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Customer Success


BRITISH AIRWAYS:

Localization Takes Flight

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> Being able to deliver a new language on ba.com in half the usual time enabled
> us to go live to coincide with our first flight to Korea.
> 
> Geraint Jones
> Digital Content Production Manager

Continually improving the customer experience both, on the ground and in the
air, is a way of life for British Airways. But long before customers ever arrive
at a terminal, the airline plants the seeds of a pleasant journey by providing
essential travel information to customers in their preferred languages.


THE CHALLENGE: COURSE CORRECTIONS

Due to the complexity of the company’s web and mobile content management
systems, gathering and preparing files for translation on complex functional
pages required assistance from internal IT teams. Developers had to generate
visual previews of where text would be displayed in order to achieve the high
level of translation quality demanded by the British Airways brand.

With content strategists consistently promoting faster release cycles, and
company executives anticipating expansion into several additional languages,
Digital Content Production Manager, Geraint Jones, began to critically examine
the approach to translation in 2014.


TRANSLATION FOR EVERY CONTENT TYPE

--------------------------------------------------------------------------------

 * Website
 * Mobile App
 * Website App


PRODUCTS

--------------------------------------------------------------------------------

 * Global Delivery Network
 * API


THE SOLUTION: SMARTLING

Jones and his team compiled a shortlist of potential solution providers, but the
vendor selection process quickly pivoted toward Smartling after an initial demo
of the Global Delivery Network. The tool’s comprehensive discovery and visual
presentation of British Airways’ digital content revealed an opportunity to
significantly reduce the internal IT burden imposed by translation.



“Breaking the ‘hardwire’ between our CMS and translation workflow was the key to
enabler greater flexibility in managing languages across our digital estate ”

British Airways agreed to put Smartling’s approach to the test with a
single-language pilot program to support a route launch to Korea. The version
was completed in only the time it took to translate the 500k+ words making up
the site. The Global Delivery Network immediately demonstrated its value,
helping content teams initiate and complete translation projects in record time.

As Jones continued to oversee this implementation, employees across the
organization were already taking note of translation improvements.

Content teams were excited to have a simple, centralized space for authorizing
and monitoring translation jobs. Developers were relieved to see that content
teams could instantly and accurately pull files into the translation environment
without IT assistance. And since Smartling automatically generated visual
context surrounding each snippet of web text, BA soon found its translators
consistently outperforming quality indicators from the previous year.

In fact, regional colleagues who were formerly tapped as internal reviewers were
eventually allowed to retreat from the translation process altogether. Following
migration off the previous platform, all 11 ba.com languages are now managed
through Smartling. It’s also successfully enabled expansion through the
implementation of a new regional Travel Agent extranet, a first language for the
BA App and language support for its’ ‘new distribution’ web-services.

--------------------------------------------------------------------------------

Tags:Global Delivery NetworkOptimizeTravel & Hospitality


MEET OUR TRANSLATORS

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NAO | MIE-GUN, JAPAN


SILVAN | CLERMONT-L’HÉRAULT, FRANCE


JEAN-FRANCOIS | NEW YORK, NY


MARIA | BARI, ITALY


TANER | ISTANBUL, TURKEY


OANA | MONTÉGUT-ARROS, FRANCE


TERESA | BERLIN, GERMANY


DANIEL | ASTURIAS, SPAIN

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