Workshop F. Digital is Global in Nature, Not By Default: Leveraging Digital Globalization to Increase Global Customer Experience
Tuesday, December, 1: 1:00 p.m. - 4:00 p.m.
Digital content and platforms are global in nature as they allow you to reach out to any audience in any part of the world. However this does not mean that they enable you to create a global experience by default. As competition is never far away in this digital age you need to engage with customers quickly and deliver on local expectations effectively. In other words globalizing organizations must initiate or accelerate their digital evolution to delight ever more demanding and diverse customers across geographies.
Setting the stage is therefore critical to make the right moves at the right time. With international customers and cost leadership in mind you can leverage a number of globalization enablers to pave the way towards excellence and growth and articulate them around digital pillars including simplicity, automation and customer centricity. This session will take you on a journey to:
- Shareable globalization do's and don'ts and how to incorporate them in an actionable roadmap
- A global content value chain based on internationalization, translation, localization and international customer experience
- How to position digital globalization in your organization to increase its value, make it sustainable and use the most appropriate resources internally and externally
- Technology enablers to help you create and manage a multilingual and multicultural content supply chain
- Performance indicators to capture and measure content effectiveness globally
Speaker:Bruno Herrmann, Global Leader, Expert And Advisor in Digital Experiences, Products And Content, Independent Consultant
C4. Global Experience Management: Analyst Views on Trends and Practices
Thursday, December, 3: 8:30 a.m. - 9:30 a.m.
The journey from discovery to awareness to browsing to engagement to purchase must be supported by appropriate content at each step. Having that information available in the language of the visitor improves the customer experience by providing the right linguistic context for it.
No globally thinking business leader can argue with these statements. Yet many of their organizations still struggle to make the case for strategic approaches to multilingual content. How does content in the language of the customer really impact the top line? Who's making progress, how, and why?
Two leading research and advisory firms focused on global customer experience join forces to answer these critical questions with data and facts, not just theory. Common Sense Advisory has demonstrated the importance of language in enriching the global customer experience in consumer and business buyer surveys. Don DePalma reviews findings through the customer experience lens, using Digital Clarity Group's competency framework for customer experience management as the context. DePalma and Laplante present a facts-based view of current trends and practices and deliver important guidance to companies supporting the customer lifecycle for global markets.
Speakers:Donald A DePalma, Chief Research Officer, Common Sense Advisory, Inc.Mary Laplante, Vice President Client Services, Digital Clarity Group
C5. Global Experience Management: Making It Work in the Real World
Thursday, December, 3: 9:40 a.m. - 10:40 a.m.
The moderators bring global experience management to life in conversations with real-world managers and practitioners. Drawing on research presented in the session on Global Experience Management: Analyst Views on Trends and Practices, attendees will leave with peer-to-peer insights on successful strategies for tying multilingual content to global customer experience impact. This is a can't-miss session for global content and experience managers who need to move beyond theory and start achieving practical results.
Moderators:Donald A DePalma, Chief Research Officer, Common Sense Advisory, Inc.Mary Laplante, Vice President Client Services, Digital Clarity Group
Panelists:Marie Hanabusa, Localization Manager, BlackboardBruno Herrmann, Global Leader, Expert And Advisor in Digital Experiences, Products And Content, Independent Consultant
P4. Executing Content Strategies
Thursday, December, 3: 8:30 a.m. - 9:30 a.m.
This session explores current practices for content planning, and the toolset and policies needed to support your multidimensional planning activities. Come learn how to support an integrated communications strategy on the ground and across borders and learn tactics for addressing the human factors required to put a content plan into practice.
Moderator:Mark Walter, Principal, Content Technology Strategies
Speakers:Georgy Cohen, Associate Creative Director, Content Strategy, OHO InteractiveEffective Content PlanningKristina Podnar, Digital Policy Consultant, NativeTrust Consulting LLCImplementing Policies to Achieve Liability-free Publishing