Philips Digital Services

Philips Digital Services
Managing customer experience on a global scale
Patrick Janssen
Digital Services
November 2012
1
Topics & Introduction
• A few facts and figures on the scale we are doing business on
• Business Market Combination (BMC) approach
• The challenges
• The Digital Services organization
• Content publication and localization process
• Performance- and quality management
• Search Engine Optimization
• How are we organized to win together with SDL
• The results
Doing business and managing customer
experience on a global scale
Reaching millions of customers everyday
In their own language
 Philips currently has web presence in 50+ countries
 Product marketing content is published in 60+ languages
 On a yearly basis thousands product (updates) are released
 For product marketing content only, 400 million words are translated
on a yearly basis
But in the end...
Our customers, no matter in what country they live, are looking for a
product or a solution to their problem. We need to “walk along” with
our customers, providing them with relevant products and content.
Providing a large diversity of content
Important information
For a large range of channels and customer touch points
Make people enthusiastic about our
products: Engagement platform
For those who can’t wait:
A quick start guide
Explain our range via category page
Explain the device: user manual
Show the details on the product page
Provide reviews and awards
Local promotions and banners
CRM campaigns
Business Market Combination (BMC) approach
Providing relevant products by matching the product to the market
Business Market combination
1. A business market matrix in which the marketing teams in the various
markets throughout the world have direct influence on the roadmap of the
products that we create.
2. Combined with a priority to penetrate the emerging markets
One to many
One to one
Challenges
Customer experience on a global scale
How to reach millions of customers world-wide… in their own language?
How to manage and publish thousands of product releases?
How do we make sure customers
can find our products online?
How to assure a consistent
brand experience globally?
How to control costs… and
measure performance?
Supporting customer experience on a
global scale
Organizing for effective support
Digital Services at the heart of content publication
Business groups
Market Organizations
Health &
Wellness
Lifestyle
Entertainm
ent
Russia
Germany
United
States
Client
Service
Managers
Client
Service
Managers
Domestic
appliance
Lighting
Personal
Care
Content
specialist
China
Coffee
• Translation not a core activity or
responsibility of Philips
• Goal was to outsource all in-house
services and activities of the Philips
Localization team to SDL.
• Enhanced cost-effectiveness was
Philips’ prime benefit of BPO
• Same services to be delivered at a
cost, quality and timelines that are
competitive or better than the inhouse configuration
BPO India
BPO SDL
Poland
BPO
Operations
Digital
Services
Functions
Projects
Central team Eindhoven
CRM
SEO
BPO
China
Analytics
Translations
Client
Service
Managers
Shop
Cons.
Care
Create – activate – translate – publish
Working with SDL on a (cost) efficient translation process
The translation and publication process is fully automated, with SDL integrated in our
content management chain (CMC). This allows for a very (cost) efficient approach, but
requires focus on performance- and quality management
Product marketing
content entry
Country planning
Translation inc.
Country review
Translation
Terminology
memory
 US English used globally
 Template based
 Create once –
use multiple times
 Managed centrally by BG
 Products activated by the
local markets (CO)
 A total of 62 market
catalogs (=country/language)
 Marketing product content
leveraging: >95%
 Average TpT: < 5 days
 100% match: within 1 day
 Implementing iMT
 Piloting MT possibilities
 Publication to many on- and offline
channels:
 Philips.com
 Philips consumer care
 Philips shop
 Syndication partners
 Offline packaging
 Offline product leaflets
…
 Consistent brand experience
across all channels / countries
 Efficient global publication
process
Performance management
supporting a decentralized model through central monitoring
 Monthly KPI- and finance-dashboards on BG- and market-level
 Measuring and controlling performance of both SDL (project management, translators) and
Philips (reviewers)
 Finance reporting: spend per area, forecasting, AOP planning
 BG vs. market performance
Results
 Significant improvement in translation throughput time (E2E), hence publication of content
 Implementation of multiple innovation and cost saving initiatives
 Increased awareness across the entire organization
Translation performance management review
Shared with Business groups / marketing
management and key markets
 Are you writing consistent content?
 How much are you spending?
 How much are you spending in what area?
 Should we take action in a certain area? User Manuals?
 How fast is your content published?
 Where are the bottlenecks?
Quality management
Providing customers in more than 50 countries with a compelling product
experience in their own language and with brand quality
Take charge with our
new powerful Aquatrio!
Charge your Iphone
with this docking.
Make sure the device is unplugged when
replacing heads to avoid electrical charge
 Additional context is provided along with the translation where required
 Review by Philips is performed on SDL TMS platform for a fully integrated and automated
process. A dedicated team of 400+ Philips people are reviewing translated content
 Specific translation process for marketing content fully automated on SDL TMS and
integrated with CMC,
 Integration: “in-context preview”, directly connecting to Philips content management chain
By using in-context preview, both translators and Philips
reviewers can render an example of the online
page/leaflet using both English master text or translated
text, including all digital assets available.
Quality management
Twice a year customer survey across all markets
Purpose
- Get objective quality feedback from markets
- Avoid noise: focus on the real issues
- Concentrate on key issues with clear plans and
local cooperation (Philips and SDL locally)
Information included per language:
1.
2.
3.
[Language]
[Satisfaction rate]
(YES votes / total votes) * 100%
Total # of respondents
Score: >90%
Score: < 85%
Score: between 85% and 90%
No response
Conclusion: in time - good quality content
Next step: make sure our customers can find us
Nowadays, search engines are the first
place where people look for products
and services. Every minute, 2 million
searches are performed on Google.
So in order to convert, you have
to be found.
… and that requires SEO
• implement the right search words
• translate correctly
• ensure global coverage of the search
words
With global templates, create once –
use multiple times and translation
memories this seems to be:
“Mission impossible”
Search Engine Optimization
2
Our challenges at the start of 2012
Both technology and publication process are not fit for SEO
While the current CMC is designed for re-use and consistency,
SEO requires exactly the opposite.
Product marketing
content entry
Country planning
Translation inc.
Country review
Translation
Terminology
memory
• SEO requires the right keywords to be embedded at product release
• …but SEO is not a one-time activity:
• Customer’s search behavior changes
• Search engine algorithms change
• Competition is investing in SEO as well
• TM: 100% matches are potentially not matching 100% with the SEO keywords
• Terminology: it can actually get “outdated”
• Translation reviewers have less “flexibility”, some words just need to be present
Writing content for consumers
Local freedom within a global framework?
How is Philips calling this Product?
Complete gum care
gum health
Flexcare
Sonic Toothbrush
Flexcare+
What are our consumers searching for?
Electric toothbrush
Sonicare toothbrush
Sonicare
How does this translate?
Shaver
electric shaver
Razor
Elektrorasierer
Rasierer
Trockenrasierer
Content publication process as a starting point
Starting at the BMCs: 3 core services for optimizing our content
New Product releases
Published products
Writing content for SEO before publication
Optimizing
content after
publication
Keyword
recommendation
Content
optimization
SEO Analytics
• A global CL approach for SEO
• The product publication process has been adjusted to enable SEO
• A SEO operations team has been deployed to support the process
• The full Digital Service organization is leveraged: CSMs, analytics, translations etc.
• … and the entire approach has been enabled locally
Organizing for effective SEO
Digital Services and SDL joint approach
Market organizations
Business groups
SDL KWA
Team
SDL KWA
Team
Creative
Agencies
Briefed on
SEO
requirements
SDL KWA
Team
SDL KWA
Team
SDL KWA
Team
SDL KWA
Team
SDL KWA
Team
Client Service
Managers
SEO Promoters,
guidelines and
advisory
SDL KWA
Team
Content specialist
Updating and
publishing master
product content
SDL KWA
Team
SDL translators trained in 39
countries to perform local
keyword analysis and insights.
SEO
BPO
India
SDL
Translations
BPO SDL
Poland
Central Operations Team
BPO
Operations
Publication of
SEO optimized
campaigns
Functions
SEO capability, planning and
coordination, KPIs and targets,
dashboards and reporting
Projects
Global process and adjusted
technical landscape for
• updating translation memory
• updating terminology
• creating SEO common ground
Client Service
Managers
SEO Promoters,
guidelines and
advisory
BPO
China
Analytics
Translations
Client Service
Managers
SEO Promoters,
guidelines and
advisory
Optimization: preliminary results - 1
6 times as many clicks on your links when appearing on Google page 1
Personal Care – United States
6 +10
Hair clippers – Category page
Domestic Appliances - Germany
8 +7
Vacuum cleaners – Category Page
Lifestyle Entertainment – Germany
10 +49
Docking station iPhone – Product detail page
Personal Care – China
2 +11
Shavers – Product detail page
Optimization: preliminary results - 2
Offering relevant search results to our customers by creating “search-silo”
Coffee – Germany
4 +5
Saeco – Category page
Domestic Appliances –China
5 +64
Toasters – Product detail page
Health & Wellness - China
3 new
Avent – Category page
Domestic Appliances – China
2 +11
Rice cooker – Product detail page
How SDL supports Philips’ customer experience
SDL Global
keyword
analysis
Automation
of complete
content
lifecycle
SEO
Quick
turnaround &
Time to web
Central control
with local
empowerment
Performance
management
SDL BPO
PHILIPS
And all this content, these
processes and languages…
are managed by 1 person
within Philips…
And he is presenting to you…
SDL's Global
translation
infrastructure
CUSTOMER
EXPERIENCE
Global Reach
Content quality
Brand quality
and coherence
across all
channels &
touch points
SDL
Translation
technology
Quality
management
dashboards
Any questions?
2
12/6/2012