SDL - Het belang van taal voor de online customer experience (e-travel summit 2015)

Het belang van taal voor de online customer experience – met success stories van AccorHotels en Tripadvisor

Astrid van Santen

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Video:

https://www.youtube.com/watch?v=sAz_UvnUeuU

https://www.youtube.com/watch?v=sAz_UvnUeuU

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NIETS is PERSOONLIJKER

dan TAAL

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< 27% van de

internetgebruikers spreekt

Engels

Internationale markten zijn

de sleutel tot het succes

van jouw onderneming

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Je hebt 8 seconden om de

aandacht te behouden

Spreek je hun taal niet – dan ben

je niet relevant

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Waarom vertalen? “Can’t Read Won’t Buy”

72%

…of consumers spend most of their time on websites in their own language

…of consumers said that the ability to obtain information in their own language is more important than price

72%56%

More than half of consumers are willing to pay MORE if you

give them information in their OWN language.

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Confidential SDL plc © 2015

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Taal speelt een rol in elke stap van de customer journey… Vooralverbinding en de klanten “advocate” te laten worden van jouw dienstis heel erg waardevol!

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Alles op het web is internationaal

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Waarom verlaten klanten websites?

Copyright 2014 by Common Sense Advisory, Inc.

Unauthorized reproduction & distribution prohibited

100%0 10 20 30 40 50 60 70 80 90

International

Average

Russian

Spain

Brazil

Indonesia

Germany

France

Egypt

China

Turkey

Japan

I accomplished what I came for and left

The navigation is not in my language

The site requests too much personalinformation

The site keeps reverting to English

The site is slow to load and crashes

I abandoned the shopping cartdue to transaction problems

There is too much animationor too many graphics

31% 23% 12% 10% 10% 9% 5%

42% 19% 9% 15% 7% 4% 4%

39% 25% 6% 10% 9% 8% 3%

39% 32% 12% 5% 8% 9% 4%

39% 11% 11% 6% 13% 13% 7%

36% 22% 12% 7% 9% 8% 6%

31% 23% 10% 17% 8% 9% 2%

29% 18% 19% 9% 9% 7% 9%

22% 27% 10% 12% 17% 7% 5%

19% 31% 15% 11% 6% 9% 9%

17% 31% 11% 10% 13% 12% 6%

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Product naam:

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“The Sea is Calling”

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In China =

“The Sea is calling”

… de dood

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Hoeveel talen heb je nodig?

*Source: Assessing the World’s Most Prominent Websites, Common Sense Advisory, December 2013

○ Het gemiddeld aantal talen

ondersteund door commerciele

websites blijft groeien

○ 27 is het gemiddelde # Languages

○ Er is een correlatie tussen het aantal talen

die een bedrijf ondersteund en de financiele

prestaties*

– Meer content is meer omzet

– Meer content heeft een correlatie met

een hogere omzet

– Toename van vertaalbestedingen

correleren ook met een hogere omzet

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Welke talen doen ertoe?

Common Sense Advisory Infographic

http://ow.ly/i/OGva/original

Om 90% van de internationale online Economische kansen aan te spreken:

Zijn er 13+ talen nodig

1. English

2. Japanese

3. German

4. Spanish

5. French

6. Chinese

7. Italian

8. Portuguese

9. Dutch

10. Korean

11. Arabic

12. Russian

13. Swedish

90%

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En er is een ware

content explosie…

En die uitdaging

wordt vele malen

groter op de

internationale

markt

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ContentGlobal

Markets

Big

Language

Challenge

Language complexity blijft groeien….

… hoe los je dit op?

Groei

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Internationale marketeers en taaluitdagingen

Email/Campaign Translation

Multilingual Chat

Customer Reviews/USG

Video Localization

Website Localization

Transcreation/Marketing TranslationCultural Consulting

International SEO/SEM

Technology/Platform

Mobile/Apps

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En in deze landen is video ongekend populair!

Source: “Where Is Digital Video Viewing Most Popular?”

eMarketer, August 2014

“Iedere online bezoeker kijkt zeer regelmatig

videos.”

95.9%

South Korea

92%

Spain

91%

Italy

90.1%

Mexico

89.6%

China

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Media Services die je kunnen ondersteunen

(or Subtitling)

Amateur Voiceover Professional Voiceover(or Subtitling)

Vo

lum

e

Interviews &

Focus

Groups

HR Training

Social Media

Just-in-Time

Training

Webinars

eLearning

Product Videos

Executive

Interviews

Video Case Studies

Video Games

TV Shows

Feature Films

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Het juiste vertaalprocess voor de juist prijs op de juistetijd:

Qu

ali

ty

Volume

Human Translation Machine Translation

Blogs

User Forums

Reviews

Chat

Email

Support

FAQ

Websites

Wikis

Knowledge

Base

Alerts/

Notifications

Help

User

Guides

Documentation

Post-edit

Newsletters

Advertising Content

Legal

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Different content.. Different solutions

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Bij vertalen voor organisaties komt veel

kijken…

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Translation

management

Machine

translation

Translation

servicesTerminology

Translation

Productivity

Customer

Journey

Analytics

SDL Language

…een geintegreerd platform, waarbij het beste van twee werelden op het gebied van techniek en services samenkomt kan enorm helpen!

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What is Translation Memory (TM)?

…is a database that stores "segments", which can be sentences, paragraphs or sentence-like units (headings, titles or elements in a list) that have previously been translated, in orderto aid human translators

TranslationMemory

Source Text &Translation Units

o The translation memory stores the source text and its corresponding translation in language pairs called “translation units”.Individual words are handled by terminology bases and are not within the domain of TM

What HAPPENS…if you don’t centralize TM?

Maximizecost-savings byexpanding yourcontent re-use strategy across departments/divisions and languages

Enhances brand representation and improves quality through consistent messaging

Why…is it importantto centralize TM?

You are payingto translate the same content multiple times

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Potential benefits of Centralising

A typical client savings overview

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Unique global footprint

THE NETHERLANDS

BELGIUM

UKIRELAND

FRANCE

SPAIN

ITALY

SLOVENIA

CROATIA

HUNGARY GREECE

TURKEY

LEBANON

ROMANIA

CZECH REPGERMANY

POLAND

DENMARK

NORWAY

SWEDENFINLAND

RUSSIA

PR CHINA

INDIA

THAILAND

SINGAPORE

TAIWAN

SOUTHKOREA

JAPAN

BRAZIL

CHILE

UNITED STATES

CANADA

Americas Europe Asia

350 employees in 9 offices 1,100 employees in 23 offices 670 employees in 12 offices

ISO 9001 / 27001 / 15038 Certification

2,120 employees Language Solutions

44 offices 38 countries

1,100 in-house translators

In country contacts & linguists

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1,100+ in-house linguists

Excellence in translation – SDL’s Unique Model

In-house linguists

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“…Would love to hear your suggestions! Whatever we can

do to make this awesome, we're all ears. That's one of

the reasons we chose SDL. Hit us with best practices!”

~New Customer, Home Away


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“If you talk to a man

in a language he

understands, that

goes to his head. If

you talk to him in his

language, that goes

to his heart.”

- Nelson Mandela

There is only one language…

…the language of your customer

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SDL Linguistic Services

More Than Just Translation

Engineering

& DTP

Functional

& Linguistic

Testing

Global

Business

Consulting

Video &

Audio

Translation

International

SEO

Translation

intelligent

Machine

Translation

iMT

Website

Translation/

Transcreation

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SDL Brings the World to the World’s Top Travel and Hospitality Brands

Airlines

PortalsCruise Hotels

Tourist Bureaus

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Case Studies

Customer Reviews / Tripadvisor

o 60 Billion words

o 14 Languages

o SEO Focused on Native Languages

Hotel Descriptions / Kuoni

o 30 Million Words

o Machine Translation / Workflow

o Trustscores

Airline Website Content

o Management of 25 vendors globally

o 25 million words

o 30 languages

Product: Use Case / Company:

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Ask about our case studies…

Supports

21,000 daily

bookings in

145 countries

Localized

websites in

more than 60

countries

Translates

4,000

websites into

7 languages

Translates

over 2 billion

words per

month into

13 languages

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72 out of the top 100 global brands work with SDL

○ Prediction & real-time targeting

○ Analytics

○ Campaign management

○ Content management

○ Globalization management

○ Omni-channel delivery

Leading Global

CXM Capabilities

Publicly traded

company (LSE:SDL)

Rated #1 in web

content management

for Customer

Experience

#1

1,500enterprise customers

38countries

70offices

3,300+

EmployeesWorldwide

Powering marketing

campaigns for 400+

global brands

7 BILLION words translated

every month

Enabling companies

to communicate with

customers in 100+

countries

Over $100M in

conversion is driven

by our predictive

recommendation

engine each year

Founded in 1992

$430Mannual

revenues

SDL Language Services Global Footprint

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Commitment to Customer Satisfaction

SDL addresses my translation

services needs in a

responsive manner99%

Customer Retention: I plan to

continue my relationship with

SDL99%

SDL delivers my translation

projects on time98%

97%

SDL’s in-house translation

model is important for language

quality and consistency

94%

The language quality

delivered by SDL meets my

expectations

90%

Overall Satisfaction: I am very

satisfied or satisfied with SDL’s

translation services

2013 Customer Satisfaction Survey

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Leading Technology, Services & Consultancy

Global ConsultancyGlobal Consultancy

APIs

SDL Language Platform

Translation

Management

Automated

Translation

Translation

Productivity

• Translation

• Website translation

• Global SXO/SEO

• Video Translation

• Intelligent MT

• Software Engineering

• Testing & QA

Translation

ServicesTerminology Global Insights

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Accor:

http://www.sdl.com/nl/video/accor-cs-video/87751/


SDL and Accor

The digital customer experience

Accor Res and Rev — SDL E-Shop — January 2015

Extend our lead and become aneven more well-known hotel group

3600HOTELS

OVER

170,000STAFF ACROSS

ACCOR BRANDS

APPROXIMATELY

460,000ROOMS

OVER

14BRANDS FROM LUXURY

TO ECONOMY

5536MILLION EURO IN 2013

REVENUE

HOTELSERVICES

HOTELINVEST

TWO FIELDS OF

EXPERTISE


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ACCOR

OVERVIEW

GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT

Leading operatorWORLDWIDE

ROOMS460,000 HOTELS3600 COUNTRIES92

* Number of rooms in the hotel portfolio as at December 31, 2013

NORTH AMERICA

LATIN AMERICA

AND THE CARIBBEANHOTELS 242ROOMS 38,143

9%*

AFRICA AND

THE MIDDLE EASTHOTELS 148ROOMS 27,436

6%*

ASIA-PACIFICHOTELS 567ROOMS 109,169

24%*

EUROPE (outside France)HOTELS 1063ROOMS 142,755

31%*

+68,000PLANNED

+26,000PLANNED

+17,000PLANNED

+26,000PLANNED

+780 HOTELS

PLANNED

+136,000 ROOMS

1 hotel opened every 2 days

FRANCEHOTELS 1543ROOMS 139,940

30%*

+5000PLANNED


ACCOR

OVERVIEW

GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT

A Large Brand Portfolio

ECONOMY

MIDSCALE

LUXURY AND UPSCALE

In France

REGIONAL BRANDS

In Asia


ACCOR OVERVIEW GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT

The digital customerexperience

DreamSearch

Book StayShare Grow

loyal


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The new Accor experience

360°digital

280 MVISITORS

TO ACCORWEBSITES

DREAM

WELCOMEONLINE

CHECK-IN AND CHECK-OUT

BOOK

12 MKEYWORDS

PURCHASED BY ACCOR WORLDWIDE

SEARCH

STAY

+10,500NEW MEMBERS PER DAY

LE CLUB ACCORHOTELS

GROW

LOYAL

2.2 MILLION FANS ON FACEBOOK

SHARE

1BOOKING EVERY

2 SECONDS

ACCOR WEBSITES


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The Accor Distribution Solution

Traditional

Agencies

(TTAs)

Indirect web

(OTAs)

Direct web

and mobile

Call centers

Clusters and

hotels via TARS

(intra)

Directly with the hotel

3.4%

14.4%

18.2%

16.1%

7.3%

40.5%

Contribution of the channelin 2014 (world)

Calls,emails

Walk-in

OfflineOTAs


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Distribution Channels Connected in Real Time

Res and Rev — October 20144

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TraditionalAgencies

(TTAs)

Indirect web

(OTAs)

Direct web

and mobileCall

centers

Clusters and

hotels via

TARS

(intra)

Search for

availability

in real time

http://www.hotel.de/Homepage?cpnll=1808&lng=FR&cpn=1654

http://www.hotel.de/Homepage?cpnll=1808&lng=FR&cpn=1654

http://r3.hotelbeds.com/public/index.html

http://r3.hotelbeds.com/public/index.html

http://www.travelplaza-europe.com/home.html

http://www.travelplaza-europe.com/home.html

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Content is key

o We are both a supplierand a competitor

o For the Internet user, we are only differentiated

by the content of the descriptions

o We need to maintain exclusivity so that our hotels

are selectedand the booking is made

via our websites



Translation: Our

objectives in 2007

Establish distribution partnerships

Share and distribute content

Suggest the language of the host country

Provide the resources required to quickly roll

out new languages

Take a professional approach to the

translation process

Automate a complex workflow

Absorb variations in the volume requested

Guarantee timescales Following a call for tender,

SDL was Accor's first choice from the three finalists.



Global Presence in 38 countries (70 offices)

Human translation

Flow management process adapted to the client's requirements

Cost control using an industrial process and integrated solutions

Absorption of surges in demand

Quality process

New languages implemented quickly

Which has led

to the choice of

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Translation Requirements


Automated translation workflow

Validation

TARS

OTAOnline Travel

Agencies

Translation

memoryGlossary

Style

guides

On-demand translation portal

1 2

Quality

Monitoring

GDSGlobal Distribution

Systems

MetaMetasearch

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Languages Per Hotel


0

1000

2000

3000

4000 3744

2754 2753

2000

16461511

1081

655571 565 530

German

Spanish

French

English

Italian

Dutch

Portuguese

Chinese

Brazilian

Russian

Japanese

Polish

Indonesian (Bahasa)

Korean

Arabic

Turkish

Swedish

Languages Per Hotel

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Allow Guests to Browse the Website in their Own Language —Increase Occupancy and Revenue


32 local versions of websites or mini sites with

suitable translated content

2014: Arabic

+30% revenue from

Middle East

Indonesia

50% of revenue from the

Bahasa website

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Why 17 Languages?Significant Increase in the Number of Visits


Translation figures


3750 hotels involved in the translation

program

7 to 17 languages according to Top

Destination

14 million words per year

55,000 words per day

Database containing 4 million words

1000 in-house translators

Leading-edge translation technology

A seven-year smooth and continuously

refined partnership

Up to 10,000 referenced independent

resources

• TripAdvisor wanted to expand the reach of its English user

generated reviews to its European market. To achieve this it

needed an efficient and cost effective translation solution

that could scale to handle the millions of user generated

articles created each year.

• Volledig geautomatiseerde vertaling voor user reviews

• 13 talen

• Duizenden reviews worden elke week vertaald

• 1.6 Billion woorden per maand en dat aantal neemt enorm toe

• Groei in hits op de site, mensen blijven langer op de pagina, meer

page views, en deelnemers in andere talen en SEO

User generated content!!!

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http://www.sdl.com/video/ct-mandarin-oriental/74862/

http://www.sdl.com/video/ct-mandarin-oriental/74862/

60Accor Res and Rev — SDL E-Shop — January 2015

SDL - Het belang van taal voor de online customer experience (e-travel summit 2015)

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Transcript of SDL - Het belang van taal voor de online customer experience (e-travel summit 2015)