quality management for the localization of marketing texts
Post on 23-Dec-2015
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Quality Management for the Localization of Marketing Texts
To Claudia Schumann-Hübl,
my partner in 6 years of quality control
Within the localisation process of a larger product or a product group, we typically expect several deliverables, often with diverse tool requirements (manuals, software, help texts). During the course of this project, also the question for marketing material localization comes up. This is a different form with other requirements; serving a different group of customers with other expectations. Therefore, special challenges arise – also from a quality point of view.
What are we talking about?
BrochuresSpec sheetsWebsites
Whom are we working for?
Customer contacts:
Marketing ManagersSales Specialists
>> not always the person also responsible for technical documentation>> often someone not fully familiar with the localization business (not their core activity)
Challenges:
Consistency with technical documentation (Terminology)Corporate identityLanguage & StyleLayout matters (difficult formats, complicated DTP work, expansion in some languages)Customer expectations
Clear communication beween customer and translator is crucial:
Translation memoriesReference materialTarget group informationQuality of the sourceStyle guidesExpectationsRegional conventions
Quality assumptions
Translation is not copy-writingTranslation is done by a native speaker, with expert knowledge of the subject, yet customer proof-reading is neededProblems with the source text should be solved in advanceConsistency issues between technical documentation and marketing material should be discussed and solved in advance
Quality challenges
>>We assume a translation correct in language and grammar
BUT the customer should not expect a translator to know every detail of his business
Understand the psychological factors behind customer‘s criticism
‚Politics‘TasteLack of time/resourcesExpectations
Help your customer to understand, what translation can do…
Correct rendering of the originalFlawless language and grammarGeneral knowledge of specialist area
… and what not…
No copy-writingNo expert knowledge (products, features)No term decisionsNo changing of the text (editing)
Internal processes help to visualize how quality is maintained
QA responsible within companyA competent and experienced counter-part for QA mattersRules for selection of freelancersProfessional certification of PM to demonstrate their competence (CLP)ISO certification
ISO Certification
The DIN EN ISO 9001:2000 certification shows that quality processes for translation companies comply with industry standards.
Questions?
Tell me about your experiences with QA matters…
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