2
Why Are We Here?
Forrester Research, Inc. Winning The Customer Experience Game, May 8, 2013
2013 revenue for
Top 5 Forrester
CX companies
17%
2%
2013 revenue for
Bottom 5 Forrester
CX companies
Customer
experience leaders
demonstrate
a measurable
gain in returns
$975
Million
Average annual
revenue impact of
good CX across
7 industries
3
Why Are We Here?
Forrester Research, Inc. Winning The Customer Experience Game, May 8, 2013
2013 revenue for
Top 5 Forrester
CX companies
17%
2%
2013 revenue for
Bottom 5 Forrester
CX companies
Customer
experience leaders
demonstrate
a measurable
gain in returns
$975
Million
Average annual
revenue impact of
good CX across
7 industries Five-Year Stock Performance
4
50% of consumers
give a brand only
one week to respond
to a question before
they stop doing
business with them
13 %
of dissatisfied
customers tell
more than 20
people
The cost of
getting it wrong 89% of
consumers began
doing business
with a competitor
following a poor
customer
experience
5
Video Consumption Rapidly Increasing
Over 75 billion videos viewed in 2013
020406080
100120
20
05
2006
2007
20
08
2009
2010
20
11
2012
2013
100 hours of video/minute
were uploaded in 2013
6
Customer Acquisition Requires Multiple Channels
0%
5%
10%
15%
20%
25%
30%
2009 2010 2011 2012 2013
% o
f C
us
tom
er
Ac
qu
ire
d
eCommerce Customer Acquisition Channel Comparison
Channel
Customer Lifetime
Value (as compared
to average)
Paid Search 36.9%
Email 11.8%
Referral 54.2%
Google 13.4%
Banner Ads 26.1%
Affiliate 7.5%
Facebook 1.3%
Twitter -23.4%
Source: Custora
7
Mobile Devices & Internet of Things Increase Access to Content
Total devices
connected to the
Internet of Things
to double to 22+
Billion by 2020
Variety and volume
of connected
devices
accelerating
0
5
10
15
20
Nu
mb
er
Of
Devic
es In
Use (
In B
illio
ns)
Wearables
Connected/Smart TVs
Tablets
Internet
of Things
Smartphones
Personal computers
Global Internet Device Installed Base Forecast
Source: Gartner, IDC, Strategy Analytics, Machina Research, company filings, BII estimates
8
Social Buzz Drives Conversion
3.68%
4.43%
3.90%
4.26% 4.12%
2.14% 1.79% 1.79%
1.69%
2.23% 2.11%
2.98%
2.40% 2.46%
2.33%
0.87% 0.68% 0.60%
0.54% 0.74%
0.37% 0.56%
0.49% 0.61% 0.73%
3.31% 3.03% 3.07%
2.90%
3.84%
0.00%
0.50%
1.00%
1.50%
2.00%
2.50%
3.00%
3.50%
4.00%
4.50%
5.00%
Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Q1 2013 Q2 2013 Q3 2013 Q4 2013
Source: Monetate
eCommerce Conversion Rates By Traffic Source
Email Search Social
Social media trumps search and email for
eCommerce conversion rates
9
Business Has Changed
Marketing owned customer Business shared customer
Fragmented, frustrating experiences Multi-touch experiences
Analytics to report KPIs Analytics that drive understanding
One size fits all approach Personalized for individual context
Silo’ed communication channels Orchestrated customer journeys
Online support to reduce costs Online support that drives autonomy
From To
10
SDL has Changed to Align with the Market
2013 internal investment
We are laser-focused on CXM
2014 investment in
customer delivery
11
Top CEO Investment Priorities
20%
20%
20%
22%
23%
24%
27%
32%
34%
34%
38%
mCommerce
Product cost analytics
Enhanced business
Supply chain
Enterprise mobility
Big data and data science
Cloud business
Business analytics
eCommerce
CXM
Digital marketing
Which 5 technology-enabled
capabilities will be the most
important areas of investment
to improve your business
over the next 5 years?
N=410 CEOs and Sr. Business Executives
13
Our View: Top 5 Customer Experience Requirements
Data-Driven Interactions
Context Versus Channel
Mobile
Cloud
Digital Marketing 1
2
3
4
5
14
The foundation of
every experience
Content
& Context
PRE-PURCHASE
Consider
Research
Evaluate
PURCHASE
POST-PURCHASE
Engage
Advocate
15
Companies that want to be successful in the
age of the customer need to offer
contextualized experiences —
that meet customer needs, feel personal, and
deliver in the moment.
Forrester Research, Inc., November 2013
16
Likes to discover new music
49 years old Paid subscriber to Spotify and Pandora
Travels to music venues, flies British Air
4G coverage
Uses an Android device
Customer Experience Knows:
• Mobile consumers and needs
• Relevance, context
• Data insights to serve needs in 1-2 clicks
• No channel boundaries
Sitting in Bryant Park, NYC
Waiting for a concert to start
SDL’s Vision
Deliver seamless, data-driven experiences at
each point of the customer journey –
across channels, devices and languages.
20
Analytics to
proactively inform
marketing and
product decisions
Making Sense of
Consumer Conversations
22
Individual
Environment
Journey
Powering Hyper-Relevant
Experiences
Profiles & behaviors
drive real-time
contextual delivery &
higher conversions
23
Language is Key …
20 languages are
required to reach
80% of online
population
70% of internet
traffic comes from
non-English native
countries
72% spend all or
most of their time
on websites in own
language
@
Pope makes Twitter debut
in 8 languages
Coca-Cola Superbowl advert sung in
9 languages
24
• Complete cloud translation solution
• On-demand and subscription based
access to all translation options
• Seamless integration with SDL CXC
and enterprise applications
25
Making ―Global‖ More
Accessible
Local language
experiences for
every customer
interaction
2Username 3
Community
Social Media
Targeting
Online Campaigns
Mailings
38
Workflow Tasks
Welcome
UsernameDomain\username
9
Customer Engagement
User Preferences
Audience
Web Sites
Web Content
Content Management
Multimedia Content
245
26
Complexity Into Simplicity
Account Management, KPIs & Reporting, Industry best-practice
REST API’s
Translation
Management
Translation
Memory
Machine
Translation
Terminology
Management
Productivity
Tools
Translation
Services
Open
APIs
27
Right Translation Method, Right Price, Right Time Q
ua
lity
Volume Human Translation Machine Translation
28
Web & Marketing Global Campaigns
Newsletters
Advertising
Qu
ali
ty
Volume
Blogs
User Forums
FAQ
Reviews
Chat
Content
Websites
Human Translation Machine Translation
29
Documentation & Support International Customer Service
Support
Qu
ali
ty
Volume
Wikis
User Forums
FAQ
Chat
Knowledge
Base
Alerts/
Notifications
Content
Help
User
Guides
Documentation
Human Translation Machine Translation
Takeaways to Build Customer
Experience
• Structure and align your
organization to deliver CXC -
from Exec to delivery
• Prioritize customer analytics and
customer intelligence - particularly
social and unstructured data
• Focus on mobile and video/images
• Integrate language into your
technology
31
Technology that Enables You to Achieve Your
Business Goals
Solution driven
Scalable
Data level integration
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