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GREAT EXPECTATIONS:
MEETING CUSTOMERS’
CONTENT NEEDS
Content management and digital experience
management have become increasingly important
and complex in recent years. Add global audiences
to the mix, and it may seem challenging to stay
ahead of the game.
GLOBAL CONTENT & LANGUAGE SOLUTIONS
DRIVING INNOVATION:
A HOLISTIC APPROACH TO CONTENT GLOBALIZATION,
CONTENT MANAGEMENT AND DIGITAL EXPERIENCE
blog.amplexor.com/globalcontent
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TRANSLATION &
LOCALIZATION ADVICE:
Within the year, 75 percent of customer communications will be consumed digitally – and
it will only increase from there. The pace of technology and digital innovation has created a
global population that is more connected than ever. Our information-saturated, digital reality
means content is being shared among billions of users, platforms and devices worldwide.
Furthermore, consumers want that content to be personalized and culturally adapted. In
short, people’s expectations when it comes to content have evolved, and that is impacting
how they interact with businesses. In order to engage consumers and remain competitive,
companies must deliver customized, translated and localized content to each person across
all digital channels and communication touchpoints.
In the language solutions industry, gone are the days of traditional customers with traditional
expectations. Historically, content globalization revolved around serving siloed buyer groups
with siloed needs centered on the three pillars of translation: cost, quality and turnaround
time. Now, content globalization impacts people and processes that span an enterprise’s
entire digital ecosystem.
Times have certainly changed, and it begs the question – what now?
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Consumers, stakeholders and employees demand
the following from the companies with whom they
interact:
 Access to marketing, product and support
communications delivered anywhere, anytime, to
any device, in every language
 Industry-specific, relevant content –
contextualized and customized information
aligned with personal needs and preferences
 To be treated like a human, not a number
 Responsive, global customer service
These expectations impact how we, as service and
solution providers, deliver content. We must offer
our enterprise clients tailored, flexible solutions that
centralize digital content creation and multilingual
assets, consolidate vendors and streamline project
management with ideal, custom workflows for
efficient teaming. Furthermore, we must enable our
customers to deliver content to their consumers,
employees and stakeholders in a range of
advanced, innovative formats across end-to-end
communication touchpoints.
Examples of these formats include:
 Multi-media, media-rich assets (streaming
video, interactive websites, dynamic ads, etc.)
 Augmented Reality (AR) and Virtual Reality (VR)
 Digital networks and social media platforms
 Software /applications
Not only is it crucial to deliver information in all
formats, but the information in every format must
also be culturally adapted, personalized to fit
individual preferences and easily accessible via all
channels to enable a positive digital experience.
In other words, to remain competitive, we must
help our clients deliver the right information, in the
right place, at the right time to any device or digital
touchpoint.
It’s also worth noting cultural adaptation
encompasses more than mere language translation.
Content must be translated for all target audiences,
even those who communicate in “niche” languages,
as well as localized to align with cultural norms
and nuances while maintaining the integrity of the
original messaging.
It’s safe to say information sharing has gotten
personal. Being able to customize content and
delivery is the only way to reach and meaningfully
engage your target audiences.
And we have a way to do just that.
THE WAY FORWARD:
AMPLEXOR’S APPROACH
We enable a holistic approach to content
globalization, content management and digital
experience. To deliver truly customer-centric
solutions, we consistently incorporate four key facets
into our approach.
1. SEE THE BIG PICTURE
Our thought leadership means we can understand
the true extent of a customer’s interrelated needs.
Customer pain points rarely exist in a vacuum
or impact just one area of the business. Our
ability to see how a customer challenge impacts
an entire content ecosystem enables us to add
measurable value by supporting a client’s end-to-
end business process. This level of vision requires
a deep understanding of needs across business
functions, processes, channels, communication
touchpoints, geographies and cultures. Armed with
that knowledge, we are then able to see how pain
points, which initially may have seemed unrelated,
are actually connected and thus impact numerous
business processes. Understanding the full scope
of a customer’s needs means we can address cost,
quality and turnaround time in a more holistic
manner.
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2. EVOLVE BEYOND “DUMB” INFORMATION
A top goal of our clients is to better understand
consumer buying behavior, so they can position
the right product and marketing information, at
the right communication touchpoints, at the right
time to drive conversions and sales. But collecting
and storing unstructured buyer data is not enough.
That’s where data enrichment comes in. By
enriching data, we refine it to do things such as
automatically identify key data sets, blend data and
prepare data in the right format for analysis so it can
be easily consumed and exploited. Data enrichment
allows us to transform “dumb” information into
intelligent content.
For example, enriching the data collected by
a client’s online product catalog enables us to
customize the information presented to each end
user. Consumers, for instance, can automatically
receive digital catalogue content that aligns with
their purchase history, provides similar product
recommendations, offers product reviews, presents
automatically in their preferred language and
more. When you harness the power of intelligent
information to deliver content that is tailored to your
consumers’ needs, you increase engagement and
more quickly convert leads to sales.
3. PERSONALIZE USER EXPERIENCE
Providers should be able to support a customer’s
entire content ecosystem, but also have the
capability to address individual pieces of a client’s
business process. While one enterprise may have
challenges requiring an end-to-end globalization
strategy, another may just need assistance with
quality management. It is critical to personalize
solutions and user experience for each customer.
A provider should mold flexible solutions to a
client’s needs, rather than requiring the client to
adjust to rigid technologies and services. Therefore,
we think of solutions like a Lego box from which
different pieces can be uniquely selected and
connected to solve customers’ complex challenges.
Our modular continuum of solutions integrates in
any configuration to ensure we deliver technologies
and services tailored to our customers’ individual
needs and preferences. This way, we ensure
customers are never treated generically.
For example, we often deliver customer portals that
seamlessly align with clients’ corporate identities.
From custom widgets and apps, to ideal workflows,
to branding and style guidelines, we ensure the
portal solution truly aligns with and optimizes a
company’s processes and image.
4. GUARANTEE EXCELLENT
CUSTOMER EXPERIENCE
Another key facet to our customer-centric, holistic
approach is excellent customer experience. We
pride ourselves in providing hands-on support
throughout the entire customer relationship. During
onboarding, our Global Solutions Architects ensure
all customer expectations and requirements are
met for an efficient and successful launch. When it
comes to daily operations, our Customer Experience
team takes a “follow the sun” approach to guarantee
24/7, dedicated support. Customer Experience
Managers are committed to helping our clients
optimize time, quality, cost and overall satisfaction.
Furthermore, our Solution Management department
collects and internalizes client feedback to improve
and create solutions that meet our customers’ ever-
evolving needs.
USE CASE:
TRANSFORMING A
LEADING FITNESS
COMPANY’S DIGITAL
CONTENT ECOSYSTEM
To illustrate how our approach can be applied and
successfully implemented, we detail a real-life
example of a strategic, end-to-end solution.
Our client, a top fitness company in the U.S.,
reached out with a request to localize their website
for a range of languages. The original request
followed the traditional approach of presenting a
siloed need with a singular solution in mind.
During discussions about the company’s overall
business challenges, we realized it made more
sense to start with improving the design and user
experience of their outdated, in-house-developed
content management system (CMS) – why localize a
poorly designed site? We also realized they needed
help expanding their digital brand presence in
international markets, so multilingual marketing
services became part of the solution scope. After
all, once a website is redesigned and translated /
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localized, real value and return materializes only
when the site engages and converts your global,
strategic target audiences. By digging deeper to
truly understand the challenges impacting our
customer’s entire digital content ecosystem, we were
able to move beyond delivering a siloed solution, as
originally requested, to supporting their end-to-end
business process.
By selecting the correct technology and services
from our continuum of solutions and tailoring their
configuration, we were able to solve our customer’s
specific challenges. In the end, we delivered a truly
internationalized web presence by transforming their
multilingual content ecosystem. This ensured our
client could have high-quality multilingual content
from creation to management to publication to
promotion – all while increasing efficiency and
decreasing costs.
HARNESSING THE POWER
OF BREAK-THROUGH
TECHNOLOGY
To remain competitive and meet customers’ needs
in today’s market, innovation must be a priority – if
not the priority. Companies should invest in the
right talent and create competence centers that are
dedicated to innovating and developing “smart”
products and solutions.
Of course, this is easier said than done. We all say
we want to innovate, but when business results
fall on hard times, new product development
and innovation are often some of the first areas
to be scaled back. However, without unwavering
investment in innovation, a company’s competitive
advantage could easily slip away.
Customer Challenge
ORIGINAL REQUEST
• Localize website
BIGGER PICTURE
• Website not localized
• Outdated, in-house CMS
= poor digital experience
• Lack ability to
execute multilingual
marketing campaigns
for international
target audiences
Holistic Solution
• Go beyond just localization
• Identify and implement
the right technologies
and processes to support
multilingual content
creation, management,
publication and promotion
• Redesign/Webmaster CMS
• Implement centralized
translation program
(TMS + services)
• Integrate CMS and TMS
using connectors
• Manage multilingual,
digital marketing
Result
Truly internationalized web
presence by transforming
multilingual content
“ecosystem”
• Better website design
improves customer /
digital experience
• Translation centralization
improves translation quality,
cost and turnaround
• Website localization makes
message accessible for
international audiences
• Multilingual marketing
campaigns generate
international leads
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At AMPLEXOR, we prioritize innovation to
continuously improve the way we support our
customers’ end-to-end content needs. We are
investing heavily in creating intelligent content
solutions that leverage automation and machine
learning to more efficiently solve a wider range of
complex pain points.
Our customers have evolved; thus, we must evolve.
We can add measurable value for our clients if
we go beyond a siloed approach and instead,
implement cohesive strategies, backed by a
continuum of intelligent, highly configurable and
modular solutions.
ABOUT AMPLEXOR
AMPLEXOR is a leading digital solution provider offering
global compliance, digital experience and content solutions.
Established in 22 countries with more than 1,850 employees
across three continents we deliver innovative solutions to
tackle content-based challenges in the fields of aerospace and
defense, automotive and manufacturing, consumer products,
retail and distribution, energy and environment, finance, life
sciences and the public sector.
Find a contact near you
LanguageSolutions@amplexor.com
amplexor.com/contact
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advanced end-to-end solutions for
your customers? Contact us today.
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