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 For a large range of channels and customer touch points Important information 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 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) Translation memory Terminology 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! Make sure the device is unplugged when replacing heads to avoid electrical charge Charge your Iphone with this docking. 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. [Language] 2. [Satisfaction rate] (YES votes / total votes) * 100% 3. Total # of respondents Score: >90% Score: between 85% and 90% Score: < 85% 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 memory Terminology 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 Flexcare+ Sonic Toothbrush What are our consumers searching for? Electric toothbrush Sonicare toothbrush Sonicare How does this translate? Shaver electric shaver Razor Rasierer Elektrorasierer 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 Lifestyle Entertainment Germany 6 +10 10 +49 Hair clippers Category page Domestic Appliances - Germany Docking station iphone Product detail page Personal Care China 8 +7 2 +11 Vacuum cleaners Category Page Shavers Product detail page
Optimization: preliminary results - 2 Offering relevant search results to our customers by creating search-silo Coffee Germany Health & Wellness - China 4 +5 3 new Saeco Category page Domestic Appliances China Avent Category page Domestic Appliances China 5 +64 2 +11 Toasters Product detail page Rice cooker Product detail page
How SDL supports Philips customer experience SDL Global keyword analysis Automation of complete content lifecycle Quick turnaround & Time to web SEO Central control with local empowerment Performance management SDL BPO And all this content, these processes and languages are managed by 1 person within Philips And he is presenting to you Global Reach PHILIPS CUSTOMER EXPERIENCE Brand quality and coherence across all channels & touch points Content quality SDL's Global translation infrastructure SDL Translation technology Quality management dashboards
Any questions? 2
12/6/2012