How, despite our growth, do we remain agile and close to the customer?
In a globally connected economic environment, the need by companies for multilingual content is constantly growing. While the market volume is rising, competition and cost pressure in the language services sector is increasing as well. The reasons for this include technological progress in the area of machine translation, the consolidation of providers, and the increasingly professional sourcing of language services by business customers. The Swiss translation agency Diction Ltd has recognized the need to act if it wants to continue to see strong growth in the face of increasing competition. For more than two years, the Center for Industrial Marketing has helped the Swiss company to focus consistently on their customers and professionalize its sales in a holistic manner.
Diction was founded in Buchs (canton of St. Gallen) in 2004 and has become a leading Swiss language services provider in a very short period of time. The dynamic company has established a name for itself with high-quality translations and an uncompromising focus on its customers. Unlike most companies in the sector, Diction relies mainly on a large in-house team of translators and editors. With more than 100 employees, Diction has now reached a size that makes professional sales essential for the organization. Only in this way will it be able to maintain its momentum and prevail in a hard-fought market. It is with this in mind that the management team of Diction approached the Center for Industrial Marketing.
First, the three areas of development for effective professionalization of sales were defined and prioritized in a series of management workshops:
- Customers: Segmentation of customers as the basis for target group-specific customer management.
- Processes: Development of processes that ensure consistent and high-level customer management and that integrate seamlessly with existing work processes within the company.
- Services: Creation of a competitive framework of services that meets different customer needs and can be configured individually for different customers.
The defined areas of development were discussed sequentially in cross-functional teams, with guidance and coaching by the experts from the Center for Industrial Marketing. The collaboration took place both on-site and virtually. To ensure quick project progress, the Center for Industrial Marketing saw to it that the work results were integrated optimally in the individual workstreams. It also coordinated the connection to the overarching strategy as well as the compatibility with other internal projects in close collaboration with the executive team and the management team.
Customer focus has never been a foreign concept for Diction. But thanks to the project it has been able to tailor its services, processes, and structure even more to the various needs of its customers. It continues to focus on its core values: premium quality, speed, and flexibility. With its tailored services, Diction is now able to meet the increased requirements of large global customers even better and more efficiently. The new sales approach also allows the language services provider to more effectively utilize resources for processing different customer groups. The stronger sales system has also helped employees involved in providing services to customers to coordinate. As a result, the company can actively structure the value chain and manage it to the benefit of all parties involved.
|The holistic approach of the project has convinced me. The aim was to develop the company as a whole, not just its sales department. The Center for Industrial Marketing skillfully and consistently helped us to navigate the change process and always kept an eye on the big picture.
Patrick Fassbender, CEO of Diction Ltd