Het belang van taal voor de online customer experience – met success stories van AccorHotels en Tripadvisor
Astrid van Santen
3
NIETS is PERSOONLIJKER
dan TAAL
4
< 27% van de
internetgebruikers spreekt
Engels
Internationale markten zijn
de sleutel tot het succes
van jouw onderneming
5
Je hebt 8 seconden om de
aandacht te behouden
Spreek je hun taal niet – dan ben
je niet relevant
6
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.
7
Confidential SDL plc © 2015
8
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!
9
Alles op het web is internationaal
10
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%
11
Product naam:
12
“The Sea is Calling”
13
In China =
“The Sea is calling”
… de dood
14
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
15
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%
16
En er is een ware
content explosie…
En die uitdaging
wordt vele malen
groter op de
internationale
markt
17
ContentGlobal
Markets
Big
Language
Challenge
Language complexity blijft groeien….
… hoe los je dit op?
Groei
18
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
19
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
20
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
21
Het juiste vertaalprocess voor de juist prijs op de juistetijd:
Qu
ali
ty
Volume
Human Translation Machine Translation
Blogs
User Forums
Reviews
Chat
Support
FAQ
Websites
Wikis
Knowledge
Base
Alerts/
Notifications
Help
User
Guides
Documentation
Post-edit
Newsletters
Advertising Content
Legal
22
Different content.. Different solutions
23
Bij vertalen voor organisaties komt veel
kijken…
24
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!
25
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
26
Potential benefits of Centralising
A typical client savings overview
27
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
28
1,100+ in-house linguists
Excellence in translation – SDL’s Unique Model
In-house linguists
29
“…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
Confidential SDL plc © 2015
30
“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
32
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
33
SDL Brings the World to the World’s Top Travel and Hospitality Brands
Airlines
PortalsCruise Hotels
Tourist Bureaus
34
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:
35
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
36
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
37
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
38
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
39
Accor:
http://www.sdl.com/nl/video/accor-cs-video/87751/
Confidential SDL plc © 2015
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
Accor Res and Rev — SDL E-Shop — January 2015
42
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 Res and Rev — SDL E-Shop — January 2015
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 Res and Rev — SDL E-Shop — January 2015
ACCOR OVERVIEW GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT
The digital customerexperience
DreamSearch
Book StayShare Grow
loyal
Accor Res and Rev — SDL E-Shop — January 2015
45
ACCOR OVERVIEW GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT
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
Accor Res and Rev — SDL E-Shop — January 2015
46
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
Accor Res and Rev — SDL E-Shop — January 2015
47
Distribution Channels Connected in Real Time
Res and Rev — October 20144
7
TraditionalAgencies
(TTAs)
Indirect web
(OTAs)
Direct web
and mobileCall
centers
Clusters and
hotels via
TARS
(intra)
Search for
availability
in real time
48
ACCOR OVERVIEW GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT
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
Accor Res and Rev — SDL E-Shop — January 2015
ACCOR OVERVIEW GROUP BRANDS SOLIDARITY360° DIGITAL HUMAN RESOURCES SUSTAINABLE DEVELOPMENT
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.
Accor Res and Rev — SDL E-Shop — January 2015
Accor Res and Rev — SDL E-Shop — January 2015
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
51
Translation Requirements
Accor Res and Rev — SDL E-Shop — January 2015
Automated translation workflow
Validation
TARS
OTAOnline Travel
Agencies
Translation
memoryGlossary
Style
guides
On-demand translation portal
1 2
Quality
Monitoring
GDSGlobal Distribution
Systems
MetaMetasearch
52
Languages Per Hotel
Accor Res and Rev — SDL E-Shop — January 2015
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
53
Allow Guests to Browse the Website in their Own Language —Increase Occupancy and Revenue
Accor Res and Rev — SDL E-Shop — January 2015
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
54
Why 17 Languages?Significant Increase in the Number of Visits
Accor Res and Rev — SDL E-Shop — January 2015
Translation figures
Accor Res and Rev — SDL E-Shop — January 2015
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!!!
59
http://www.sdl.com/video/ct-mandarin-oriental/74862/
60Accor Res and Rev — SDL E-Shop — January 2015