Networking and Learning at ELIA and the CNGL in Sunny Dublin

I was in Dublin last week at the ELIA Networking Days conference. In many ways it was less a conference, and much more a peer community coming together and sharing ideas and views of the world, much more so than most other professional translation industry “conferences”. I think it was one of the best LSP-issue focused events I have seen.  While some might say that I say this because I did have a prominent role there, (I was both a keynote speaker and ran a workshop on how LSPs could get started with MT), I assure you this is not why I say this.(Hear me now and believe me later – in German accent)

We live in an age, where increasingly marketing and corporate-speak is challenged, undermined and sometimes even seen as disingenuous and false. (Raise your hand if you trust and respect corporate press releases).  Today we see customer voices rise above the din of corporate messaging, and taking control of branding and corporate reputations with their own “authentic” discussions of actual customer experiences, while marketing departments look on haplessly. I think this phenomenon is happening on many fronts, including conferences in the localization industry. There are too many events in the L10N industry that seem formulaic, routine, repetitive and engineered based on the same old viewpoints. This, I think affects the ability of these events to really spark dialogue, excitement and generate vital learning experiences that make these conferences must-attend events. While these events remain useful for “face-time”, they often have little value for really engaging attendees at a professional level.

What makes for a great conference or professional industry event? To my mind: high quality content, interactive and engaged audiences in sessions that broaden one’s horizons, interesting people who continue the professional dialogue outside of the sessions and share learning experiences and of course a good location. And if you can offer all of this at a reasonable cost, even better. A great professional event is characterized by learning, the more intensive the learning experience, the better. The best ones leave you thinking for awhile after the event.  Intense learning rarely happens at really big events because it is hard to scale this. The ELIA Networking Days meeting (rather than conference) had many of the elements of good professional group meetings. The attendees had a lot of say in determining what was presented, the sessions were highly interactive and engaged, attendees all shared without concern for exposing personal weaknesses and it was clear that the broad feedback was genuinely positive and the biggest single complaint seemed to be that people wanted to be in two sessions that were running concurrently. Ultan (pictured below in traditional Irish garb) aka @localization has also written about his own early impressions of the event with more to follow soon in Multilingual magazine.



This event was also very organized in terms of Twitter coverage and attendees saw continuous live coverage through the event where several screens showed the Twitter feedback up to that point. Type “#ELIA” at the wall of silver to see one such live view. Opinions from tweeps outside the conference were shared with the session group if they were deemed pertinent or relevant. This virtual expansion is a key characteristic of the best events like TED and SXSW where one can see audience reactions in real time and the external virtual audience may actually be several times larger than the physical one.  This event also has some great candid photo shots taken by @AgaGonczarek like the one below. She also created the mood video that captures much of the feel of the conference.


Some of the sessions that I found most interesting – Sharon O’Brian’s overview of post-editing, @paraics review of the work CNGL is doing, @marylaplante’s perspective of changing enterprise needs and innovation. Ultan also did a great impromptu presentation on the huge value of Information Quality at Oracle (he really does not like descriptions of IQ with the word controlled or simplified in them).  I also really enjoyed the Bulls Eye Sales Pitch session which compared and contrasted the actual sales pitch used by several brave and courageous LSPs who voluntarily faced criticism from both the panel and the room on their presentations.(We all need to do more of this to learn faster).  Differentiation is a fundamental business challenge for language service providers and this session did a great job of raising awareness and providing real insights into different differentiation strategies. There is a very nice downloadable twitter archive here where you can see mine and others coverage of these sessions, but unfortunately all the hardcore tweeters tended to attend the same sessions, so some sessions did not have very much twitter coverage.

I also spent a day with several people at CNGL at Trinity College Dublin to better understand what they are working on and also had a session with graduate students that was a lot of fun, where I got to tell them my opinion on what broad language technology problems needed to be solved and what research they should do to help us (the world) make more rapid advances. The students were respectful (about  my ideas) and at one point informed me that while my suggestions made sense and could even possibly have an impact on important translation problems, they were unlikely to have merit as PhD thesis ideas.  Most people don’t realize that CNGL has major SMT research initiatives underway that would rank it amongst the largest MT research programs in the world. They are also doing some very cool and leading edge work on global customer support. In fact, I think one of their research initiatives has produced customer support related technology that could be the basis of a formidable offering in the market, if I had the money I would be very interested in trying to commercialize it. This technology solves a very important problem: Getting the customer to the information they want, by quickly matching queries with carefully filtered and highly relevant response information.

I also got to be on a panel of judges that ranked CNGL PhD student thesis presentations. The winners were focused on improving Patent Search, Developing Better Localization Data Standards and Managing Quality in Crowdsourcing. There were also some cool SMT ideas and ontology development ideas that looked promising. The highlight of the day had to be the very brief visit to see the Book of Kells and the Long Room Library. It is heartening to realize that men sat together a few hundred years ago, and said lets build a library, and lets make it so amazing that men (and women) in future will realize that knowledge, words and books can and should be approached with awe and reverence. This place truly is imbued by the hand and touch of civilized beings. A marvelous and magical place whose scale cannot really be appreciated in pictures, but here’s one anyway (please sir, pardon my use of it without permission).



All conferences have some wonderful conversations and some of these are really heartfelt and should be celebrated. Even though some of these conversations may be the one and only interaction I have with these people in my life, I agree with Carlos Castaneda who recommends (in The Active Side of Infinity), that these conversations should be chronicled as memorable moments in one’s life. I can recall a few of these conversations from this trip: several conversations with Ultan O’Broin (sometimes with Renato there as well), a conversation about differentiation, vision and distinction with the lovely Polish duo of @AgaGonczarek and Marta (who tried repeatedly to get me to say Wroclaw correctly), a conversation with the lovely and talented Sara Nicolini about purpose and passion and finally a dinner conversation with Reinhardt Schaler (and Paraic) about India and Hard Times in Ireland and elsewhere.

This was also a particularly intense event for many and varied professional conversations about how to get started with MT. I look forward to continuing these conversations.

ELIA Networking Days Dublin 2010 from Agnieszka Gonczarek on Vimeo.


And indeed it was actually sunny for those three networking days.

The Global Customer Support Translation Opportunity

Recently I have written about why MT is important for LSPs. MT is a key enabling technology to make large volumes of dynamic high-value business content multilingual.  I have also pointed out the significant business value of making customer support content in particular more multilingual.I would like to go into more detail on the specific challenges one is likely to face in translating knowledge base and community content and how this could be addressed.

In most cases support content is likely to be 20X to 1000X the volume, of even a large documentation project so using MT technology will be a core requirement. It is also important that stakeholders understand that human quality is not achievable across the whole body of content and that it is important to define a “good enough” quality level early in the process.

Understanding the Corpus

The first step to developing a translation strategy for “massive” content is to profile the source corpus and understand volatility, language style, terminology, high frequency linguistic patterns, content creation process,  and assess existing linguistic resources available to build an MT engine. It is usually wise to do the following:

-- Gather existing translation memory (TM) and glossaries for training corpus

-- Identify sections that must be human translated (e.g. security, payment processing terms and conditions, legal content)

-- Analyze the source corpus and identify high frequency phrase patterns and ensure that they they are translated and validated by human translators

-- Identify the most frequently used knowledge base and community content and ensure that these are translated by humans and used as training corpus.

Once this is done, an MT engine can be built and evaluated. While it is important to do linguistic evaluation, it is perhaps even more important to show samples of MT output to real customers and determine whether the output is useful.

It is generally recommended that new knowledge base content is run through the initial engine and the MT translation is analyzed and corrected by human post-editors and linguists until a target quality level is achieved. This process may involve several iterations to continually improve the quality. The whole knowledge base can be periodically retranslated as big improvements in MT engine quality are accomplished. It is important to understand that this is an ongoing and continuously evolving process and that overall quality will be strongly related to the amount of human corrective feedback that is provided.

It is worth restating that there are significant benefits to doing this as the customer support environment evolves with the general momentum behind collaboration and community networks.The ROI in terms of call deflection savings and improved customer satisfaction is well documented and is significant. But perhaps the greatest benefit is the expanded visibility for the global customer who cannot really use the English content in it’s original form.

Microsoft has clearly demonstrated the value of making their huge knowledge base multilingual. At a recent TAUS conference they reported that hundreds of millions of support queries are handled by raw MT and interestingly, surveys indicate that the successful resolution and customer satisfaction in many of these languages is actually higher than it is for English! Others are starting to follow suit and Intel and Cisco have also done similar things on a smaller scale. The CSI presentation by Greg Oxton at a recent TAUS meeting states it very simply:


Content is King -- Language is Critical

I saw recently that analysts in the content management community have identified the growing demand for multilingual content as one of the strongest trends of 2009 and see it growing further in 2010. The Gilbane Group has a big emphasis on content globalization in their upcoming conference this summer. I was involved with a webinar yesterday with Moravia that focused on the customer support content globalization issue. A replay of the webinar is available here.

The time is now, to focus on and learn how to undertake content globalization projects that start at ten million words and and can run into hundreds of millions of words. This is the future of professional translation and I think that effective man-machine collaborations will be a key to success.

Making Customer Support Content Multilingual

One of the largest new opportunities for the professional translation industry is in the Customer Support departments of high technology or industrial engineering global companies. I have briefly described the reasons why, but I thought that it would be worth elaborating on this further. 

Many global companies, especially those that are members of the Consortium for Service Innovation realize that a major new trend that they face is the growing power of the community and self-service in the Web 2.0 age. We see that already 98% of customer support interactions of an average global high tech company happen in self-service and the community forums. This is a major shift. However, the focus and much of the resource allocation in companies is still on the call support center and relatively static documentation and content which the professional translation industry is involved with. This makes less sense every day as evidence suggests that the customer experience is often formed by how support problems are handled. As the CSI points out, this is done mostly by self-service content and the “community” outside of corporate control.

If English speaking customers choose to solve their problems in this way, it follows that most global customers will also want to do the same. However, the content available to the global customer is often a fraction of what an Anglophile can get to and so non-English speakers are often left frustrated. There is now clear evidence of the following:

-- The customer support experience is increasingly formed outside the call center and customers strongly prefer self-service and community support.

-- The support experience is often critical in forming customer perceptions and developing brand loyalty.

-- Global customers do not have as much local language information access and thus probably have a less satisfying support experience.

-- Making much more knowledge and product support content available is a key to generating a better support experience.

-- Good self-service knowledge base content and greater visibility to high quality community content can greatly enhance the customer experience.

-- There is a clear relationship between customer loyalty and increased revenue and probably repeat purchase.

This situation presents a significant opportunity for the professional translation industry. However, given the huge volumes of content that need to be made multilingual it is important and necessary that automation be a key component of the multilingual content development strategy.  Microsoft was a pioneer in doing this, and they showed that hundreds of millions of customers were willing to use machine translated knowledge base content. Until recently they had all the knowledge base content available in at least 9 languages and are expected to expand this to more languages in future.

The benefits of global enterprise making large amounts of support content multilingual are significant, both financially and in terms of positive customer as the following graphic shows. Not only is self-service content a HUGE cost saver it can also create real positive brand perceptions. 

The highest quality content production process will always need a high degree of human steering and expert linguistic guidance. Machine translation without humans may not provide the translation quality necessary to provide a positive support experience. The professional translation industry has a major opportunity ahead as major global corporations begin to act on this trend.

The role of customer support is shifting from answering questions and solving customer problems to facilitating a network of people and content. The Consortium’s research shows that the majority of the customer support experience is with content; not with people. The benefit of offering that content in the language of the customer is huge.

I will continue on this theme for at least another blog entry. I strongly recommend that you take a look at the CSI website as it is filled with great information and research on what is going on in the world of Customer Support.

Quote from the CSI web site:

Rather than continuing to invest in doing what we do faster, better, and cheaper, maybe we need to look at doing something altogether different... maybe there is a lesson for the localization industry in this.