Today, CX is a primary concern for the modern global enterprise which has an increasingly expanded digital presence.
Traditionally, localization has focused on mandatory and relatively static content, but today digital transformation imperatives require a much broader scope for translation to serve global customers. Thus, the modern LSP also has to evolve translation capabilities to service the broader needs of the modern enterprise.
Delivering superior CX requires that the modern enterprise must listen, understand, communicate, and share more actively to enhance and support the buyer and customer journey. There is a significantly higher volume of content that needs to be translated to support and enhance the CX-related mission. There is much more varied content ranging from support knowledgebase to active communication (chat and email), user-generated content, social media feedback to increasing volumes of audio and video content.
The volumes are so great that it is not possible to use traditional localization processes for all the content that needs translation. Different types of content may have different translation production processes ranging from specialized human services to raw MT, and many human-machine combinations in between.
CX imperatives require different departments to work together to serve the customer. It also requires sharing customer-relevant data more extensively. This means that LSPs working with the enterprise need a higher level of technical and process sophistication to translate these fast-flowing content flows.
As more UGC starts being translated, the quality discussions also need to change as the sheer volumes prohibit standard translation processes. LSPs and clients need to be able to discuss varied quality levels more effectively.
The production scenarios also change as data coming from different parts of the organization, from different systems need to be processed by LSPs in different ways.
This session discusses these different challenges and points to solutions for prominent use-cases.
