2011 mandate: a global approach to customer...
TRANSCRIPT
2011 Mandate:A Global Approach to Customer Experience
Global Content Strategies Conference
3 November 2010
Mary Laplante
Vice President and Senior Analyst, Gilbane Group
2© 2010 Gilbane Group, a Division of Outsell, Inc.
“My opening act was going nowhere. There’s a kind of psychological aspect to opening. Even if you killed and you’re better than the headliner, they only remember the headliner.”
-- Steve Martin
3© 2010 Gilbane Group, a Division of Outsell, Inc.
“Every company provides a customer experience. Your company does too, regardless of whether you create it consciously. That experience may be good, bad or indifferent, but the very fact that you have customers, you interact with those customers in some manner, and provide them products and services, means that they have an experience with you and your brand. It's up to you whether it's superlative, awful or industry average.”
-- Understanding the Customer, Adam Richardson, Harvard Business Review blog
4© 2010 Gilbane Group, a Division of Outsell, Inc.
Forrester Research Customer Experience Index 2010
Average overall budget for website spend in 2009
US large companies: $2.2 million (domestic only)
Global companies average $3.5 million for international sites
Forrester, “2009 Web Site Spending Trends”, Feb. 2009
5© 2010 Gilbane Group, a Division of Outsell, Inc.
2009 business objectivesat companies delivering global content
Improved global/product
brand management
9%
Time to market/simship
9%
Revenues for established
geographies12%
New product lines for specific
market17%
Revenues for emerging
geographies20%
Global customer satisfaction
33%
Gilbane Group, Multilingual Product Communications, 2009
6© 2010 Gilbane Group, a Division of Outsell, Inc.
Forces influencing content investments
• The enterprise as network
•Tying together processes and constituents
• Demand for immediacy and interactivity
•Always-on connectivity, expectation of immediate or near-immediate response, rich media
• Pervasive emphasis on global customer satisfaction
•Executive commitment, enterprise-wide
- Smart Content in the Enterprise, Gilbane Group, 2010
7© 2010 Gilbane Group, a Division of Outsell, Inc.
Important . . . but no strategy
“We surveyed 141 executives from large North American firms to find out about their customer experience endeavors. It turns out that 90% of respondents think that customer experience is very important for their companies and 80% are trying to use it as an area of differentiation. While the lack of funding was the top problem last year, the lack of a clear strategy has emerged as this year's No. 1 obstacle. “
Only 11% have a “very disciplined” approach
8© 2010 Gilbane Group, a Division of Outsell, Inc.
In this presentation
Globalizing customer experience
Implications for content strategies
Five topics for stakeholder discussions
Starting the conversation
Summary and questions
9© 2010 Gilbane Group, a Division of Outsell, Inc.
Gilbane Group, A Division of Outsell, Inc.
Analyst and consulting firm focused on content technologies and their application to high-value business solutions
LocationsUS: Cambridge and BurlingameUK: London
Gilbane Boston 2010November 30 – December 2 http://gilbaneboston.com
Practice areas
Web content management
Collaboration and social media
Content globalization
Enterprise search
Digital publishing
XML content and technologies
10© 2010 Gilbane Group, a Division of Outsell, Inc.
Smart Content in the Enterprise
• Key trends in XML adoption
• Next-generation applications
• Case studies
• August 2010
• Co-sponsored by SDL
http://www.sdl.com/en/xml/resources/industry-research/smart-content-enterprise.asp
11© 2010 Gilbane Group, a Division of Outsell, Inc.
Hot off the presses
• Automated translation for business users
• Benefits, challenges and getting started
Translating Social Media andDynamic Content in Real Time:New Options for Enterprises
http://www.gilbane.com
12© 2010 Gilbane Group, a Division of Outsell, Inc.
Globalizing customer experience
13© 2010 Gilbane Group, a Division of Outsell, Inc.
What do we mean by customer experience?
14© 2010 Gilbane Group, a Division of Outsell, Inc.
One view of customer experience management
- Lynn Hunsaker, on CustomerThink.com
15© 2010 Gilbane Group, a Division of Outsell, Inc.
What do we mean by “globalization”?
• Companies
• Products and services
• Experience
• Relationships
• Content
“Globalize” means “to make world-wide in scope or application.”
-- Princeton University
“Globalization” is the process of making ________ world-wide in scope or application.
16© 2010 Gilbane Group, a Division of Outsell, Inc.
The opportunity is proactive,formal management
17© 2010 Gilbane Group, a Division of Outsell, Inc.
Managing the global customer experience: implications for content strategies
18© 2010 Gilbane Group, a Division of Outsell, Inc.
The customer experience lens
• Listening, positioning, responding, engaging, selling, enabling, supporting
• Making customer-centric decisions about content strategies, practices, and infrastructures
19© 2010 Gilbane Group, a Division of Outsell, Inc.
Study findings include . . .
“A shift from an inward- to outward-
facing view of content practices and
infrastructures. Key drivers for broader
deployments lie in outward-facing
customer impact rather than inward-
facing operational efficiencies and cost
reductions. The connection between
content, customers, and business goals
and objectives is being articulated in
compelling ways by the organizations
that are leading the way.”
Gilbane Group, Smart Content in the Enterprise, 2010
20© 2010 Gilbane Group, a Division of Outsell, Inc.
The opportunity
“This attitude towards and focus on customer satisfaction is now becoming institutionalized — and so is having a profound impact across all enterprise functions. Customer satisfaction through positive experience is no longer limited to the managers and staff in customer support organizations. It extends to all the ways that companies touch and engage with their customers.
“It is at the nexus of these influences — connectivity, immediacy and interactivity, and customer satisfaction and experience — that new value propositions for content take shape.”
-- Smart Content in the Enterprise, Gilbane Group
21© 2010 Gilbane Group, a Division of Outsell, Inc.
Five topics for stakeholder discussions
22© 2010 Gilbane Group, a Division of Outsell, Inc.
Topics for conversation
1. Unified content
2. Speed and flexibility
3. Collaboration
4. Visibility
5. Innovation
23© 2010 Gilbane Group, a Division of Outsell, Inc.
Global Content Value Chain
The Global Content Value Chain is a strategy for movingmultilingual content from creation through consumption. The strategy is supported by practices in disciplines suchas content management and translation management.The enabling infrastructure for the strategy comprises
people, process, and technology.
create localize
enrich
manage publish consume
optimize
1. Unified Content
24© 2010 Gilbane Group, a Division of Outsell, Inc.
The customer view
create localize
enrich
manage publish consume
optimize
1. Unified Content
25© 2010 Gilbane Group, a Division of Outsell, Inc.
Unified content
Marketing and brand content
Product content
Enterprise content
Social content
1. Unified Content
26© 2010 Gilbane Group, a Division of Outsell, Inc.
Metadata and content enrichment
• Technologies are removing traditional barriers to really smart content
• Possible to relieve burden on content creators, apply it consistently, keep it current, and encapsulate business rules
• Metadata aids not just finding (text and semantic search), but also automated processing for personalization and dynamic, multichannel publishing
• Capabilities: text mining, auto-categorization, taxonomy development and maintenance, asset enrichment using data from analytics tools
New value propositions for tagging1. Unified Content
27© 2010 Gilbane Group, a Division of Outsell, Inc.
Handcrafting is good for beer . . .
• Automation
• Integration
• Metadata
• Rules engines
• Scalability
• Participants add value, not do routine work
But not for effective, efficient content globalization
2. Speed and flexibility
28© 2010 Gilbane Group, a Division of Outsell, Inc.
Scope of collaboration
“Customer experience often seems ethereal, something which appears as if by magic, and only certain companies . . . are able to conjure it on a regular basis. So here's the good news: Creating a great customer experience does not require knowledge of magical incantations. Instead, customer experiences spring from concrete, controllable elements — the touchpoints . . . Crafting a great customer experience requires enormous amounts of collaboration across groups in a company that often work independently and at different stages of product development. In many cases marketing, product design, customer services, sales, advertising agency, retail partners must all be working in concert to create even a single touchpoint.”
-- Understanding the Customer, Adam Richardson, Harvard Business Review blog
3. Collaboration
29© 2010 Gilbane Group, a Division of Outsell, Inc.
Gilbane 2010 Heat Map
create localize/translate
enrich
manage publish consume
optimize
Collaboration
Metrics
3. Collaboration
30© 2010 Gilbane Group, a Division of Outsell, Inc.
Develop cross-functional processes
0%
5%
10%
15%
20%
25%Lack of collaboration
Inconsistent terminology
Other (see below )
Lack of w orkflow integration
Single-sourcing to mutliplechannels
Synchronizingsource/translated content
Lack of project costing/mgmt
Content conversion/exchange
QualityConflicting prioritiesLack of mgmt education/visibilityLack of formal processesLack of resources
Other =
Gilbane Group, Multilingual Communications as a Business Imperative
3. Collaboration
31© 2010 Gilbane Group, a Division of Outsell, Inc.
Dashboards for stakeholders4. Visibility
32© 2010 Gilbane Group, a Division of Outsell, Inc.
What do we mean by “innovation”?
“In Gilbane’s view, new value creation is the hallmark of true innovation. We define innovation as the deployment of new capabilities—people, process, and technology—that deliver new value. In simplest terms, innovation enables an organization to do something that could not be done before. In this way, innovation is not simply a matter of scale. It is not ‘bigger, faster, better.’ Rather, innovation is a matter of fundamental, qualitative differences that result in new value for employees, partners, customers, and shareholders. “
-- The FICO Formula for Agile Global Expansion, Gilbane Group
New capabilities deliver new value
5. Innovation
33© 2010 Gilbane Group, a Division of Outsell, Inc.
Evidence in the research
• Authoring assistance at content creation to promote localization-ready content.
• Centralized terminology management that defines repeatable words and phrases for monolingual and multilingual authoring.
• Reuse processes that extend the definition of multichannel to multi-purpose, enabling consistency across product, web, operational, and enterprise content.
• Higher levels of collaboration among cross-departmental and regional content stakeholders to mitigate the risk of brand dilution or worse, brand deterioration.
• Integrated and automated processes that connect content management with translation management solutions, authoring environments, and multichannel publishing.
• Content analytics and reporting for iterative web site improvement.
• Inclusion of translated social content in emerging corporate and consumer social computing environments.
5. Innovation
34© 2010 Gilbane Group, a Division of Outsell, Inc.
Starting the conversation
35© 2010 Gilbane Group, a Division of Outsell, Inc.
Enterprise focus in 2010/2011
create localize
enrich
manage publish consume
optimize
Cost
Value
36© 2010 Gilbane Group, a Division of Outsell, Inc.
Impact on customer experience
• Time to market delays
• Inefficiencies due to redundant translations
• Content that should be reusable but isn’t
• High customer support costs due to mediocre quality of translated content
• Time and money to retrofit translated content to meet regulatory requirements
• Time and money to deliver content for incompatible consumer devices
• Maxed out language capability, constrained by non-scalable globalization infrastructures
• Inconsistent and out-of-synch multichannel communications
• Mysterious localization and translation costs
Language afterthought syndrome
A pattern of treating language requirements as secondary
considerations within content strategies and solutions.
37© 2010 Gilbane Group, a Division of Outsell, Inc.
Summary: agenda 2011
• Provide a seamless content experience for customers
Unified content
• Optimize processes for today and tomorrow
Speed and flexibility
• Develop cross-functional business processes
Collaboration
• Provide shared insight into processes
Visibility
• Strive for new value
Innovation
38© 2010 Gilbane Group, a Division of Outsell, Inc.
Gilbane resources• Research reports
• Multilingual Communications as a Business Imperative, 2008
• Multilingual Product Content, 2009
• Multilingual Marketing Content, coming soon
• Smart Content in the Enterprise, 2010
• Practitioner Profiles
• Case studies and white papers• Philips, Cisco (coming soon)
• Webinars• 20 Oct: Cisco’s Localization Journey
• 18 Nov and Dec 9: research insights
• Gilbane Boston 2010• The Next Thing You Know… You’re Global!
• Insights from multilingual marketing content study
39© 2010 Gilbane Group, a Division of Outsell, Inc.
2010 Research and Scope
• Marketing content: websites, brochures, ads, email campaigns, social content, etc.
• Business context for multilingual requirements in today’s global economy
• Defining the global content value chain: strategies, practices, and infrastructure
• Challenges and opportunities
• Metrics and measurement
• Practitioner Profiles
40© 2010 Gilbane Group, a Division of Outsell, Inc.
Thanks and contact us
Mary LaplanteVice President and Senior [email protected]://gilbane.com/globalizationTwitter: @marylaplante