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80% of companies believe their customer experience is superior. Yet only 8% of customers agreed with this statement according to a recent Bain study. This presentation delivered at World Trade Day in Denver discusses the reasons that there exists such a disconnect between businesses and customers. Using online engagement as an example, the presentation will show how multilingual big-data can pose challenges to those who are doing the analysis. The presentation will also show how social intelligence, translation technology, and human linguists can work together to attain deeper insight into the global customer's experience and thereby drive greater revenue from global customerbases.
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Bridging Global Customer Experience to Business Strategy
Liesl LearyTwitter: @lieslrama
80% of Companies Believe Their Customer Experience is Superior
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Only 8% of customers surveyed agreed
Source: Bain and Company Survey
Why is there such a disconnect about the global customer experience?
Lack of Data?Too
Complicated?Language Barrier?
“80% of Companies Believe Their Customer Experience is Superior. Only 8% of customers surveyed agreed”
Source: Bain and Company Survey
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As they started posting, they began to engage their customers
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And they tried to take control of their social media presence
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Engagement was so successful, that Reddit reposted their Facebook Page
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And drove even more traffic to their Facebook page
9,000 Shares of the Reddit article
47,000 likes
People are engaged and sharing your content
Brand awareness is through the roof
Number of shares of posts at an all time high
Traffic is soaring
Customers are responding
Congratulations, you got on BuzzFeed and Reddit!
What the Data will tell you
if the data maps to business objectives.CLAP
CLAPPING The Big Data of the Ancient World
Online conversations = unstructured data (a lot of it)
Big Language™ Challenges
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There are 7 billion people in the world –
2 billion of which are on the Internet.
There are more than 6,000 recorded languages.
Only 20% of Internet users speak and read English as their first language.
2.5 quintillion bytes of data exist today, most on the web – 90% of that was generated
in the last two years alone. Source: IBM
Source: Economist Intellgence Unit
Source: Common Sense Advisory
Source: Economist Intellgence Unit
Why is there such a disconnect about the global customer experience?
Lack of Data?Too
Complicated?Language Barrier?
“80% of Companies Believe Their Customer Experience is Superior. Only 8% of customers surveyed agreed”
Source: Bain and Company Survey
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Global Customer Experience Management
Insight Orchestrate Personalize
CCF Framework
MT Tools Language Services
PCS: Product Commitment score• What I get• Informs your value proposition• Predicts future purchase behavior
CRS: Customer Relevance score• The time I spend • Drives content & engagement strategy• Predicts sharing behavior
BCS: Brand Commitment score• How I feel• Drives brand strategy• Predicts levels of emotional engagement
The Customer Commitment Framework—3 Proven KPI’s
The SDL Language Platform delivers everything needed to effectively enable a true Global Customer Experience and deliver on Big Language Challenges
… both automated & human translation services
How can we help drive insight in entering new markets
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eReader: Global PCS
eReader: Germany PCS
eReader: France PCS
eReader PCS 02/12 PCS 03/12 PCS % Change
Global view 38.25 36.73 -4.0%
US 37.21 34.95 -6.10%
Germany 69.39 70.48 1.6%
France 11.52 21.27 84.6%
INSIGHT 1: Intention to purchase the eReader in Germany is far greater than in France or the US
OPPORTUNITY: Use of offers and campaign messages to push people to take the final step. Prioritise ‘Sales’ promotion content in this market to support launch.
INSIGHT 2: The French market is unforgiving – the eReader did not live up to launch expectations with O/S bugs and usability criticisms dominating conversations. Interest in the device has not recovered
OPPORTUNITY: Campaign has to focus on persuasive language, reassuring language and proof points that they are able to exercise. Nook could effectively position against the eReader in this market and could be a priority opportunity for launch
CCF Scores provide customers data-backed insight to make better business decisions of which market to enter first
Shows the competition’s weaknesses
CCF Scores suggests messaging opportunities for a better customer experience in global market places
Shows a path for differentiating their product in the global market place
What Questions Matter to Our Customers?
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What MARKETS present the biggest opportunities?
What MESSAGES resonate?
Where are my COMPETIT ION’S strengths and weaknesses?
How can I DIFFERENTIATE ourselves globally?
What defines an EXCEPTIONAL GLOBAL CUSTOMER EXPERIENCE?
Why is there such a disconnect about the global customer experience?
Lack of Data?Too
Complicated?Language Barrier?
“80% of Companies Believe Their Customer Experience is Superior. Only 8% of customers surveyed agreed”
Source: Bain and Company Survey
From Data to Meaning
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Big Data•QUANTIFIES and predicts customer behavior through the Customer Commitment Framework KPI’s
Language Platform
•ENABLES multilingual data analysis through Machine Translation Solutions, Translation Management and Translation Productivity
Linguists
• QUALIFIES Professionally translates what is important for the customer experience
![Customer Retention [Infographic] Customer Experience](https://img.pdfslide.net/doc/110x75/55b6dceebb61eb0c598b46c8/customer-retention-infographic-customer-experience.jpg)
