No Content Globalization Without Effective Inclusion

Jun 28, 2017

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Diversity is a key value in digital globalization. Regardless of industry--or globalization maturity stage--diversity cannot live and thrive without holistic inclusion (a major enabler of content globalization). When it comes to the mind of global leaders and performers, holistic inclusion fuels a number of aspects of global content operations ranging from processes to standards and from planning to execution. As a matter of fact, inclusion underlies success all along the way--provided it is embraced from the outset of global expansion and growth. It may not always appear to be an obvious value, but it has to be present at each step of the content value chain. Let’s take a few examples of best practices or management details that prove inclusion is a collective and individual factor that cannot be missed in globally effective cultures.

Inclusive Workflows Enable Delivering Immersive Experiences Locally

Content globalization boosts interactions with stakeholders and customers across geographies, at regional and local levels. It is paramount to ensure that cultural, linguistic, and functional requirements are addressed from the early stages in order to craft the experiences customers want. These interactions within--and outside of--globalizing organizations pave the way for incorporating all imperatives and details in content design, development, testing, and seeding. Subsequently delivering properly localized content is leveraged to integrate and enrich experiences that become truly immersive from a consumer standpoint. Caring for inclusion internally makes content sell externally.

Inclusive Processes Broaden and Accelerate Content Globalization

Globalizing content is and remains a multidisciplinary and cross functional endeavour. While it should be clearly and centrally led, it requires a great deal of knowledge and integration--including various functions in different parts of the world, both internally and externally. From that perspective, inclusion enables globalization leaders to cover the whole content globalization lifecycle by empowering the end-to-end supply chain to connect and align when and how it is necessary. Fully centralized execution and delivery happens to be very difficult to achieve in any case, as content globalization implies juggling times zone simultaneously, as well as leveraging linguistic and cultural expertise within a number of markets.

An Inclusive Framework Brings Out the Best and Real Value of Digital Globalization

Ultimately, value is generated by a group of people for many other people. First, there are those who lead globalization efforts and drive content from a customer angle whether it is to create, localize, provision, or deliver it. This cannot be the success of one person hiding in some sort of ivory tower, receiving requests and pushing content out when and where it is required. Like in a factory, each “worker” is a contributor who must be considered as an essential link in the chain of roles and responsibilities. Then this internal value gets translated into value for international customers who are delighted with relevant and actionable content. More often than not, this is the very moment when the real value can be labelled as content effectiveness in its broad meaning. It also shows how a corporate value such as “inclusion” impacts the customer engagement and bottom line of each organization at the end of the day.

Inclusion is Neither an Option nor an Afterthought in Digital Globalization

Digital success is powered by delivery speed and customer care. Therefore technology is key to reaching the expected level of agility and centricity, most of all in terms of transformation, automation, and simplification. A lack of inclusion in that vital area does not only lead to missing joint forces with technology leaders and practitioners. It also impacts the way technology is used as tools and assets to meet and exceed expectations. The world is ever more complex, customers are ever more demanding, and competition is all around. Technology cannot be underestimated in its ability to address this evolving environment globally, and inclusion should solidify the key role of those who have the best say-do ratio in that field.

Like diversity, inclusion might not be naturally or immediately embraced. It is a shame as this value is tied to the overall business and all resources making it happen. Digital globalization has made it a higher priority that is not doomed to go away any time soon. In the digital age the world is a highly connected village where living and working together should prevail. Globalizing organizations of any size should replicate and take ownership of that goal to make their business sustainable in our world.

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