From RFP to Launch Addressing the How" of Implementation

Transcription

1 From RFP to Launch Addressing the How" of Implementation Juan M. Cardenas, Director Localization Hilton Worldwide Martha Ferro Geller, Vice President Strategic Accounts September 2009 Cancun, Mexico TransPerfect / Translations.com

2 Hilton Worldwide (formerly know as Hilton Hotels Corporation) is the leading global hospitality company, spanning the lodging sector from luxurious full-service hotels and resorts to extendedstay suites and mid-priced hotels. For 90 years, Hilton Worldwide has been offering business and leisure travelers the finest in accommodations, service, amenities and value. The company is dedicated to continuing its tradition of providing exceptional guest experiences across its global brands. Our brands are comprised of more than 3,600 hotels in 81 countries and include Waldorf Astoria Hotels & Resorts, Conrad Hotels & Resorts, Hilton Hotels & Resorts, Doubletree by Hilton, Embassy Suites Hotels, Hilton Garden Inn, Hampton Inn & Suites, Homewood Suites by Hilton, Home2 Suites by Hilton and Hilton Grand Vacations. The company also manages the world-class guest reward program Hilton HHonors.

3 Our Language Footprint Current Websites and Approach: Translated: Spanish, French Localized: German, Japanese and Chinese Additional Languages for Regional Marketing: Korean Dutch Italian Polish Turkish Swedish Russian Arabic Others

4 Implementation Life Cycle What are my evaluate? implement?

5 Goals? Short & Long Web Content is useless

6 Globalization Options

7 Address All Languages? Global Localization Scorecard (1) LANGUAGE / MARKET RAW SCORE STRATEGIC ADJUSTMENT WEIGHTED SCORE TIER English (UK) Dutch Chinese (Simplified) Hindu English (US) Polish Turkish Japanese German (Germany) Portuguese (Brazil) Spanish (Colombia) Arabic Totals Tier One Languages 84% of 100% Tier Two Languages 8.6% of 100% Tier Three Languages 7.04% of 100% (1) Sample Only

8 Address All Languages? Global Localization Scorecard Challenges with Prioritizing: Political Correctness Vocal Team Members like getting their way Objective data is hard to find & analyze Cost /resources consideration Advantages of Prioritization: iti It works! Better for Business Makes everyone happy

9 Should I Just Address All Languages? 8 Steps to Creating a Global Localization Scorecard 1. Secure Executive Sponsorship 2. Select the Right Metrics 3. Collect and Summarize the Data 4. Analyze, Standardize and Weight Data 5. Validate Scoring System with Executives 6. Strategically Adjust Scores 7. Share Scorecard With Affected Markets 8. Apply to Key Decisions

10 Selecting the Correct Vendor(s) Identified Need Requirements Gathering Research Refine Options Evaluation Vendor Selection Implement Support & Maintenance Budgeting Buy, Build, or Blend? Evaluation Matrix Dedicate PM Staff / ROI Evaluation Criteria Proposals Project Timeline Sustainability Conduct Research Presentations On-Budget Delivery Business Strategy Send RFI Reference Checks Manage Scope Process Mapping Requirements Analysis Initial Short-List Send RFP Negotiations Contracting Manage Expectations Resources Decision Making Upgrades

11 Who Can Help Me? Dimensions Of Evaluation For Vendors CRITERIA (2) Weight ALTERNATIVES Vendor A Vendor B Option C Rating Score (1) Rating Score (1) Rating Score (1) Features Vendor / Product Stability Costs Training / Support Proven Track krecord Total (1) Score = Rating * Weight (2) Samples Only

12 What Technology is available? Partner, not Push Vendor should work to understands your scope, pain points, players and goals prior to suggesting the right technology solution. Invest in a solution that: Adapts to your needs Automates workflow, TM and glossary management and re-use Allows for cost-efficient deployment & minimal support Is both modular, but integrated Is non captive; does not lock you down to 1 services Vendor Is innovative and future proof; adapts to new localization trends Is easy to use!

13 implement? Discovery Up-front understanding di of scope, timing, i gaps and goals Communication, reporting and financial requirements Launch and maintenance plan Parties, Roles and Responsibilities implement? Planning Milestone-based implementation and migration approach Ensure parallel activities for language and technology set-up Resources and assignments

14 implement? Pilot Evaluate readiness for translation/localization Adapt technology and/or processes as necessary Measure and correct implement? Partner Involve key players within your organization day one Build great working relationships with vendor partner Provide relevant information and visibility to vendor

15 Website Content Translation Cycle evaluate? implement? Source Content Creation Content Automation Business Rules Postmortem Translations / Analysis Localization Roles of Reviewers 15

16 Evaluate? Signs of a Successful Implementation evaluate? implement? The company has the ability to respond to internal and external demands by easily scaling up or down. The level of effort (LOE) to maintain the increased number of websites is sustainable and constantly decreasing. The vendor(s) partnered with is(are) constantly innovating and improving its technology and process, and offer actionable feedback on how to optimize expenditure.

17 Evaluate? Calculating Return-On-Investment (ROI) evaluate? What metrics can easily be measured? Translation cost Translation turnaround time Content completeness Content timeliness Content lifecycle time (monetizing content could get tricky) implement? Tangible, yet complex metrics? Effect on branding and image Customer satisfaction Optimized use of resources Customer purchasing behavior shift from offline to online bookings Increase in revenue and sales (many entities impact the bottom line)

18 What Drives Quality? The Four P s evaluate? People Process implement? - Qualified Translators & Reviewers - Native Speaker and In-Country - Ability to interpret the company s vision providing market and language relevant translations Product - Follow established Glossaries & Style Guides - What is the client and vendor s review process? - Create communication channels between translators, reviewer and source content creators Pressure - One size does not fit all, is your product truly - Set realistic timeframes for the type and global? volume of translatable content - What aspect of your product need to be adapted to meet local needs? - The more translators involved, the higher the risk for inconsistencies

19 Summary evaluate? implement? Understand the problems the company is encountering today, and what it wants to achieve, in detail, before deciding on a direction: Business processes Scope (i.e. languages) Current and forecasted pain-points Determine the correct blend of technology, people and processes that will help the company reach its goals Identify potential partner with the same or overlapping goals

20 Questions? Twitter 20