Re-Inventing Customer Experience with Automated Translation. August 11, 2011

Transcription

1 Re-Inventing Customer Experience with Automated Translation August 11, 2011

2 Your Speakers Hannah Grap Senior Marketing Director Tim Walters, PhD Senior Analyst & Advisor Travis Renker Knowledge Management Advisor 2

3 A Look at the Next 60 Minutes Market trends in global content, global business and customer experience Enterprise use cases & business insights for automated translation A brief introduction to SDL BeGlobal Automated translation at Dell Q&A

4 Changing Communication Requirements The market is more global Internet growth has exponentially driven digital content volume across languages Consumers are more self-reliant and social They expect more online & social interactions Customers expect more than ever! 4

5 Driving the Need for New Solutions Most internet and social content falls below the cost and capacity threshold for human translation The business value is not about translation - It is about communicating with customers instantly in their language New requirements: high speed, high volume & cost effective - with usable quality 5

6 Making Business Multilingual Business demands and vendor trends in translation Tim Walters, Ph.D., Sr. Analyst/Advisor Forrester Research August 11, Forrester Research, Inc. Reproduction Prohibited

7 Translation service providers are rapidly innovating to meet the demand for lower cost translations Forrester Research, Inc. Reproduction Prohibited

8 Agenda Translation By The Numbers Translation Trends: Rise Of The Machines Translation FUD-factor: Barriers To Adoption Recommendations Forrester Research, Inc. Reproduction Prohibited

9 Explosion of content is an understatement In 2003, a total of five exabytes of data existed. Now we generate that every two days. Google s Think Quarterly, Q Forrester Research, Inc. Reproduction Prohibited

10 China s online commerce market will grow % & 547% between 2009 and 2011 between 2009 and Source: Forrester Research, Inc. Reproduction Prohibited

11 Growth of economies and consumer power in the BRICs (and the CIVETs) 11 Source: Forrester Research, Inc. Reproduction Prohibited

12 Want an ipad for ? Forrester Research, Inc. Reproduction Prohibited

13 How often do you search or buy on sites in a nonnative language? 90% said that given a choice they always choose sites in their native language 13 Source: Flash Eurobarometer #313, May Forrester Research, Inc. Reproduction Prohibited

14 The purchasing power of US Hispanics... G D P trillion (2011 est.) billion spent online (2009) 14 Source: Selig Center For Economic Growth and Jupiter Research 2010 Forrester Research, Inc. Reproduction Prohibited

15 You re no longer in charge of your multilingual sites Forrester Research, Inc. Reproduction Prohibited

16 Forrester Research, Inc. Reproduction Prohibited

17 It s not really social if most of the world can t understand it Forrester Research, Inc. Reproduction Prohibited

18 Employees need to be multilingual communicators, no matter what language they speak Clients are coming to expect from global organisations, not merely the know-how of the particular team that has been assigned to the task, but the very best that the organisation as a whole has to offer. World Bank IM SOCIAL COLLAB Forrester Research, Inc. Reproduction Prohibited

19 Agenda Translation By The Numbers Translation Trends: Rise Of The Machines Translation FUD-factor: Barriers To Adoption Recommendations Forrester Research, Inc. Reproduction Prohibited

20 Human translation pays the price of accuracy Required for creative and sensitive content Too expensive for much digital content Irrelevant for real time digital communication (IM, , chat) Capacity limited 20 Source: June 2009 Machine Translation Transforms Global Business 2010 Forrester Research, Inc. Reproduction Prohibited

21 Machine translation is fast and furious Extremely high volume at low cost Cannot match human quality but closer than you think Appropriate where usefulness is more important than accuracy 21 Source: June 2009 Machine Translation Transforms Global Business 2010 Forrester Research, Inc. Reproduction Prohibited

22 Success criteria shifts from FAHQT to FAUT Fully Automated High Quality Translation Machines still fall short. Human 85% accurate MT 68% accurate Fully Automated Useful Translation Asks Did you find this text useful? Human translated text 47% answered yes MT text 44% answered yes Forrester Research, Inc. Reproduction Prohibited

23 Post-editing combines the best of both Increases capacity of human translators Ensures higher quality output Still not fast or inexpensive enough for some scenarios 23 Source: June 2009 Machine Translation Transforms Global Business 2010 Forrester Research, Inc. Reproduction Prohibited

24 Triage content to determine which approach is right 24 Source: June 2009 Machine Translation Transforms Global Business 2010 Forrester Research, Inc. Reproduction Prohibited

25 Other key trends: Crowds and Clouds Well suited for social sites with a community of volunteer translators Also sometimes used to crowd source employees Vendors provide tools to on-board, authorize, and track performance of volunteers. Supports massive computing requirements of SMT Enables rapid scalability and seasonal response Attractive pay-for-use-models appearing Forrester Research, Inc. Reproduction Prohibited

26 Agenda Translation By The Numbers Translation Trends: Rise Of The Machines Translation FUD-factor: Barriers To Adoption Recommendations Forrester Research, Inc. Reproduction Prohibited

27 Barriers to adoption Real or Imagined Security Anxiety: Potentially sensitive information in the cloud. Response: Talk to your vendors about your particular case. Private clouds and secure pipes satisfy many. Accuracy Anxiety: A misleading machine translation causes embarrassment or compliance issues. Response: Use raw output only where appropriate. Costs Anxiety: Translation solutions are expensive. Response: True in the past but not necessarily today. Explore options and weigh the cost/benefit of translating various content types Forrester Research, Inc. Reproduction Prohibited

28 Agenda Translation By The Numbers Translation Trends: Rise Of The Machines Translation FUD-factor: Barriers To Adoption Recommendations Forrester Research, Inc. Reproduction Prohibited

29 Conclusions and recommendations Inventory and triage: Human translation only e.g., creative copy, sensitive docs MT with post-editing e.g., product descriptions, T&Cs Raw MT output user generated content, self-service, RT communications Crowd sourcing high volume sites with a willing community Look for vendors that can support all the approaches you need and enable rapid shifts among them. Most organizations are beginning to explore how to apply the new options to the relentless demand for translated content. In lieu of best practices, talk to peers and have detailed conversations with a range of vendors Forrester Research, Inc. Reproduction Prohibited

30 Thank you Tim Walters, Ph.D. +49 (0) twitter: tim_walters 2009 Forrester Research, Inc. Reproduction Prohibited

31 SDL BeGlobal At A Glance The industry s first cloud platform for real-time automated translation Publish all content globally with confidence Communicate in real-time across languages & channels Translate in context with existing integration options

32 Key Features TouchPoints User definable settings for the translation Simple, easy to setup, designed for business users SDL TrustScore Predicted measure of utility between 1 and 5 Calibrated to a company s users Determine how to manage the workflow of the communication channel (ex. discard, send for review or publish)

33 Dell Language Management for Knowledge Management Travis Renker Knowledge Management Advisor, Dell Inc.

34 Overview Dell's Global Support Services (GSS) organization for Knowledge Management has leveraged language translation to provide multilingual customer support via human translated knowledge base articles. Over the past year, Dell has implemented automated machine translation for Knowledge Management to compliment their ongoing translation needs. As part of their integrated workflow, Dell uses a combination of human translation, statistical automated machine translation and translation management by utilizing the various product and services offerings which SDL provides. Dell utilizes the Knowledge Centered Support* (KCSsm) methodology via Delta Knowledge. *Consortium for Service Innovation (

35 Language Pairs Human translation language pairs: English to Chinese (Simplified) English to Czech English to Danish English to Dutch English to Finnish English to French English to German English to Italian English to Japanese English to Korean English to Norwegian English to Polish English to Portuguese English to Spanish English to Swedish Machine translation language pairs: English to Chinese (Simplified) English to French English to German English to Italian (Developing) English to Japanese English to Korean English to Polish (Developing) English to Portuguese English to Spanish

36 Translation Triggers How we identify content to be translated: 1. Reporting on fast evolving content Machine translating hot issues during evolution. Once content has stabilized, we review the content for possible human translation. 2. Reporting on internal and external views - The most frequently viewed content hitting thresholds for machine or human translation. 3. Content performance The most effective content (solving customer issues) reviewed for possible machine or human translation. 4. Escalation by stakeholders 5. Delta Knowledge automation Setting up rules to automatically machine translate individual articles or groups of articles upon update.

37 Translation Volume 2009: 9.1 million words of human translation 2010: 22.6 million words of human and machine translation 2011: 31.2 million words of human and machine translation to-date Language 2009 Human 2010 Human 2010 Machine 2011 Human* 2011 Machine* Chinese 864, ,402 3,130, ,309 8,507,814 Czech 296, , ,130 Danish 305, , ,734 Dutch 374, , ,873 Finnish 293, , ,734 French 797, ,829 2,770, ,157 2,197,771 German 993, ,168 2,241, ,975 2,523,930 Italian 306, , ,098 Japanese 987, ,834 2,242, ,327 2,179,722 Korean 1,015, ,444 2,468, ,299 9,516,236 Norwegian 316,743 90, ,162 Polish 289,408 91, ,734 Portuguese 1,133, ,498 2,786, ,094 2,433,413 Spanish 850, ,415 2,935, ,161 1,814,467 Swedish 306,818 97, ,321 9,133,802 4,053,992 18,575,830 2,051,108 29,173,353 * Jan 1st through Jun 22nd 2011

38 2010 Translations by Language

39 Machine Translation Questions Common questions about machine translation: Is it good enough? For resolving technical issues, yes. We have found that customers can tolerate spelling, grammar, tense, and other linguistic issues if the content can fix their issue. What are your minimum quality levels? Internal content minimum: 2.5 TrustScore External content minimum: 3.0 TrustScore Will machine translation replace human translation? No. Some content like Policy or Legal documents must continue to use only human translation. Can I send any kind of content for machine translation? It depends on what the engines were trained for.

40 The SDL Integration Delta Knowledge has three integration points with SDL: 1. SDL TMS for managing the translations 2. SDL Language Services is the human translation vendor 3. SDL BeGlobal is the machine translation solution Why we use SDL: 1. SDL TMS allowed us to automate the import and export of XML files. 2. We have flexibility in configuring the SDL TMS workflows and configurations. 3. SDL BeGlobal Online allows us to machine translate content outside of the SDL TMS processes.

41 Dell & SDL BeGlobal Dell is able to leverage Touchpoints for management of language pairs, term & brand management as well as receive Realtime Reporting via SDL BeGlobal Online.

42 Machine Translation with Human Post-Edit Question: What is the next logical step in human translation evolution? Answer: A hybrid translation process that combines machine translation with a human post-edit The benefits of Machine Translation with Human Post-Edit (MTHPE): Reduced translation costs Quality levels close to full human translation Reduced translation workload Some machine translation is good enough for use The post-editor has some of the work already completed Possible reduction in the translation cycle time

43 Dell Learning & Development Dell Learning & Development uses a different environment than Delta Knowledge, and therefore cannot use the TMS automation or Delta Knowledge processes. The solution: 1. Send the content for machine translation via SDL BeGlobal Online. 2. Perform a post-edit with contractors or local resources. 3. Convert the content to.pdf files. 4. Distribute the.pdf files. The local resources found that the BeGlobal Online machine translations reduced the full translation efforts by 30%.

44 Next Steps Next Steps for Delta Knowledge: Closing the gap between English content and the translated content. Native Language to English translation New translation directions like Chinese -> English New machine translation engines New machines for content that doesn t fit our current engines (service manuals, engines trained specifically for Learning & Development content, etc) New human or machine language pairs (no existing translation memory, English -> Arabic, English -> Russian, etc)

45 What We ve Covered Market trends driving the need for automated translation solutions Automated translation deployment options SDL BeGlobal highlights Automated translation at Dell

46 Contact Information Hannah Grap Senior Marketing Director SDL Language Technologies Contact: Tim Walters, PhD Senior Analyst & Advisor Forrester Research Contact: +49 (0) twitter: tim_walters Travis Renker Knowledge Management Advisor Dell Contact: 46

47 Learn More Visit Elevation Center: SDL s Online Briefing Center for Cloud Computing