2. Your partner in Global CXM
Publicly traded company, long-term
stability and $430M annual revenues
2,700+ employees, 70 offices, 38 countries
1,500+ enterprise customers and partners
2
Innovative technology and services for
enriching global customer experiences
Award-winning technology and services
Serving 72 of the top 100 global brands
(Source: Interbrand 2012)
3. SDL - Language Solutions Division
Technology
Consultancy
Marketing Translation
Translation Management
Services
Best Practice for:
Technical Translation
Translation Management
Testing & QA
Terminology
Management
Automated Translation
Translation Memory
Global SXO/SEO
Software Engineering
Translation QA and
Client Review
Media Services
Controlled Authoring
iMT
Terminology
Management
Developing KPIs
Translator productivity
World leading provider of language
technology and services
World largest network of in-house
translators
3
80%+ of world translators rely on SDL
Integrated solutions for managing language
and culture
Focus on quality and efficiency
6. Defining Global Customer Experience Management
6
CXM is a strategy and practice for managing customer experiences
online and offline to acquire, retain, and turn customers into satisfied,
loyal brand advocates and ambassadors.
7. Three business requirements for Global CXM
Understand your
audiences’
interests and
motivations
Create relevant
experiences for your
customers, regardless
of channel
7
Align your
organization across
channels, markets,
languages and teams
10. Luca Bruno / AP
Vatican City, Pope announcement
1
2005
2013
Michael Sohn / AP
11. The digital revolution has only started
Only 1/3 of world population has internet access
2/3 of the world left to go
Smartphone sales overtook PC sales in 2011
Overtook feature phones April 2013
11
12. Global e-commerce market
North America
€294.2bn
Europe
€311.6bn
Middle
East/North
Africa
€10.8bn
Total ecommerce
market 2012
€889bn
Latin America
€42.1bn
APAC
€227.8bn
16. The online content explosion
PPC
Product
Help Content
Descriptions
Support
Content
Press
Releases
Knowledge
Base
Case Studies
User guides
Whitepapers
Blog Posts
Graphics
Reviews
Customer
insight
Video
Advertising
Website
Chat
Online
Consistency, relevancy, value
16
Social Posting
18. Top 10 languages of Internet users
17%
27%
2%
3%
3%
3%
4%
4%
5%
8%
Internet World Stats, Miniwatts Marketing Group
24%
English
Chinese
Spanish
Japanese
Portuguese
German
Arabic
French
Russian
Korean
Other
19. Global customer experience
90% choose a
native language
website when
available
70+ languages
are supported by
twitter and
facebook
78% more likely
to buy if user
instructions in
their language
82% more likely
to buy if
promotional
material in their
language
81% of people
more likely to
buy if technical
documentation in
their language
60% in Japan
and France will
not buy from a
site in another
language
21. 1. Rethink global integrated marketing worldview
Marketing
Analytics
Operations
Websites
SEO
Marketing
Automation
Online
Events
CMS
.
CRM
Database
CONTENT
Languages
Inside
Sales
PPC
PR & AR
Ads
Outbound
21
Inbound
Social
Offline
Events
Email
Direct Mail
22. 2. Master the modern marketing must-haves
1. Content Strategy | Content Marketing
2. SEO
3. Social Media
4. Online Advertising/PPC
5. Marketing Automation
6. Marketing Analytics
7. CRM
22
23. 3. Map modern marketing pillars to CXM
23
CXM is a strategy and practice for managing customer experiences
online and offline to acquire, retain, and turn customers into satisfied,
loyal brand advocates and ambassadors.
24. 4. Map your global content strategy to CXM
A. Content audit, inventory, and mapping
B. Content planning, calendar, and project management
C. Content editing (tone, voice, quality, readability)
D. Content design, presentation and optimization
E. Content translation and localization
F. Content publishing and distribution
G. Content management and curation
H. Writer resources and in-house content expertise
24
27. 7. Consider your current marketing skillset
Inbound
•
•
•
•
•
•
27
Content
Languages
Websites
SEO
Social Media
Online Events
Outbound
•
•
•
•
•
•
•
Email
Ads
PPC
Direct Mail
Offline Events
PR & AR
Inside Sales
CONTENT
Operations
• CMS
• Marketing
Automation
• Marketing
Analytics
• CRM
Database
28. 8. Look at your marketing budget allocation
28
29. Q&A
Connect with me on LinkedIn and via:
Email:
cpolewarczyk@sdl.com
Twitter:
@Christine_Mktg
Mobile:
617-869-6031
Christine Polewarczyk
Senior Director of Marketing
SDL
29
30. Additional modern global marketing resources
For a copy of these slides, please send
me an email at cpolewarczyk@sdl.com
with “Gilbane presentation” in subject line.
Thank You!
Before we get started, I’d like to introduce myself. My name is Christine Polewarczyk…I am going to talk to you today about customer experience management from a marketer’s perspective. I’m then going to dive into some of the globalization factors that you need to consider as part of a broader CXM strategy. I’ll then quickly run through the core “modern marketing” components you need to implement and integrate to effective manage CXM from a global marketing perspective.
SDL is a publically traded company with turnovers of around $430M and a long history of profitability and financial stabilityWith 70 offices across 38 countries we have the infrastructure to support both regional businesses and large global organizations. It also means we understand global business.And in the dynamic world of digital information and customer experience, SDL is committed to technology investments and innovation to drive on-going customer success
As I mentioned I work for SDL’s Language Solutions division, which has been a leader in globalization and translation for more than 20 years now.
And we have great customers. 76 out of the top 100 brands use SDL technology and services
CXM is a strategy and practice for managing what is primarily a digital customer journey – you should be asking yourself how good your organization is doing at delivering on customer experience in every stage of the customer journey, pre-purchase, purchase and post-purchaseCustomers interact with your company and brand at multiple touch points. Having a CXM strategy helps ensure those experiences are managed to maximize the mutual benefit to the customer and companyNo matter the size of the company, the experience individuals have with that company impact where they will spend their time and money. And, with customers bouncing from task to task or device to device, every company needs have a strategy to enable consistent experiences and seamless transitions across relevant touch-points. The goal of any customer experience strategy is to enable customers to get the information they need, when and where they need it, and in the language they prefer as they go through each stage of the buying cycle. Providing a great experience turns customers into repeat customers and ultimately brand advocates. What is in it for the companies that do this well? Revenue. According to a recent study by Watermark Consulting, from 2007 to 2012, CX leaders had a cumulative 43% gain in returns. CX laggards’ portfolio had a 33.9% decrease (Forrester, Winning the customer experience game, May 8, 2013)To succeed in today’s digital environment, companies need to deliver smarter, more customer-centric interactions that feel like they were tailored for each user and his or her specific set of circumstances.
At SDL, we apply a 3-pillar framework to CXM strategy and the customer journey -- insights, orchestration and context experienceIn our experience, we have found that delivering smarter, more customer-centric interactions across channels and languages starts with addressing three key business requirements for Global CXM:First, Understand your audiences’ interests and motivations. Individuals today are informed and are always connected to information to help them make decisions. Having access to the data that uncovers what will resonate and compel them to take action is a valuable piece of a global CXM strategy that enables businesses to spend smarter on customer acquisition and retention.Second, Align and integrate your organization across channels, markets, languages and teams. A common challenge we see is a company that is investing in the customer facing content and experience, but not successfully aligning and optimizing the organization and technology for maximum gains. Effectively connecting solutions and processes is a core requirement for success in GCXM. And finally, what most people think of when they think of customer experience - Create relevant experiences for your customers, regardless of channel. This omni-channel delivery is a competitive differentiator, and one that can be amplified by addressing insights and orchestration requirements as part of the GCXM strategy.
Your global CXM strategy should start with your business priorities, whether you want to leverage insights to target and spend smarter, improve how content and experiences are delivered, or create more consistent experiences across channels. Our analytics solutions, for example have helped companies like Sprint to gather insights to evaluate the landscape around its products and brand, as well as its competitors, to stay on trend and adapt its go to market strategy.Our globalization solutions have helped companies like Philips to orchestrate the translation and publishing of content across 35 languages and multiple channels, decreasing time to market for new product launches from 4 months to just weeks, and reducing global content costs by 30%And our content management solutions have helped companies like Lexus build a website that reflects its luxurious brand and delivers a relevant, contextual experience for visitors across in 29 markets and 23 languages, increasing site visits increased by over 500%.Our Campaign offerings led to open rate and click-through percentages that are well above industry benchmarksOur real-time targeting solutions have helped reduce bounce rates for online sites by 65%And we have helped companies like Mandarin Oriental create a consistent and contextual omni-channel experience, helping them exceed booking expectations, and see an ROI in just two months.
To put this all in perspective, let’s really absorb how much has changed in the past 10 years or so. Here are 2 photos of Vatican City on the day of the pope announcement, just 8 years apart. Device and digital proliferation.
And we’re still in the early stages of this digital revolution…
2012 statsMassive economic explosion in e-commerce that will only continue to grow as the remaining 2/3rds of the world come online and younger generations take over business
Global economies are rapidly changing as well. China has a rapidly emerging middle class that is expected to be 40% of the population in 7 short years.
Let’s discuss the “global” piece of “global CXM” with a bit more detail.
Channel, content and language proliferation are all happening in tandem in a digital context. This is a monumental multilingual marketing challenge that needs to be addressed. The sense of urgency is honestly lacking in many organizations still in moving quickly enough on these global and digital trends by modernizing their marketing strategies.
I added this slide just to demonstrate the number of content types and formats that organizations, marketers and content managers have to contend with in the digital world today. Multiple this by language requirements for business operations and growth…
And you can see why language is such an important variable in the global customer experience management equation.
This shows the top 10 languages of Internet users today. As you can see Chinese is second to English and worth noting as you formulate your global marketing objectives by regional business objectives.
So let’s drive this home with some stats that show how globalization and language factor into a CXM strategy.
So back to my modern marketing mandala. Now that I’ve gone through all the modern marketing components, do you consider yourself a modern marketing organization? Has your collective skillset kept up with the rapid evolution of digital marketing? Or do you still feel under equipped?
Modern marketing requires a strong emphasis on being digital and data-driven. It requires a publisher approach to communicating – with the intention of communicating with an audience, not a prospect. And it requires delivering a positive customer experience wherever it’s taking place in the world.
Go back to your customer journey. Then…CXM is a strategy and practice for managing what is primarily a digital customer journey – pre-purchase, purchase and post-purchase…Customers interact with your company and brand at multiple touch points. Having a CXM strategy helps ensure those experiences are managed to maximize the mutual benefit to the customer and companyNo matter the size of the company, the experience individuals have with that company impact where they will spend their time and money. And, with customers bouncing from task to task or device to device, every company needs have a strategy to enable consistent experiences and seamless transitions across relevant touch-points. The goal of any customer experience strategy is to enable customers to get the information they need, when and where they need it, and in the language they prefer as they go through each stage of the buying cycle. Providing a great experience turns customers into repeat customers and ultimately brand advocates. What is in it for the companies that do this well? Revenue. According to a recent study by Watermark Consulting, from 2007 to 2012, CX leaders had a cumulative 43% gain in returns. CX laggards’ portfolio had a 33.9% decrease (Forrester, Winning the customer experience game, May 8, 2013)To succeed in today’s digital environment, companies need to deliver smarter, more customer-centric interactions that feel like they were tailored for each user and his or her specific set of circumstances.
Map your content strategy and content marketing plans to it. Note that content strategy is the parent of content marketing and requires the strategic definition and management of a lot of different interdependent components. You need all of these in place to do content marketing well. Content strategy is also a massive pillar of a modern marketing strategy. It really is the foundation of integrated marketing if viewed through the right lense.
In terms of content marketing, keep mixing it up. Keep trying out new media and content types. Don’t just keep repeating the same formulas without adding new things to the mix on a regular basis. Stay creative, try new templates, don’t get boring. Also, revisit your content marketing plans and processes with the globalization factor in mind. What is your language/translation/global strategy for the content you create? Are you managing your content properly at a global level for maximum benefit and repurposing? And remember…
Your global CXM strategy should start with your business priorities, whether you want to leverage insights to target and spend smarter, improve how content and experiences are delivered, or create more consistent experiences across channels. Our analytics solutions, for example have helped companies like Sprint to gather insights to evaluate the landscape around its products and brand, as well as its competitors, to stay on trend and adapt its go to market strategy.Our globalization solutions have helped companies like Philips to orchestrate the translation and publishing of content across 35 languages and multiple channels, decreasing time to market for new product launches from 4 months to just weeks, and reducing global content costs by 30%And our content management solutions have helped companies like Lexus build a website that reflects its luxurious brand and delivers a relevant, contextual experience for visitors across in 29 markets and 23 languages, increasing site visits increased by over 500%.Our Campaign offerings led to open rate and click-through percentages that are well above industry benchmarksOur real-time targeting solutions have helped reduce bounce rates for online sites by 65%And we have helped companies like Mandarin Oriental create a consistent and contextual omni-channel experience, helping them exceed booking expectations, and see an ROI in just two months.
Take a good look as a whole team and address it. Do you have all of these skills/areas of expertise covered on your existing team? Where are the gaps? Are you weighting your resources and budget appropriately and in logical proportions? Hire people, train people. Figure out what needs to happen to make sure you have all these bases covered. If you don’t, you can’t execute modern, multilingual, multichannel marketing or deliver an effective customer experience. Creative, analytical, and technical expertise required. Marketing is now an art and science.
The quickest way to understand your marketing culture and assess where you are in your digital transformation is to look at how you allocate your marketing dollars. It’s the easiest way to see what you really care about instead of what you say or think you care about. If you’re spending 70% of your money on traditional marketing activities, for example, then you are falling behind in digital marketing and global CXM. Go back and look at your budgets based on regional growth objectives (factoring in languages) and on where you’re falling short in digital marketing and optimizing your customer experience online.