Customer Story: SDL

SDL Gets Their Sales Team Up to Speed on New Products Faster with Qstream

In just seven weeks with Qstream, SDL achieved a 23% increase in product message proficiency across the global team.

Based in Maidenhead, England, SDL is a leading provider of software and services for language translation and localization. With operations in 38 countries, SDL employs over 3, 500 people worldwide and is a leader in Global Customer Experience Management.

Among the solutions provided, SDL Trados Studio, the world’s leading computer-assisted translation (CAT) software, is trusted by more than 200, 000 professionals to deliver localized content.

Named by Forbes as a major disruptor in their industry, SDL helps some of the world’s largest companies to increase speed to market with integrated customer experience (CX) environments that work across the entire customer journey.

The Challenge

SDL Trados Studio is a complete translation environment for language professionals who want to edit, review and manage translation projects as well as corporate terminology. With the release of the company’s latest version, Studio 2015, SDL required a more efficient and effective way to reinforce core messages across their global sales teams at scale.

As a market leader in their category, executives understood how critically important it was to ensure that the sales team was comfortable with the new product features prior to the release. To ensure launch success, the company was keen to find an effective way to reinforce key messages and product details at scale. Moreover, they sought a solution well designed to fit into the busy schedules of their sales managers without disrupting selling time.

The Solution

The SDL team quickly deployed Qstream’s mobile sales reinforcement solution. Using any device, Business Development Representatives responded to short Q&A- based scenarios in just minutes while in the office, or on the road. Challenges were pushed out every few days, highlighting important aspects of the new product features and benefits that were important to learn.

Based on user responses, the system then automatically resent the challenges over short intervals of time to ensure mastery. Simple game mechanics created an experience for SDL’s sales managers that was fun and engaging as they competed for points on the leaderboard based on their responses.

Qstream’s onboard analytics engine provided sales management with real-time snapshots of performance, engagement and proficiency gains. Sales fluency heat maps and manager dashboards instantly identified knowledge gaps where individuals required further support and coaching prior to launch.

The Results

SDL were delighted with Qstream’s ease of use, and unprecedented 95% engagement rate. There was overwhelming positive feedback from the sales team, who found the system very helpful in cementing their understanding of key product messages and preparing them for successful customer interactions.

In just seven weeks with Qstream, SDL achieved a 23% increase in product message proficiency across the global team.

A second Qstream challenge was created to ensure that the sales management team were as comfortable with the new material as the front-line sales staff. The management team also benefited from Qstream’s analytics in the form of targeted coaching opportunities. The metrics confirmed some points they expected to see, but also started new business conversations on areas to address.

About SDL

SDL (LSE: SDL) is the leader in global customer experience. With a completely integrated cloud solution for content management, analytics, language and documentation, SDL solves the complexity of managing your brand’s digital footprint as it grows across multiple languages, cultures, websites, devices and channels. Seventy-nine of the top 100 global companies trust SDL to help them create authentic, in-context customer experiences that drive demand and loyalty. SDL brings your brand to the world, and the world to your brand.
Learn more at SDL.com.