Meeting the New Global CX Imperative
Track: Trade Secrets | TSc3 |
Wednesday, October 20, 2021, 12:30pm – 1:15pm
Held in: Jujama
Arle Lommel - CSA Research
Enterprises aspire to a global customer experience, but often the individuals who are responsible for preparing the content to support this goal have little ability to assess its effectiveness when it is deployed. In many cases, localization groups think they are doing well because they manage the process and get good results from their vendors, yet their customers discover a far different reality, with mixed language (or unlocalized) content and graphics, links that go nowhere, and a generally subpar experience. In many cases the fixes are simple, but persist over time because they are not visible to stakeholders within the enterprise. CSA Research’s analysis of data from thousands of sites combined with custom analyses of the localization faults on their sites allows enterprises to benchmark their performance against both their own perception and their competitors’ performance and find ways to improve the international customer journey. In this session, we will share data and tools for visualizing and quantifying these problems and finding their root causes to deliver improvements. Attendees will hear about common types of problems that CSA Research uncovers in global customer experience (CX), as well as learn about the best practices of top global brands online.