Presenter: Andrew Bredenkamp & Jennifer Beaupre
Date Recorded: July 21, 2011
FREE for CIDM members. Contact us at 303-232-7586 for details.
This talk will present some new ideas which are going to revolutionize information development in the 21st Century. Companies are moving quickly away from traditional documentation strategies towards an approach based on three main principles: customer focus, customer engagement and customer involvement. User focus means stronger attention to the real and changing interests of customers: working out what they are interested in, happy or unhappy about, and making sure all possible efforts work towards the customers own goals. Customer engagement means really listening to the customer: not imagining personas, but understanding the voice of the customer and making sure your customers are happy to be your customers. Lastly companies are realizing that the customers themselves are an incredibly valuable resource: all successful companies are already leveraging user-generated content to help improve the customer experience.
But this brave new world brings with it its own challenges: how do you assure branding if you don't create the content? How can you connect (and connect with) global customer communities across the language barrier and how you can make your professionally created content work in harmony with what the user community generates.
We will address what technology can do to help bring some transparency and strategic control to this brave new world of customer communication.
Andrew Bredenkamp is co-founder and CEO of acrolinx. Andrew has over 20 years' experience in multilingual information development. Before starting acrolinx, Andrew was Head of the Technology Transfer Centre at the German Research Centre for Artifi cial Intelligence (DFKI) Language Technology Lab. Andrew holds degrees in technical translation and linguistics and a PhD in Computational Linguistics. He is on the advisory board of a number of organizations, including Translators without Borders and The Centre for Next Generation Localisation (CNGL).
Jennifer Beaupre is the Vice President of Global Marketing at Acrolinx, responsible for their flagship technology product Acrolinx IQ™, an easy-to-use software tool that helps companies build in quality from the beginning of the content lifecycle which helps to improve content readability, translatability and searchability. She is bi-lingual in Spanish and English and through her work in localization and IT, she has an excellent understanding of the cultural and linguistic challenges that businesses face when operating on a global scale.