Improving the ROI of Corporate Terminology Development
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1 Improving the ROI of Corporate Terminology Development Elisabeth Maier, CLS Communication AG Basel / Zürich, Switzerland elisabeth.maier@cls-communication.com
2 Outline - Costs of terminology - Value of terminology - The Return - Approximate the return - Cost reductions - Conclusion 2
3 What is the ROI of Corporate Terminology? ROI: - Relationship of Cost of Investment / Return of Investment - The Value of Corporate Terminology Costs - Clear and quantifiable amount in a given currency Return / Value - Gain profits that can be made using the terminology - Benefit savings that can be realized (using the terminology) what losses can be prevented using terminology 3
4 Costs of Terminology
5 Cost Blocks - HR related costs - Recruitment costs - Salaries - Training costs - IT Costs - Hard- and software costs - Hosting costs - System adaptation & integration - Maintenance - Languages - Terminology Work is a long-term engagement! 5
6 Problem - Different views on value of terminology depending on - Department - User group but also - Vertical market - Geographical area - Position in the market 6
7 Value of Terminology
8 Views on the Value of Terminology Use Case 1: Consistent internal communication Corporate Communications Department - Across various departments - Across locally distributed units / to support expansion - In M&A situations - Standardization - Compliance with standards - Training of employees - new staff - new tasks 8
9 Views on the Value of Terminology Use Case 2: Consistent external communication Corporate Communications - Transport Corporate Identity and Corporate Values - Supply comprehensible documentation - reduce maintenance costs - prevent lawsuits - Communicate consistently with partners and suppliers 9
10 Some Examples - XXPlus Konto das Konto mit der Geld-zurück-Garantie - Mehr herausholen unser Vorsorge-Prinzip - Fürstlich investieren (Invest like the Prince) - Vermögensaufbau / Vermögensplanung (Wealth Planning) - No-Fee-Aktionen - Fondsdiamanten - Zinsen hoch Geld her! - Growing your assets, shape the future, investment trends 10
11 Views on the Value of Terminology Use Case 3: Terminology as Product Corporate Communications Marketing - Draw customer on the corporate website (increase number of clicks) - Show competence - In specialized area - In local culture - Illustrate openness - Provide value-add 11
12 12
13 13
14 14
15 Views on the Value of Terminology Use Case 4: Support for Content Creation Corporate Communications Marketing - Create consistent documents - Reduce production price - Monolingual - multilingual - Ensure consistency across various suppliers Language Services 15
16 Views on the Value of Terminology Use Case 5: Corporate Communications Consistently name products, but also functions, departments Marketing Language Services Product Development 16
17 Views on the Value of Terminology Procurement 17
18 Some Returns of Corporate Terminology
19 Reducing the Investment
20 Use of Tools Terminology Extraction Tools - Harvesting of monolingual or multilingual term candidates from corporate material - Provided documents - Web Pages - Translation Memories - Manual identification of qualified candidates - Augmentation - QS and data entry!! New processes, potential acceptance problems (noisy and faulty input)!! 20
21 Use of Tools (2) - Integration of 3rd Party Tools - Licensed commercial tools - Free online dictionaries (w. permission) - Donations - Cooperations 21
22 Low Cost Cooperation Models - Example English Word Origins Online Etymology LEO DE-ZH LEO DE-IT LEO DE-FR DWDS Canoo.Net German Definitions& Contexts German Morphology Declination Tables English Definitions Merriam Webster LEO DE-ES ATIP German Pronounciation LEO DE-EN DE-EN equivalents 22
23 LEO Screens 23
24 LEO Screens 24
25 Outsourcing - Terminology Hosting - No investment in Hardware and Software (no CapEx) - No investment in IT Know How - Terminology Development - Broaden language base, scale with expansion of company, cover non-core languages - Maintain - Cover peaks 25
26 Conclusion - ROI of Corporate Development depends on - Industry - Department - Use Case Selling needs in depth customer know-how - Investment can be reduced by - Efficient processes - Synergies with other departments and uses - Outsourcing Cooperate with other departments on terminology! Return depends on maturity of customer processes - Report & market! Give ownership to customer! - Terminology is an asset! 26
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