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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?