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TRANSCRIPT
A Presentation at CII BPO Publishing Conference
By
Vijayalakshmi Rao
COO & Director,
Scope e-Knowledge Center Pvt. Ltd.
April 2011
Agenda
• Scope’s offerings
• Changing Customer Environment
• What Does this Mean to us?
• Imposing Expectations• Imposing Expectations
• The Outsourced Value Chain
• Typical Quality Parameters / Norms
• Challenges Faced
• Addressing Challenges
• Case Studies
Scope’s Offerings
Content Enhancement & Knowledge Services
• Content abstraction
• Technical Data Extraction
Intellectual Property (IP)& Research services
Information providers
Corporates
Corporates
• Technical Data Extraction
• Keyword / semantic indexing
• Taxonomy, Thesaurus & ontology
• Editorial services
• Content creation/re-purposing
• Multimedia Transcription
• Integrated Publishing Support
• Data cleansing / update / creation
• Vertical search
• Catalog management
• Patent searches
• Landscape analysis / Licensing evaluation
• Competitor Analysis
• Company Profiles
• Industry / Market Reports
Master Data Management
Transforming data into knowledge Helping create defensible intellectual property
• Enterprise Content Management (ECM)
• Customer Data Integration (CDI)
• Product Information Management (PIM)
• Spend Management (SM)
End-user related
• End-users operating in a scenario of information overload and multiple choices
• Positioning and ‘branding’ of publishers being determined not by ‘what content’ but by ‘what best of
content’
• End-users using content not just for information but for decision making
Changing Customer Environment
• End-users using content not just for information but for decision making
Industry related
• Industry highly crowded and competitive; consolidation yet to happen
• Increasing demand for specialized products warranting higher levels of customization
• Adoption of agile and lean publishing strategies to enhance productivity and reduce costs
Technology related
• Technology turning out to be a key driver of content creation and delivery
Changing Customer Environment
-25%
67%
• Need to cope with new delivery methodologies and formats
Many of these challenges are being pushed backwards to Many of these challenges are being pushed backwards to
editorial service providers in the name of
‘higher quality standards’
What Does this Mean to us?
Some client quotes…
• “Quality is today a multidimensional concept. We expect much better
quality in-built with more stringent cost and service level standards”
• “ Yesterday’s excellence is today’s standard and tomorrow’s
mediocrity…we expect quality to keep improving with time”mediocrity…we expect quality to keep improving with time”
• “Higher the value add, lesser the margin for error as more critical
decisions could be taken by the user – hence, tougher the Quality
Standards”
• “We are not sourcing the raw material from you. We are looking for a
manufactured product”
These expectations are changing the way Quality is being defined, expected and measured
Sign-offs mandated at critical stages
Quality Penalties and Bonuses
Expanding definition of errors
Imposing Expectations
Expanding definition of errors
Re-scoping more errors as fatal errors, Fatal errors mean immediate rejection and rework
Expectations of Continual improvement in quality
Say in deployment of quality auditors and editors
Periodic price reduction demands – Productivity gain sharing without compromising on quality
Lack of transparency in sharing their quality tools and methodologies
Imposing Expectations
Assessment of internal quality standards and methodologies
Sharing of quality manuals by vendors, best practices and norms across vendors fixed as targets
Third party audit of quality
Copy / Basic / Technical
Editing /
Basic & Value
Linguistic Data Abstractio Content
The Outsourced Value Chain
Increasing complexity of work
Editing / Localizing /
Proof reading
Value Added
Database Services
Linguistic Services
IndexingData
Extraction Abstractio
nTaxonomy
Content Creation
Increasing subjectivity in quality
Typical Quality Parameters / Norms
• Parameterized Quality measures like
– Accuracy, Comprehensiveness, Relevancy, Selection Quality, Content Quality, Editorial Quality
applicable in varying degrees, across the value chain
• Selection and Editorial Quality normally have 98-100% as targets • Selection and Editorial Quality normally have 98-100% as targets
• Targets for others could be between 95% and 99%
• Fatal, Critical and Other errors based on perception of or impact on user
• Specific client needs parameterized and measured against a target, occasionally improvement over past performance
• Complex work entails subjective measures of quality including peer and multiple levels of review
Industry
• Availability of professionals with aptitude for BPO/KPO publishing work, good English skills
• Increased dependency on error
• Absence of industry standards, sharing of best practices long way to go, to some extent lack of collective bargaining power
Challenges Faced
People Process
Industrywork, good English skills and ability to deliver high quality work consistently
• Increasing salary and hiring costs
• Training and retention of experienced quality auditors
• Increased dependency on error correction rather than error free content creation
• Building and deployment of suitable tools to measure quality
Addressing Challenges
People
• Understand and simulate the end user to get a end-to-end perspective of what the publisher wants and
• Don’t compromise on the quality of resources you hire
• Continually train and groom quality ‘auditors/enhancers’
• Build quality into the process. Get quality right the first time
Customer Process
Peoplethe publisher wants and needs
• Aim to go beyond what the customer wants-value enhancements fetch a premium!
• Aim for continuous productivity improvements, be transparent and share the same with the customer
• Use technology effectively; a lot of quality issues can be addressed through automation
• Disseminate client feedback to all and convert it into process changes, parameter changes and target changes
Build a culture of quality in the organization
Case Study (Abstraction)
Client Publisher in Engineering domain
Input Scanned Images of Technical Documents
Output Informative Abstracts that capture the key points and essence of the
articlearticle
Quality Targets Abstract Quality (Both Content and Language) – 99%
Challenges • Getting Good Engineers for a Documentation Job
• Combination of the two Es - Engineering and English skills
Abstraction - Approach
• Process split into several stages depending on skill sets needed Eg. Less
experienced Engineer drafts Abstract, Experienced Engineer improves the
Abstract content, Specialist Copyeditor improves the language
• Independent Quality Auditor audits both content and language
• Workflow tool assists filling information common to different fields
• Rigourous training provided to ‘think and deliver’ abstracts
• Internal quality targets much higher than client targets
Case Study- (Chemical News Indexing)
Client Publisher in Chemical domain
Input Scanned Images of Chemical Journals
OutputText File containing extracts covering relevant business events in the Chemical Industry, published in journals
ChallengesGetting Good Analyst for understanding and indexing the key excerpts of the business eventsSpeed, relevancy and accuracy of indexing critical
Target Audience
Decision makers who are interested in the management, investment, marketing and production aspects of the chemical industry
Indexing - Approach
• Selecting suitable articles for indexing based on type of information content.
• Identifying relevant keywords that represent the core concept of the article and as well capturing relevant company and personnel names
• Understanding the essence of the news and writing extracts / abstracts and refining titles.
• Indexing keywords and classifying them under relevant sections depending on the nature of • Indexing keywords and classifying them under relevant sections depending on the nature of the article.
• Design & presentation in the required format
Quality Parameters Internal Target Client Target
Selection Quality 98% 95%
Field Quality 98% 95%
Keyboard Character accuracy 100% 99.99%
Thank You