be

chstein

“How about if we just

translate the most important information?”

Another customer journey

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Source: http://www.ascendforairlines.com/2013-‐issue-‐no-‐2/customer-‐journey-‐mapping-‐walk-‐customers’-‐shoes

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Now THIS is localization…

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@sarahokeefe

Universal customer journey

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Buy

Buy

Marketing funnel Customer

journey

Localization strategy in the marketing funnel

❖ Before “Buy” decision ❖ Content is critical

❖ After “Buy” decision ❖ Content is not important

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Buy

Localization strategy in the customer journey

❖ All stages are critical ❖ Consistency important

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Buy

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Flickr: h-‐k-‐d

“It’s too hard.”

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e-‐commerce

trainingdocumentation

what’s new

web sitemarcomm

knowledge base

proposals

Organization versus journey

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Web site

CEO

CTOCOOCIOCMO

DocsSupport Sales

e-commercemarcomm

proposals

KB dev docs

training

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Flickr: h-‐k-‐d

“Our system can’t handle Polish letters.”

Localization maturity model

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http://www.commonsenseadvisory.com/Default.aspx?Contenttype=ArticleDetAD&tabID=63&Aid=370&moduleId=391

But in the real world…

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@sarahokeefe

Denial

Flickr: jdhancock

“Our customers all speak English.”

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Denial

Flickr: jdhancock

“They’ll learn English if they want our product!”

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Denial

Flickr: jdhancock

“Everyone in the galaxy speaks English!”

Minimum viable localization

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Acceptable

Not acceptable

Mapping the customer journey

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prospect

buyer

learner

user

customer

upgrader

Aligning with the customer journey

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prospect

buyer

learner

user

customer

upgrader

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How to achieve consistency?

Flickr: christinesim

agery

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Flickr: be

chstein

“Just let the regional sales team do the translation…”

How to achieve consistency?❖ Single vendor? ❖ Voice and tone (in source AND target) ❖ Consistent terminology ❖ No fragmented localization ❖ Opportunity for the LSP?

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Consistency model A

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Localization

Consistency model B

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Web site Docs

e-commerce

marcomm

proposals

KB dev docs

training

Content team

Localization vendor(s)

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Flickr: niklashe

llerstedt

“Why can’t they just learn English?”

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Opportunity or problem?

Flickr: travelsofamon

key

Opportunity or problem?❖ For specialist LSP: problem ❖ For generalist LSP: opportunity ❖ How to align translations over time?

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Advice for localization buyers

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Flickr: pazzani

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?

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Flickr: hh

elga

“Why can’t they write from left to right like normal people?”

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Flickr: balintfoe

ldesi

Aligning localization

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

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@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?”

@sarahokeefe

Questions?

Flickr: airw

olfhou

nd

Localization strategy and the customer journey

Technology

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