Quality Management for the Localization of Marketing Texts

To Claudia Schumann-Hübl, my partner in 6 years of quality control

Within the localisation process of a larger product or a product group, we typically expect several deliverables, often with diverse tool requirements (manuals, software, help texts). During the course of this project, also the question for marketing material localization comes up. This is a different form with other requirements; serving a different group of customers with other expectations. Therefore, special challenges arise – also from a quality point of view.

What are we talking about?  Brochures  Spec sheets  Websites

Whom are we working for? Customer contacts: Marketing Managers Sales Specialists >> not always the person also responsible for technical documentation >> often someone not fully familiar with the localization business (not their core activity)

Challenges:  Consistency with technical documentation (Terminology)  Corporate identity  Language & Style  Layout matters (difficult formats, complicated DTP work, expansion in some languages)  Customer expectations

Clear communication beween customer and translator is crucial:  Translation memories  Reference material  Target group information  Quality of the source  Style guides  Expectations  Regional conventions

Quality assumptions  Translation is not copy-writing  Translation is done by a native speaker, with expert knowledge of the subject, yet customer proof-reading is needed  Problems with the source text should be solved in advance  Consistency issues between technical documentation and marketing material should be discussed and solved in advance

Quality challenges >>We assume a translation correct in language and grammar BUT the customer should not expect a translator to know every detail of his business

Understand the psychological factors behind customer‘s criticism  ‚Politics‘  Taste  Lack of time/resources  Expectations

Help your customer to understand, what translation can do…  Correct rendering of the original  Flawless language and grammar  General knowledge of specialist area

… and what not…  No copy-writing  No expert knowledge (products, features)  No term decisions  No changing of the text (editing)

Internal processes help to visualize how quality is maintained QA responsible within company  A competent and experienced counter-part for QA matters  Rules for selection of freelancers  Professional certification of PM to demonstrate their competence (CLP)  ISO certification

ISO Certification The DIN EN ISO 9001:2000 certification shows that quality processes for translation companies comply with industry standards.

Questions? Tell me about your experiences with QA matters…