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    Truscott Presentation Social Necesity

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    lvm1234
    The document discusses the importance of providing a multilingual customer experience. It notes that users expect information to be available in their language and on their device of choice. The engagement cycle involves listening to understand customer needs in different languages and markets, being relevant by localizing content for different channels and communities, and engaging customers throughout their journey in a consistent manner across languages. The challenge is assembling a localized customer experience across many websites, languages, and social media platforms to meet evolving user expectations for digital and localized content.

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    Truscott Presentation Social Necesity

    Uploaded by

    lvm1234
    27 views23 pages
    The document discusses the importance of providing a multilingual customer experience. It notes that users expect information to be available in their language and on their device of choice. The engagement cycle involves listening to understand customer needs in different languages and markets, being relevant by localizing content for different channels and communities, and engaging customers throughout their journey in a consistent manner across languages. The challenge is assembling a localized customer experience across many websites, languages, and social media platforms to meet evolving user expectations for digital and localized content.

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    The document discusses the importance of providing a multilingual customer experience. It notes that users expect information to be available in their language and on their device of choice. The engagement cycle involves listening to understand customer needs in different languages and markets, being relevant by localizing content for different channels and communities, and engaging customers throughout their journey in a consistent manner across languages. The challenge is assembling a localized customer experience across many websites, languages, and social media platforms to meet evolving user expectations for digital and localized content.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    27 views23 pages

    Truscott Presentation Social Necesity

    Uploaded by

    lvm1234
    The document discusses the importance of providing a multilingual customer experience. It notes that users expect information to be available in their language and on their device of choice. The engagement cycle involves listening to understand customer needs in different languages and markets, being relevant by localizing content for different channels and communities, and engaging customers throughout their journey in a consistent manner across languages. The challenge is assembling a localized customer experience across many websites, languages, and social media platforms to meet evolving user expectations for digital and localized content.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 23

    The Multilingual Customer Experience

    Ian Truscott
    VP, Products North America WCM Division @iantruscott

    Who are SDL?


    Develop software and language services Products that manage structured global content, digital marketing & translation Founded in 1992, provide solutions to 1500 customers, including 42 of the top 50 global brands in the world Global, 90% revenue outside the UK HQ

    Global Information Management

    Global Information Management helps companies engage with their customers throughout the customer journey from brand awareness, to sales and after-sales support and across languages, cultures and channels.
    Global Information Management - A Strategy for Business

    About this Presentation


    Customizing the multilingual customer experience deliver targeted online information based on geography, user preferences, channel and visitor demographics Users are increasingly using social media and different devices next to the 'traditional' web and offline media. Information that was previously unavailable or inaccessible is today shaping their opinions and buying behaviour. Themes As a result, users' expectations have changed and have Social media and different them. raised the bar for any organization that interacts with devices Information targeted and relevant to They expect that information is alwaysshaping opinions Users expectations have device of their needs, available in their language and on the changed their choice. Relevant content, in their language and on the device of their choice.
    4

    Dont Take our Word for it..

    The Persuasive Content Architecture

    The Age Of Digital Business

    90% of HPs customers buy based on content, not on touching the product*

    Only 15% of purchasers are very comfortable buying online in nonnative language**

    69% of HPs revenues are generated from outside of the US*

    Buyers are 3x more likely to buy from a known brand but 40% will buy a localized product**
    6

    * Gilbane Globalization blog Mary LaPlante, 2008 **(c) Common Sense Advisory 2008, Proof Localization Matters - Organizations with more than 250 employees.

    The Engagement Cycle

    Listen

    Not just speak, but to listen.. People are talking..

    Source: Techcrunch, data from Semiocast http://techcrunch.com/2010/02/24/twitterlanguages/


    8

    Listen
    That 50% of Tweets in English will only diminish Internet access is at 70% in English speaking world, yet only: 34.3 percent, of China's population was using the Internet at the end of last year* Latin America/ Caribbean has 34.5% internet penetration**

    Can we listen to that?

    *China Internet Network Information Center (CNNIC) ** InternetWorldStats - http://www.internetworldstats.com/

    Listen
    Example: Social Media Monitoring Understand audience sentiment Monitor for customer feedback / complaints To find influencers and advocates How do we do that if we dont understand the language? How will brands manage the volume?

    10

    Understand
    To deliver relevant content we need to understand the audience Find groups with common interests (psychographics) across language, demographics and geographies Their user generated content drives buying decisions, How do you leverage this in new markets?

    11

    Understand

    Need to facilitate these global conversations Connect multi-lingual communities

    12

    Be Relevant
    Use this understanding to deliver relevancy

    Be where the user is Re-purpose content by channel Re-purpose content by community

    First step to relevancy be local

    13

    Be Relevant

    iPads

    Smart Phones

    Facebook

    Television

    Twitter

    YouTube

    Search

    14

    The Engagement Challenge


    Your Customers Journey
    ProspectResearch Customer Support Product Requirement In-depthAcquaintance Market Assessment Operations Development Marketing & Sales Service & Research &Support Ensure the developcan be produced optimally Ensure the best the best product Create and productafter-sales experience Promote and sell the product and customer and shipped to the market in the market satisfaction

    The need towebsite and want a consistentor You go toyouknow how to use more you need less a understand, the the product You need a to find relevant information quickly expect solution support service experience but with local relevancy

    Online Documentation
    iPads Smart Phones Facebook Television Twitter YouTube Search Packaging Websites User Interfaces

    Brochures FAQs Product Information Documentation

    Distribution Call Center Targeted Campaigns Specifications

    Your Organization

    15

    The Engagement Challenge


    Your Customers Journey
    Prospect Requirement Market Assessment In-depth Research Product Acquaintance Customer Support

    Research & Development

    Operations

    Marketing & Sales

    Service & Support

    Your Organization

    16

    Engage
    Challenge: Assemble a relevant local experience

    70-80 websites 60 languages Social media presence and campaigns


    17

    Engage
    Not just marketing folks are coming to your website on a mission to do something..

    18

    Engage
    Not just marketing your technical documents are the new sales collateral

    we go to the Web: to make better decisions. [they have] our attention. We want to check up. We want to verify. We want detail. We want facts. ..what happens AFTER we buy this thing
    Gerry McGovern - CEO of Customer Carewords
    http://giraffeforum.com/wordpress/2011/02/27/technical-documentation-is-the-new-sales/

    19

    Engage
    Expectations are not just digital Social media is now customer service not just marketing Customer service needs to be hooked into this across all channels Customer service needs to be local

    20

    The Engagement Cycle

    21

    Conclusion
    Themes Social media and different devices Information shaping opinions Users expectations have changed Relevant content, in their language and on the device of their choice.

    Creates demand for more languages , more content and automation to cope

    22

    Thank you

    Ian Truscott
    VP, Products North America WCM Division @iantruscott

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