the globalization of technical writing - threat or opportunity
TRANSCRIPT
SAIFF SOLUTIONS, INC.The Globalization of Technical Writing:
Threat or Opportunity?
AGENDA I
• What is outsourcing? How common is it?• Why do companies outsource?• How much money can we save, really?• When does TWO make sense?• How can tech-comm professionals influence
TWO decisions?• What are the options, and the pros/cons?
AGENDA II• What do process maturity and content
strategy have to do with TWO?• Is outsourcing hurting the profession?• What are the major risks involved in TWO?• What are the key success factors for TWO?• What is the impact on existing teams?
QUESTIONS & COMMENTS!AGENDA III
What is Outsourcing?
Out-sourcing:
Separate company (usually offshore)
Widely used to mean offshore/outsourced
Offshoring:
Other country, distant (usually outsourced)
What is Outsourcing?
In-house offshoring:
Other country, distant, same company
Near-shoring:
Other country, close (same continent)
What is Outsourcing?
Global Sourcing: Procuring different services and job
functions in different places
How Widespread?Some partial/related examples:
• By 2003 77 global software development firms had R&D operations in India
• By a recent estimate, there are 80,000 software developers in the Philippines.
How Widespread?Some partial/related examples:
• It is fairly easy to find tech writers with 10-15 years experience in the Philippines.
• Many tech writers in the Philippines have years of experience in topic-based authoring.
Why Outsource?
Underlying causes – the drive to:
Reduce costs
Improve quality
Increase sales - reach – footprint
Economic drivers of outsourcing: Labor cost differentials
Labor availability – growth of global
labor market
Communications cost reductions
Global market growth
Why outsource?
Why outsource?
Cultural - political drivers of outsourcing:
Increased ease of doing business globally
Convergence of global business culture
Global economic liberalization
Why outsource?- Potential Benefits
Cost savings
Productivity increases
Process improvements
Increased innovation
Increased speed, agility, flexibility
Increased revenues
Why outsource?
Productivity is a powerful, historical force:
Productivity rises, and everything
changes to facilitate rising productivity.
Why outsource?
When we operate out of fear,
opposing productivity advances
because we feel threatened, we
are less effective, for our
organizations and our careers.
Why outsource?To succeed in a changing world,
we must embrace change. Not blindly, but wisely.
Why outsource?For smaller companies:
Focus on what you do best Outsource the rest
How much money can we save, really?
Wage differentials can be 80% or greater.
Wage differentials are not true savings, due
to hidden costs.
Including all costs: savings of 15% to 45%.
How much money can we save, really?
More evidence for savings of 15-25%
Costs decrease over time. 15+% savings
typically achieved after 3-5 years
Savings of 15% can be significant
$$$
Why aren’t savings higher?Hidden costs:
– Search, contract, program development– Restructuring– Knowledge transfer (travel?)– Overhead, management – Governance– Risk mitigation, disaster recovery– Ongoing travel, training– Infrastructure
Technical Writing – When? You may benefit from outsourcing whether:
– Budgets are tight or abundant
– Product release timelines are short or long
– The company is small, large, local, or global
– Documentation is/is not translated
– You have/don’t have tech writers
Technical Writing – When?
Even if your engineers are great writers:
– There are better uses of their time.
– Good documentation requires more than:
good writing skills + product knowledge.
– http://saiffsolutions.com/home/goodtws
Technical Writing – When?
Even if you have a robust writing staff
and experienced management:– As work grows, you can expand capacity at
lower cost via outsourcing.
– By outsourcing simpler tasks, reserving
advanced tasks for in-house, you can improve
morale and cost-effectiveness.
Tech Writing When: Lessons• In-house staff may be replaced/or not• Work lives of local writers may improve
To determine if TWO is right for YOU:– No one-size-fits-all formula– No simple rule to follow– Deeper analysis is required– Quality varies everywhere
Influencing OutsourcingHow can technical communications professionals
effectively influence outsourcing decisions?
By moving from WHETHER to HOW.
Instead of focusing on: Should we outsource technical writing? Focus on:How could we effectively outsource technical writing?
Influencing Outsourcing
Technical communicators typically have
more influence over the answer to HOW.
Yet, we often waste our own power by
focusing on the answer to WHETHER.
Consider these two scenarios:
Influencing Outsourcing: Scenario I
Background: Division of large US company, global customers,
product development centers in US and Asia.Outsourcing Event: Executive outsources all documentation, to
large Indian IT firm.US tech writing staff laid off. No prior consultation with TechPubs leaders.
Influencing Outsourcing: Scenario I
Results: – 2-3 years later, executives unhappy – Total loss of US-based expertise makes
recovery from quality impacts difficult – Plans to use cost savings to fund new
languages derailed by quality problems– Prognosis unclear — given enough time, will
the new structure work?
Influencing Outsourcing: Scenario I
Question: Why was the TechPubs group not consulted?
– They fought the idea of outsourcing?– They were not forward-thinking in exploring
outsourcing alternatives and strategies?– They focused on the wrong question –
Whether vs. How?
Influencing Outsourcing: Scenario II
Background: Division of large US company, global customers, product development centers in US and AsiaOutsourcing Event, Round 1: Product development & QA split US/Asia
– Management not supportive of US staff morale – Repeated rounds of layoffs, some stealth, some too
large to go unnoticed
Influencing Outsourcing: Scenario II
Outsourcing Event, Round 2: Seeing the writing on the wall, TechPubs
leaders begin to:– Explore how offshoring some work could
benefit the company– Train staff to adapt to global sourcing– Experiment with pilot offshore projects– Develop a unified content strategy
Influencing Outsourcing: Scenario II - Results
• Within 2 years, 60% attrition in US
• India: less advanced tasks; US team’s morale up
• Writers learn to work cross-Pacific, cross-culturally.
• Systems redesigned to support global sourcing.
• Cost reductions allow for more languages
• Indian writing team improves
Influencing Outsourcing: Lessons
Regardless of WHETHER you outsource,
processes and quality can benefit from an
examination of the HOW question.
Example: Executive mandates a specific
outsourcing provider for the entire product team
Influencing Outsourcing: Lessons
TechPubs leadership has:– Found evidence that the provider had
documentation quality issues on other projects
– Established a relationship with a provider that specializes in documentation
TWO may now have a much greater chance of success.
How: What are the options?Location Outsourced or
In-HouseGeneral or Specialized
Offshore Outsourced IT Generalist Firm
Offshore Outsourced Technical Writing Specialist Firm
Near-shore Outsourced IT Generalist Firm
Near-shore Outsourced Technical Writing Specialist Firm
Onshore Outsourced IT Generalist Firm
Onshore Outsourced Technical Writing Specialist Firm
Offshore In-House Technical Writing Team
Also: Provider/Client Hybrids (General)
Process and StrategyWhat do process maturity and content strategy have to do with TWO?
– If technical writers struggle to discover design changes when co-located with engineers…
– If redundant, inconsistent content is produced & information design is within writers’ heads…
– Outsourcing can magnify problems.
Process and Strategy
Mature processes & unified content strategy:– Can make outsourcing easier and more effective
– Are valuable investments whether or not outsourcing
is pursued
– Can lead to significant cost savings on their own
Process and StrategyOutsourcing success is often based on a clear, detailed analysis of business processes and roles
A Good Content Strategist Can Help
Outsourcing Controversy
Why is outsourcing controversial?
– Poor outsourcing decisions & management
– Misconceptions re: reasons for outsourcing
– Misconceptions re: impacts of outsourcing
– Scapegoating, resistance to change: blaming
outsourcing for the impacts of other factors
– Real impacts of outsourcing
Outsourcing ControversyWhen outsourcing goes wrong, it can be due to any of the following issues:
– Location– Function– Inclusion– Language– Experience level– Culture– Competency– Management
Outsourcing ControversyIn many cases, outsourcing is blamed for issues that exist with or without outsourcingFor example, location issues: When staff are not co-located, whether due to outsourcing or not, four kinds of breakdowns can occur:
• Communication• Coordination• Control• Group Cohesion
Outsourcing Controversy
Example: language issues – • Language issues also occur
onshore/in-house. • They can often be addressed by
process changes.Not all outsourcing issues are outsourcing issues.
Bad management, outsourced!
Outsourcing Math
Bad management + outsourcing =
Outsourcing MathPoor process or lack of process + outsourcing = Expanded dysfunction! Example:
– Writers achieve accuracy due to physical proximity to other teams, despite process breakdowns.
– With new writers thousands of miles away, the documentation is now inaccurate!
– The cause is not outsourcing per se. – The cause is a lack of awareness of your process
maturity level and why it matters.
Outsourcing Controversy: IIIs outsourcing damaging the technical communications profession?Let’s unpack the assumptions:• Only technical writers in wealthy countries
are a part of the profession. – There are now tech writers with 15+ years of
experience in developing countries.
Outsourcing Controversy: II• The impacts of outsourcing are uniformly
negative on tech writers and on quality. – Outsourcing can improve local staff morale. – Many writers in developing countries started
out doing topic-based authoring. – Quality problems can be fixed via process
improvements.• Only tech writers in wealthy countries
contribute to the profession.– Really?
Outsourcing Controversy: II• Only tech writers in wealthy countries
matter.– TWO brings opportunity to thousands of
people. People who can now feed their children, and send them to college.
• Imagine that we only had male tech writers. Would adding women damage the profession?– “Pin money”
Outsourcing Controversy: IIWhat is missed in the fight against outsourcing?
– Potential benefits to the organization– Potential benefits to teams– Potential benefits to individuals
For example:– Outsourcing can enable affordable team expansion,
lessening the workload on existing writers.– Onshore writers can focus on more rewarding
advanced tasks.– Global collaboration can increase learning and skill
development for everyone.
Outsourcing Controversy: IIIs outsourcing damaging the technical communications profession?• The question misses a world of transformation. • The changes in people’s lives due to the
globalization of content development are breathtaking and inspiring.
• Our profession is spreading across the globe.• We are at the dawn of our golden age.
Outsourcing Controversy: Lessons
• Focus where you can have an impact
• Prepare yourself for change.
• Focus on the success of your enterprise.
• Focus on improving quality.
• Be careful about scarcity thinking and
scapegoating.
Outsourcing Controversy: Lessons
For management:
• Start with process improvement and content strategy.
• Focus on morale and effectiveness. Don’t ignore the
need to sell change effectively.
• Use inclusive planning.
• Be aware of potential cultural pitfalls.
Risks = Uncertainties• Country (political, financial, regulatory)• Intellectual Property• Loss of proprietary knowledge• Security (data, system)• Corruption• Contractual• Infrastructure• Home country regulatory change
Risks = Uncertainties
• Loss of onshore expertise due to attrition
• Reductions in quality, customer satisfaction
• Increases in customer support costs
• Failure to realize anticipated savings
• Inability to hire and retain needed staff
• Management failures
Key Success Factors for TWOAssess process maturity and content strategy first, and improve if neededResearch, planning, inclusion, vision:
– Include TechPubs in planning– Ensure a realistic financial analysis– Identify & communicate vision & benefits– Incorporate staff feedback– Focus on career development
Key Success Factors for TWOCarefully choose country
– Consider English, infrastructure, labor pool– #1 country in business English: Philippineshttp://www.globalenglish.com/business_english_index
Carefully choose providerStart with a low-risk pilot project
Key Success Factors for TWO
Carefully mitigate and manage risksCarefully manage the differences:
– Time zone– Language– Culture– Expertise– Background, context
Key Success Factors: CultureCollaborating across cultures is a whole field of study – learn, learn, learn!All cultures are valuable and capable. Be aware of differences in communication and work styles. Management must be very aware of potential problems.
Key Success Factors: CultureTips re: Asian/US cultural differences:
– Higher: respect/deference to authority
– Lower: Questions, Help?, Challenges
– Silence or Yes =/= Agreement
– Never criticize someone publicly.
– Be careful with accusations.
– Don’t expect overnight cultural change.
Include tech writers in meetings, reviews, scrums, defect
tracking, wiki/intranet, email lists, etc.
Documentation testing = key part of the project schedule
Document review = performance review factor
Key Success Factors: Tech Writing
Impact on Existing TeamsWhat impact will outsourcing have on existing teams?
– Entirely up to the people involved– Potential impacts:
• Annihilation• Decimation• Loss of morale and motivation• Fruitful collaboration and career advancement• Quality and process improvements• Re-invigorated flourishing
ConclusionTWO is here to stay. Powerful economic forces drive the expansion of outsourcing.Many varied scenarios. Wide range of competency in:
– Decisions to outsource– Management of outsourcing engagements
Wide range of impacts on companies, teams, and individuals.
ConclusionThe process of deciding how to outsource can lead to productivity and quality improvements.By focusing on the HOW question, technical communicators can gain greater influence.The jury is still out on the competency of large offshore IT companies to manage technical writing. Firms specializing in technical writing are a better bet.The Philippines is uniquely positioned to excel in technical writing.With careful planning, excellent results are possible.
Threat or opportunity: You choose.
Conclusion
Outsourcing, poorly conceived, planned, and executed, can spread,
expand, and increase the worst qualities of an organization.
Outsourcing, done well, can promote the growth of a thriving organization
and contribute to continual improvement.
InvitationDo you want to:
Reduce technical writing costs andease writing management woes,while maintaining or improving content quality?
Then contact Barry Saiff:[email protected]: SaiffSolutionsUS #: 415 350 2959+63 917 872 0929
http://www.saiffsolutions.com
Sources• Offshoring Information Technology: Sourcing and
Outsourcing to a Global Workforce, Erran Carmel and Paul
Tjia, Cambridge University Press, 2005
• The Services Shift: Seizing the Ultimate Offshore
Opportunity, Robert E. Kennedy with Ajay Sharma, FT
Press, 2009
• Outsourcing Technical Communication: Issues, Policies,
and Practices, Edited by Barry Thatcher and Carlos Evia,
Baywood Publishing, 2008