global information management: putting the pieces...
TRANSCRIPT
Global Information Management: Putting the Pieces Together
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Agenda
• How SDL helps Global Organizations
• The Customer Engagement Challenge
• What is Global Information Management?
• Organizations that do it right
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42 of the 50 Top Global Brands*
*Source: Interbrand, 2010
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We Help You Use Your Phone
We translate your phone’s user interface
We translate the support information for your phone
We help you get the most out of your phone
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We Help Save Lives
We help physicians share information and knowledge
We translate software inside medical equipment
We provide multilingual drug information
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We Keep People Flying
We help you buy your plane tickets
We get you to the gate on time
We manage the airplane documentation
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The Engagement Challenge
Your Customer’s Journey
Prospect Requirement
You need a solution
Market Assessment
You expect to find relevant information quickly
In-depth Research
You go to a website and want a consistent experience but with local relevancy
Product Acquaintance
You need to know how to use the product or service
Customer Support
The less you understand, the more you need support
Research & Development
Create and develop the best product in the market
User Interfaces
Specifications
Documentation
Operations
Ensure the product can be produced optimally and shipped to the market
Packaging
Distribution
Product Information
Marketing & Sales
Promote and sell the product
Brochures
Targeted Campaigns
Websites
Service & Support
Ensure the best after-sales experience and customer satisfaction
FAQs
Call Center
Online Documentation
TelevisionFacebook Twitter YouTube SearchSmart
PhonesiPads
Your Organization
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The Engagement Challenge
Your Organization
Your Customer’s Journey
Prospect Requirement Market Assessment In-depth Research Product Acquaintance Customer Support
Service & SupportMarketing & SalesOperationsResearch & Development
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The SDL Vision
Your Organization
Your Customer’s Journey
Prospect Requirement Market Assessment In-depth Research Product Acquaintance Customer Support
Service & SupportMarketing & SalesOperationsResearch & Development
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The SDL Offering
Your Organization
Your Customer’s Journey
Prospect Requirement Market Assessment In-depth Research Product Acquaintance Customer Support
Service & SupportMarketing & SalesOperationsResearch & Development
Content Creation
Content Management
TranslationManagement
Multi-channel Publishing
Customer Experience Optimization
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SDL Structured Content Technologies
Your Customer’s Journey
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DESKTOP PUBLISHINGDesktop tools
Presentation and Content combined
Static HTML web sites with inconsistent information
Managed on the file system
DITA AND STRUCTURED CONTENT
DITA Creates Global Business Agility by empowering
• Diversification of Market Segments• Quick Response to Changing
Customer Profiles• Integration with the Web
NEXT GEN PUBLISHINGInteractive Publishing Platforms
XML Database Powered Metadata Rich, Multi-Language
Filter / Render on the flyClosed Loop and Feedback on
Content
ContributionDocument centric communication
ReachAttract AttentionCommunicate
CUSTOMER ENGAGEMENTIntegrated with your entire value
chain from sales and marketing, to support, to tech docs.
A repeat customer is 50% cheaper than a new customer.
Publishing Trends Va
lue
To C
usto
mer
Adoption Maturity / TimeCopyright © 2010 SDL, Inc
CollaborationEmpower The Team
WorkflowLocalization
Expand Multi-channel
ImpactMake a StatementBrand Recognition
Dynamic ContentEmpower The Organization
Maximize ResultsSegmentation
Targeting, Profiling & Personalization
Customer ExperienceOptimizing Conversion
RelevancyConnect With Audience
Brand LoyaltyConversion
Eco-SystemPervasive Engagement
Unified Brand, Message & Offer Anywhere, Anytime, Any Means
Seamless Multi-channel
EngagementLifetime Customer
Pervasive Interaction
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Global Information Management
Reuse ~ Manage ~ Personalize
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Content Creation
• Create high quality, engaging, useful content
• Write web and technical content in components that can be reused
More content is being created but users want more consistent,
relevant and personalized information
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Content Management
• Store your components and media assets for reuse and manage them centrally
• Create content once and reuse in multiple locations
• Manage changes made centrally to update elsewhere
Organizations struggle to keep content consistent and manage it
across channels
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Translation Management
• Centralize and reuse linguistic assets• Automate the localization process and workflow• Integration with content management and other
systems
Users want information in their own language but for
organizations it is complex, timely and expensive to translate
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Multi-Channel Publishing
• Deliver consistent customer experience across channels
• Personalize the content for the language, channel and customer preferences
• Empower customers to interact with your content
Organizations have to provide all this information across multiple
channels
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Customer Experience Optimization
• Target the information to increase search relevance - based on user information
• Analyse your data about customers and react• Search engine optimization
Organizations need to engage with customers and provide relevant, targeted content
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Summary of Global Information Management
To provide your customers with .. the right information, at the right time, on the right channel and in the right language so that ..they have a personalized, engaging experience with you
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20% revenue gain from new products Manage 10% yearly content growth with
30% less people 100% reduction of DTP costs 40 hours time saving per web page 80% audience coverage in local language 20% reduction of translation costs above
use of TM Reduced return of incorrectly ordered
spare parts
Atlas Copco
Solution components:SDL TridionSDL TMSSDL TrisoftSDL Language Services
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Mandarin Oriental
Web and mobile sites Increased mobile traffic Bookings exceeding expectations ROI in only two months
Solution components:SDL TridionSDL TMSSDL Language Services
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Philips
Time-to-market for global launches from 4 months to just weeks30% reduction in global content costs35 languages and multiple content typesReduced management overhead by 85%Integrated authoring, translation and content
publishing systems
Solution components:SDL Language ServicesSDL MultiTermSDL TMSSDL Quatron
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Hewlett Packard
Centralized infrastructure and standardized processesAccess provided to authors, translators and reviewersHigher quality and consistency achievedScalable for futureSavings Year 1: $5M
Solution components:SDL Language ServicesSDL TMSSDL KbTS SDL Global AMS SDL Tridion
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