As the saying goes, life is not a bed of roses. We all know only too well that modernity is often associated with instability, volatility, ephemerality, complexity and unpredictability. Technology is ubiquitous and developing at an unprecedented rate. Business practices are continuously evolving. Our economic and social environment is ever-changing, sometimes suddenly. Life cycles are accelerating inexorably. Objectives and constraints are increasing, overlapping and often conflicting with one another. However, we now live in a world which is not governed by hard and fast rules (if this was ever the case). Therefore, when localising your customer experience, it is important to avoid this logic which at first seems almost inescapable. For a smooth sailing experience, it must be as consistent as possible. Make it measurable and manageable
To begin with, you need to have a good overview of the process, set some necessary milestones and identify the major issues. Focus on the essentials by asking a few fundamental questions:
What is your maturity level in terms of localisation?
Essentially, your understanding and ability to analyse a successful customer experience will change according to your years of practice and exposure to this industry. In general, the higher your maturity level, the more demanding it will be.
To what extent are you involved in the localisation process?
A decision maker’s approach, perspective and challenges will be different to those of a manager or a subordinate or an occasional contributor. It is important that the expectations are in line with the assigned role.
What are your main objectives?
Your objectives can be both quantitative and qualitative. For example, a reduction in costs, a better return on investment and improved quality of service. Your objectives must also be consistent with and scaled to your allocated means and resources so that your customer experience is successful.
What are your selection criteria when choosing a service provider and how do you evaluate the quality of the service provided?
Your objectives influence your choice of service provider and your criteria for selecting it. Your maturity level also determines your priorities and their relative importance in your final evaluation grid.
What management systems do you use for your localisation projects?
Depending on whether or not you use established processes and/or management systems for automated processing, your experience will require varying degrees of complexity and resources. It’s all about integrating the business and technical parameters in the management method.
How often do you evaluate your service providers and what are your key performance indicators?
It is difficult to measure without a tool designed specifically for this and the impossibility of a completely objective method. You must establish relevant key performance indicators. It’s also a matter of determining how often these should be reviewed, according to your workload, project size and other management considerations.
Of course, this list is not exhaustive and is only a starting point to enrich and streamline your approach based on your own situation and your organisation’s localisation strategy. While each setting and context comes with its own specific terms and conditions, some points are nonetheless relevant in almost all cases of customer experience localisation.
Written by Christophe Legallais – ex BDM Europe & France at 2M