What are the biggest challenges you see when managing the different localization components efficiently?

Phil: With larger, ongoing projects, we’re dealing with an array of elements beyond the actual content. We’re managing different file types (some of which are easier to edit than others). We’re translating various types of content: marketing materials, software interfaces, websites, documents, and so much more. Each job requires a different approach, not just in language, formatting, and QA but also in terms of larger questions like process management and automation, metadata, capturing business data, and reporting.

Another aspect for consideration is that the tools and technologies involved are diverse and specialized: Translation Management Systems (TMS) for tracking and managing workflow, Translation Memories (TMs) for re-using pats translations, Machine Translation (MT) for speed and efficiency, and QA tools for maintaining and enforcing high quality standards. 

Each tool plays a unique role, and managing them effectively requires a deep understanding of their strengths and limitations. There’s no one-size-fits-all solution. Some tools try to meet all of these needs simultaneously, but there’s usually a compromise in functionality: the “jack-of-all-trades” tools are masters of none. That’s why we often build custom integrations and tools for long-term enterprise customers. 

Each tool also generates precious data, including linguistics, quality, and performance data. This data is critical for business reporting and strategic decisions. Managing this data is another challenge, especially since many tools don’t talk to each other without custom integrations.

What best practices for localization workflows have you identified that can simplify the localization process?

Phil: In my experience, the most effective and efficient workflows have five key features in common: they are customized, data-driven, modular, and as future-proof as possible. And they’re straightforward to use even when there’s a lot of complexity behind the scenes. 

Each element plays a vital role, and they all interconnect to form a comprehensive strategy that makes it possible to manage these complex processes without an army of people. The goal is to continuously improve quality, cost, and speed while making life easier for our customers. 

The first thing is customization: I tailor every workflow aspect to the client’s specific needs. This approach includes considering the type of content, the desired outcomes, and any other needs to create a personalized approach for each program. 

Then there’s data-driven decision-making. A key focus of mine is how to centralize data from each client’s various tools. This focus could be data on translation quality, client feedback, or efficiency metrics. Consolidating data allows us to have a holistic view of our processes, and from there, we can identify trends, predict potential issues, and adapt our strategies accordingly. The more data we have available in our tools and processes, the better the results. Also, data fuels AI customization, and more and more of the technologies we are discussing integrate with AI.

Next is modularity: My mission has been to streamline by finding and implementing tools and technologies for each aspect of the job. It’s like building with LEGOS, where you can swap in and out pieces (technologies) to create the best possible build for each customer. This approach allows us to be agile and responsive. If a particular part of the workflow needs a specific tool, I figure out how to integrate it seamlessly, which often means developing custom solutions to bridge gaps between different technologies. 

Then there’s future-proofing: The localization industry continually evolves, with new technologies and market demands emerging constantly. The rise of artificial intelligence is just one example. I always try to think two steps ahead of these changes, not only meeting our customers’ current requirements but also planning ahead to meet their needs in the future. I design workflows to be flexible and adaptable, ready to incorporate new tools and methods as they become available.

To give an example, when I look at the data, I might see the need for a new tool or a different method in a particular area of the workflow. I can apply a customized, modular approach to integrate this new tool with any other tools in use. I’m always thinking ahead so that today’s workflow will continue to serve our clients well into the future.

Lastly, it has to be user-friendly: Not everyone involved in localization is a tech guru, and they shouldn’t have to be in order to use the tools we build. I focus on simplifying complex processes so that our customers’ teams are empowered to succeed without losing the underlying data. 

These practices work in synergy to make sure we get results that meet and exceed customer expectations. 

Can you share how this approach to localization adds value beyond basic translation services?

Phil: At the core of my work is the mindset of going beyond the traditional scope of localization. Global businesses are not just translating content; they need to thrive in a global context, so my work focuses on that. That means I always try to deeply understand our customers’ businesses and processes and build solutions to support them. 

I have found that often, you can build a solution that solves 80% of the problem, but doing that extra 20% is what really maximizes the value. I always look for that 20% because when it comes to automating processes, it’s often that final 20% that drives the big wins.