bruno herrmann - globalization challenges to deliver omnichannel digital experiences
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Globalization Challenges To Deliver Omnichannel Digital Experiences
Bruno Herrmann
Globalization Leader
November 2016
AGENDA
Embracing A Globalization Framework 1
Creating Global Content For Local Experiences 2
Driving Global Content For Local Experiences 3
Delivering Global Content With Added Value 4
POSITIONING OMNICHANNEL JOURNEYS IN DIGITAL GLOBALIZATION
Content globalization
Disruptive technology
Translation and localization
Story telling
Business trends and additional/new requirements are reflected in executive mindsets and business processes
Reaching out to and resonating with “most of the world” means walking in the shoes of customer to walk on a long and winding road
Multichannel delivery
International experiences required by the “rest of the world” drives increased globalization efforts, making it “most of the world”
Global and local experiences
Content management Content effectiveness
Language and voice of customers
Disruptive customers
Story selling
Omnichannel journey
KEEPING UP WITH DIGITALLY PACED CHANGE Scoping what matters most and how it evolves
ENABLING OMNICHANNEL CAPABILITIES GLOBALLY
I want it naturally,
accurately, intuitively and
with fluidity
SIMPLICITY
I want to be engaged as part
of a total audience and be delighted as an
individual
CENTRICITY
I want it quickly and consistently
in my market and all my channels
AUTOMATION
Global content (product, ad, brand, etc.) effectiveness and customer experience
INNOVATION CUSTOMIZATION AGILITY
Defining a base line for experiences by including omnichannel requirements
BOOSTING OMNICHANNEL EXPERIENCES
CENTRICITY AUTOMATION SIMPLICITY
• Business intelligence tools • Data/content acquisition
applications and DAM solutions • Qualitative and quantitative
experience measurement systems
• 360° profiles including multicultural and multilingual attributes and practices
• Diversity dashboards and metrics
• Customer intelligence (be and do, watch and buy, etc.)
• International customer experience capture and measurement (global and local)
• Digital listening (social and client-centered channels)
• Unassisted support, learning and knowledge management
• Single-sourced content creation tools
• Online tools for internal collaboration and engagement
• Applications leveraging protocols based on neurosciences
• Technical and non-technical content databases
• Standards and guidelines for global content creators
• Certification of source content across global platforms and international environments
• Internationalization of design and development of all types of content
• Simplified English, natural language and topic-oriented authoring
• Testing of digital content
• Translation memories and workflow management systems
• Machine translation with post-editing
• Content transaction APIs and connectors
• Technical and non-technical content databases
• Standards and guidelines for global content reviewers
• Certification of localized content across global platforms and environments
• Localization for effective go-to-market and go-to-customer
• Terminology management and maintenance
• Controlled content reuse and shareability based on business rules
Processes
Assets
Technology
• Source content accuracy, consistency and readability
• Number of iterations, corrections and preferential changes
Indicators
• Localized content accuracy, consistency and readability
• Number of iterations, corrections and preferential changes
• Content accuracy, consistency, memorability and utility
• Time-to-market and time-to-customer
• CX journey check points
Taking actions to accommodate diversity and variance across markets
CRAFTING CONTENT FOR ENGAGING OMNICHANNEL JOURNEYS GLOBALLY
UNDERSTANDING CUSTOMERS HOLISTICALLY Covering global, regional and local customers from a 360° perspective
Cultural values Ecosystems
Customer
Influencer Decision maker
Buyer User
Perception Action
Content effectiveness turning digital ubiquity into digital experiences
Accuracy Readability Memorability Relevance Differentiation
MANAGING OMNICHANNEL CONTENT GLOBALLY
Cost and time
Customer or market sensitivity
Customer-critical content created, localized and customized to target specific groups within in a market and reviewed-signed off locallly
Engaging and business-critical content provided by local, regional or global content owners for one or multiple locales with localization/transcreation needs and reviewed-signed off locally
General content including no market-specific or customer-specific reference provided by local, regional or global content owners for one or multiple countries and reviewed-signed off locally
Generic content provided by local, regional or global content owners, which can be used in multiple regions or countries without any localization or customization effort
Translated content
Localized content
Leveraged content
Ad hoc content
Prioritizing localization according to content types, experience objectives and ecosystems
PUTTING EFFECTIVENESS AT THE CENTER Aligning content, people and processes with experience objectives
Content objectives with dependencies • Align content and context with
customer ecosystems • Enable customers to recall information • Enhance awareness and understanding • Drive customers to act
Stakeholders facing dependencies • Product leaders and content owners • SMEs • Information engineers • Graphic experts • Media producers
Content activities with dependencies • Structuring content • Writing and editing text • Enhancing graphics • Selecting formats • Planning deliveries
Experience dependencies • Behavorial requirements (who) • Functional requirements (how) • Content requirements (what) • Market requirements (where) • Timing requirements (when)
Identify nuance, accommodate diversity, neutralize geo-specific indications and create sensitive components in scope for localization
Speak the language of customers and deliver localized content to meet local and personal requirements
Adapt content from a design, linguistic and functional perspective to accommodate variance and change as required within channels and ecosystems
Assessing Localizing Clustering
Make content relevant,
appropriate and engaging
internationally
DISTRIBUTING LOCALIZATION OPERATIONS
Program management
Globalization quality and certification
Central management and distributed production/delivery across geos and time zones
Central hubs and in-country teams and SMEs
Local SMEs interacting with local specialized resources for effective localization and execution
Localization teams
Localization teams
Localization teams
Localization teams
Localization teams
Establishing centrally managed operations with decentralized production and delivery
Program management
Globalization quality and certification
RATIONALITY TALKS
Globalization Leadership
Internationalization Localization Experience Delivery
Successful globalization is a combination of efforts in all these areas
Design and developments efforts that are made upfront pay off also after localization
HIGHLIGHTING BENEFITS AND VALUE (1)
•Faster translation
•Reduced localization efforts
•Accelerated sign off
•Centrally managed multilingual terminology
•Content quality and consistency
•Accelerated acceptance
•Less assistance and more unassisted support
•Reduced training efforts
Harvesting low-hanging fruit from international design and development
Globalization Leadership
Internationalization Localization Experience Delivery
While globalization should be managed holistically, benefits may be highlighted per area
Localization goes beyond linguistic efforts to help speak the true customer language
HIGHLIGHTING BENEFITS AND VALUE (2)
•Definition and review of internationalization rules
•Internationalization tests via pseudo-localization
•Topic-oriented authoring
•Increased meaningulness and usability
•Faster deployment in complex markets
•Competitive advantage(s)
Harvesting low-hanging fruit from local adaptation and granularity
Globalization Leadership
Internationalization Localization Experience Delivery
The chain of benefits is bi-directional as the waterfall model is not always applicable
Capturing experience matters to drive and improve content creation and localization efforts
HIGHLIGHTING BENEFITS AND VALUE (3)
•Granular and phased localization management
•Optimized localization efforts and costs
•Maintenance and leverage of multilingual terminology
•Guidelines based on reality checks
•Additional pre-localization certification and tests
•Anticipation of design gaps
Harvesting low-hanging fruit from experience delivery
• Omnichannel is one more facet of digital globalization
• The rest of the world is most of the world and channels are considered accordingly!
• Successful experiences start from day 1 and never ends
• Don’t reach out globally, engage locally!
• Digital globalization matters and is not executed in pieces
• Central management and local execution go together well
• Content effectiveness means product and brand effectiveness
• Customers come first, processes and technology come next
• Smart cost management leads to cost leadership
WORDS OF ADVICE
THANK YOU!
QUESTIONS OR COMMENTS?