2011 Mandate:A Global Approach to Customer Experience

Global Content Strategies Conference

3 November 2010

Mary Laplante

Vice President and Senior Analyst, Gilbane Group

2© 2010 Gilbane Group, a Division of Outsell, Inc.

“My opening act was going nowhere. There’s a kind of psychological aspect to opening. Even if you killed and you’re better than the headliner, they only remember the headliner.”

-- Steve Martin

3© 2010 Gilbane Group, a Division of Outsell, Inc.

“Every company provides a customer experience. Your company does too, regardless of whether you create it consciously. That experience may be good, bad or indifferent, but the very fact that you have customers, you interact with those customers in some manner, and provide them products and services, means that they have an experience with you and your brand. It's up to you whether it's superlative, awful or industry average.”

-- Understanding the Customer, Adam Richardson, Harvard Business Review blog

4© 2010 Gilbane Group, a Division of Outsell, Inc.

Forrester Research Customer Experience Index 2010

Average overall budget for website spend in 2009

US large companies: $2.2 million (domestic only)

Global companies average $3.5 million for international sites

Forrester, “2009 Web Site Spending Trends”, Feb. 2009

5© 2010 Gilbane Group, a Division of Outsell, Inc.

2009 business objectivesat companies delivering global content

Improved global/product

brand management

9%

Time to market/simship

9%

Revenues for established

geographies12%

New product lines for specific

market17%

Revenues for emerging

geographies20%

Global customer satisfaction

33%

Gilbane Group, Multilingual Product Communications, 2009

6© 2010 Gilbane Group, a Division of Outsell, Inc.

Forces influencing content investments

• The enterprise as network

•Tying together processes and constituents

• Demand for immediacy and interactivity

•Always-on connectivity, expectation of immediate or near-immediate response, rich media

• Pervasive emphasis on global customer satisfaction

•Executive commitment, enterprise-wide

- Smart Content in the Enterprise, Gilbane Group, 2010

7© 2010 Gilbane Group, a Division of Outsell, Inc.

Important . . . but no strategy

“We surveyed 141 executives from large North American firms to find out about their customer experience endeavors. It turns out that 90% of respondents think that customer experience is very important for their companies and 80% are trying to use it as an area of differentiation. While the lack of funding was the top problem last year, the lack of a clear strategy has emerged as this year's No. 1 obstacle. “

Only 11% have a “very disciplined” approach

8© 2010 Gilbane Group, a Division of Outsell, Inc.

In this presentation

Globalizing customer experience

Implications for content strategies

Five topics for stakeholder discussions

Starting the conversation

Summary and questions

9© 2010 Gilbane Group, a Division of Outsell, Inc.

Gilbane Group, A Division of Outsell, Inc.

Analyst and consulting firm focused on content technologies and their application to high-value business solutions

LocationsUS: Cambridge and BurlingameUK: London

Gilbane Boston 2010November 30 – December 2 http://gilbaneboston.com

Practice areas

Web content management

Collaboration and social media

Content globalization

Enterprise search

Digital publishing

XML content and technologies

10© 2010 Gilbane Group, a Division of Outsell, Inc.

Smart Content in the Enterprise

• Key trends in XML adoption

• Next-generation applications

• Case studies

• August 2010

• Co-sponsored by SDL

http://www.sdl.com/en/xml/resources/industry-research/smart-content-enterprise.asp

11© 2010 Gilbane Group, a Division of Outsell, Inc.

Hot off the presses

• Automated translation for business users

• Benefits, challenges and getting started

Translating Social Media andDynamic Content in Real Time:New Options for Enterprises

http://www.gilbane.com

12© 2010 Gilbane Group, a Division of Outsell, Inc.

Globalizing customer experience

13© 2010 Gilbane Group, a Division of Outsell, Inc.

What do we mean by customer experience?

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One view of customer experience management

- Lynn Hunsaker, on CustomerThink.com

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What do we mean by “globalization”?

• Companies

• Products and services

• Experience

• Relationships

• Content

“Globalize” means “to make world-wide in scope or application.”

-- Princeton University

“Globalization” is the process of making ________ world-wide in scope or application.

16© 2010 Gilbane Group, a Division of Outsell, Inc.

The opportunity is proactive,formal management

17© 2010 Gilbane Group, a Division of Outsell, Inc.

Managing the global customer experience: implications for content strategies

18© 2010 Gilbane Group, a Division of Outsell, Inc.

The customer experience lens

• Listening, positioning, responding, engaging, selling, enabling, supporting

• Making customer-centric decisions about content strategies, practices, and infrastructures

19© 2010 Gilbane Group, a Division of Outsell, Inc.

Study findings include . . .

“A shift from an inward- to outward-

facing view of content practices and

infrastructures. Key drivers for broader

deployments lie in outward-facing

customer impact rather than inward-

facing operational efficiencies and cost

reductions. The connection between

content, customers, and business goals

and objectives is being articulated in

compelling ways by the organizations

that are leading the way.”

Gilbane Group, Smart Content in the Enterprise, 2010

20© 2010 Gilbane Group, a Division of Outsell, Inc.

The opportunity

“This attitude towards and focus on customer satisfaction is now becoming institutionalized — and so is having a profound impact across all enterprise functions. Customer satisfaction through positive experience is no longer limited to the managers and staff in customer support organizations. It extends to all the ways that companies touch and engage with their customers.

“It is at the nexus of these influences — connectivity, immediacy and interactivity, and customer satisfaction and experience — that new value propositions for content take shape.”

-- Smart Content in the Enterprise, Gilbane Group

21© 2010 Gilbane Group, a Division of Outsell, Inc.

Five topics for stakeholder discussions

22© 2010 Gilbane Group, a Division of Outsell, Inc.

Topics for conversation

1. Unified content

2. Speed and flexibility

3. Collaboration

4. Visibility

5. Innovation

23© 2010 Gilbane Group, a Division of Outsell, Inc.

Global Content Value Chain

The Global Content Value Chain is a strategy for movingmultilingual content from creation through consumption. The strategy is supported by practices in disciplines suchas content management and translation management.The enabling infrastructure for the strategy comprises

people, process, and technology.

create localize

enrich

manage publish consume

optimize

1. Unified Content

24© 2010 Gilbane Group, a Division of Outsell, Inc.

The customer view

create localize

enrich

manage publish consume

optimize

1. Unified Content

25© 2010 Gilbane Group, a Division of Outsell, Inc.

Unified content

Marketing and brand content

Product content

Enterprise content

Social content

1. Unified Content

26© 2010 Gilbane Group, a Division of Outsell, Inc.

Metadata and content enrichment

• Technologies are removing traditional barriers to really smart content

• Possible to relieve burden on content creators, apply it consistently, keep it current, and encapsulate business rules

• Metadata aids not just finding (text and semantic search), but also automated processing for personalization and dynamic, multichannel publishing

• Capabilities: text mining, auto-categorization, taxonomy development and maintenance, asset enrichment using data from analytics tools

New value propositions for tagging1. Unified Content

27© 2010 Gilbane Group, a Division of Outsell, Inc.

Handcrafting is good for beer . . .

• Automation

• Integration

• Metadata

• Rules engines

• Scalability

• Participants add value, not do routine work

But not for effective, efficient content globalization

2. Speed and flexibility

28© 2010 Gilbane Group, a Division of Outsell, Inc.

Scope of collaboration

“Customer experience often seems ethereal, something which appears as if by magic, and only certain companies . . . are able to conjure it on a regular basis. So here's the good news: Creating a great customer experience does not require knowledge of magical incantations. Instead, customer experiences spring from concrete, controllable elements — the touchpoints . . . Crafting a great customer experience requires enormous amounts of collaboration across groups in a company that often work independently and at different stages of product development. In many cases marketing, product design, customer services, sales, advertising agency, retail partners must all be working in concert to create even a single touchpoint.”

-- Understanding the Customer, Adam Richardson, Harvard Business Review blog

3. Collaboration

29© 2010 Gilbane Group, a Division of Outsell, Inc.

Gilbane 2010 Heat Map

create localize/translate

enrich

manage publish consume

optimize

Collaboration

Metrics

3. Collaboration

30© 2010 Gilbane Group, a Division of Outsell, Inc.

Develop cross-functional processes

0%

5%

10%

15%

20%

25%Lack of collaboration

Inconsistent terminology

Other (see below )

Lack of w orkflow integration

Single-sourcing to mutliplechannels

Synchronizingsource/translated content

Lack of project costing/mgmt

Content conversion/exchange

QualityConflicting prioritiesLack of mgmt education/visibilityLack of formal processesLack of resources

Other =

Gilbane Group, Multilingual Communications as a Business Imperative

3. Collaboration

31© 2010 Gilbane Group, a Division of Outsell, Inc.

Dashboards for stakeholders4. Visibility

32© 2010 Gilbane Group, a Division of Outsell, Inc.

What do we mean by “innovation”?

“In Gilbane’s view, new value creation is the hallmark of true innovation. We define innovation as the deployment of new capabilities—people, process, and technology—that deliver new value. In simplest terms, innovation enables an organization to do something that could not be done before. In this way, innovation is not simply a matter of scale. It is not ‘bigger, faster, better.’ Rather, innovation is a matter of fundamental, qualitative differences that result in new value for employees, partners, customers, and shareholders. “

-- The FICO Formula for Agile Global Expansion, Gilbane Group

New capabilities deliver new value

5. Innovation

33© 2010 Gilbane Group, a Division of Outsell, Inc.

Evidence in the research

• Authoring assistance at content creation to promote localization-ready content.

• Centralized terminology management that defines repeatable words and phrases for monolingual and multilingual authoring.

• Reuse processes that extend the definition of multichannel to multi-purpose, enabling consistency across product, web, operational, and enterprise content.

• Higher levels of collaboration among cross-departmental and regional content stakeholders to mitigate the risk of brand dilution or worse, brand deterioration.

• Integrated and automated processes that connect content management with translation management solutions, authoring environments, and multichannel publishing.

• Content analytics and reporting for iterative web site improvement.

• Inclusion of translated social content in emerging corporate and consumer social computing environments.

5. Innovation

34© 2010 Gilbane Group, a Division of Outsell, Inc.

Starting the conversation

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Enterprise focus in 2010/2011

create localize

enrich

manage publish consume

optimize

Cost

Value

36© 2010 Gilbane Group, a Division of Outsell, Inc.

Impact on customer experience

• Time to market delays

• Inefficiencies due to redundant translations

• Content that should be reusable but isn’t

• High customer support costs due to mediocre quality of translated content

• Time and money to retrofit translated content to meet regulatory requirements

• Time and money to deliver content for incompatible consumer devices

• Maxed out language capability, constrained by non-scalable globalization infrastructures

• Inconsistent and out-of-synch multichannel communications

• Mysterious localization and translation costs

Language afterthought syndrome

A pattern of treating language requirements as secondary

considerations within content strategies and solutions.

37© 2010 Gilbane Group, a Division of Outsell, Inc.

Summary: agenda 2011

• Provide a seamless content experience for customers

Unified content

• Optimize processes for today and tomorrow

Speed and flexibility

• Develop cross-functional business processes

Collaboration

• Provide shared insight into processes

Visibility

• Strive for new value

Innovation

38© 2010 Gilbane Group, a Division of Outsell, Inc.

Gilbane resources• Research reports

• Multilingual Communications as a Business Imperative, 2008

• Multilingual Product Content, 2009

• Multilingual Marketing Content, coming soon

• Smart Content in the Enterprise, 2010

• Practitioner Profiles

• Case studies and white papers• Philips, Cisco (coming soon)

• Webinars• 20 Oct: Cisco’s Localization Journey

• 18 Nov and Dec 9: research insights

• Gilbane Boston 2010• The Next Thing You Know… You’re Global!

• Insights from multilingual marketing content study

39© 2010 Gilbane Group, a Division of Outsell, Inc.

2010 Research and Scope

• Marketing content: websites, brochures, ads, email campaigns, social content, etc.

• Business context for multilingual requirements in today’s global economy

• Defining the global content value chain: strategies, practices, and infrastructure

• Challenges and opportunities

• Metrics and measurement

• Practitioner Profiles

40© 2010 Gilbane Group, a Division of Outsell, Inc.

Thanks and contact us

Mary LaplanteVice President and Senior Analystmary@gilbane.comhttp://gilbane.com/globalizationTwitter: @marylaplante