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Lionbridge Translation Platform Integration with Episerver Digital Experience Cloud Opens the Door to Greater Global Personalization

While people communicate in a plethora of different languages, consumers all over the world now seem to have a few common expectations. They want the messages they receive from the companies with whom they do business to be delivered to them not only in their native tongue but in context and with the proper emotive tone. It’s more crucial than ever for organizations who want to expand their presence in the global economy to be able to create offers and provide responsive service that is both tailored to the needs of their customers and linguistically accurate.

The recent announcement by translation/global content development provider Lionbridge Technologies of the Lionbridge connector for Episerver Digital Experience Cloud is a significant step toward accommodating the worldwide demand for greater personalization. The seamless connection of the Lionbridge translation platform with Episerver’s digital marketing, content and digital commerce solutions enables marketers to create, store and manage multilingual content from within their working environment.

“While Episerver is ahead of the game in personalization, they haven’t yet scratched the surface of what they can accomplish,” said Paula Shannon, Chief Sales Officer/SVP for Lionbridge. “With us working together, it’ll be easier for them to pinpoint emerging needs and better serve customers all over the globe.”

Perhaps the most important question for marketers and service/support groups to answer is ‘who’s the user?’ “Language preference is part of it,” said Shannon. “According to the Industry Providers Research Common Sense Advisory (a report by group that monitors the market for translation, localization and interpretation firms), 72% of users spend time on a website that’s in their own language and the same number are more likely to buy if the information is in their language. In fact, 56% of users say the ability to get information in their language is more important than money.”

What Lionbridge has created is an integrated connector module that automates the flow of content between their services and Episerver Digital Experience Cloud users. By simplifying the creation and management of multilingual content, Episerver partner marketers are now able to: • Optimize translation workflows to eliminate manual processes, reduce errors and increase content reuse across markets •  Increase translation quality that facilitates brand integrity and messaging consistency in translated content •  Accelerate publishing cycles across markets with supported bulk translation •   Monitor ongoing progress, avoid bottlenecks and limit risk using dashboard tracking and alerts

Shannon had working relationships with companies in Europe that had deployed Episerver and realized they had developed something really smart. Lionbridge initially created an Industry Common Sense connector to CRM data for the dhx Hub. When they became a solution partner, they made Episerver the hub for the connector, which can be accessed on the cloud or embedded within an on-premise system allowing them to provide translation. “Customers will need no other software for translation,” noted Shannon. “Translation workflows that are apps within the Episerver platform allow companies to get content out more quickly across more markets.”

Making the right content readily available is the key to successfully reaching and retaining customers across the globe. “Whether it’s for web content management or a digital marketing campaign, companies will be able to quickly identify the messages they need and know the workflow for getting them translated is right there,” said Shannon. “We provide just-in-time translation.”

Of course, there’s more to business translation than simply putting words into another language and posting them verbatim. “There have been some epic fails in translation,” said Shannon. “The message has to not only make sense but be in context and have the appeal that it had in its original form. In some cases, translators often have to be copywriters as well.  We have the top tier expertise to provide transcreation: human bespoke content which ensures that messages designed to trigger an action from the reader have the right tone to resonate in local markets.” In cases of less sensitive material, Lionbridge also provides bulk translation.

One intriguing question is how many separate languages do companies need to have their   content translated into to do business globally?  “To cover 80% of needs, 12 languages are required. For 90%, 13 languages,” said Shannon. “But to meet 100% of needs, the capability would need to be there to translate into 1,234 languages. To serve those shopping for technical product devices, it takes 40 to 50 languages. And with the constant growth in mobile technology, 90 to 100 languages are now table stakes.” Lionbridge has done translation work in more than 380 languages over 100 markets

The ability to traverse across the full range of languages is called longtail translation. “Companies that want personalized customer communication want to serve up longtail,” said Shannon.

Lionbridge is now working with worldwide home/business product manufacturer De’Longhi whose portfolio encompasses coffee makers, toasters, vacuum cleaners, air purifiers, portable heaters, and more. Lionbridge is involved the their global website re-design program to provide two Clay Tablet connectors to enable the automated flow of content from within their newly installed Episerver CMS and inRiver PIM to Lionbridge’s TMS.  Lionbridge will be translating all content for three new De’Longhi brand sites (driven by Episerver/inRiver) into 30+ languages in 2016 as well as providing SEO services – optimization of over 2,500 URLs.