SDL Turns Vision Into Reality With Its Customer Experience Cloud
Paige O’Neill, CMO, SDL
SDL may have been around for about 20 years, but the company is anything but static. Senior leadership understood that the fast growth of the online world would require its customers to localize in a sophisticated way, SDL CMO Paige O'Neill explains. That meant considering the best way for SDL to grow, as well, to meet its customers evolving needs.
Customer experience management provider SDL has been acquiring technologies that fit with its core language translation capabilities, and as a result its path became clear. “It made sense to evolve with customer experience based on our clients' needs,” O'Neill says. This meant adding capabilities around content management, social media, online documentation management, mobile, etc. “All the pieces to help our customers deliver a great customer experience,” she adds.
This served as the groundwork for SDL's vision to “allow companies to optimize their customers' experience across the entire buyer journey.” Turning that vision into reality led to recent changes to the company's organizational structure, executive team, and go-to-market strategy, as well as the launch of Customer Experience Cloud, O'Neill points out. “Now, the company is unified around the customer experience go-to-market strategy,” she says. “We've reoriented ourselves for maximum impact in the customer experience management space. We feel that our broad footprint of unified, cloud-based marketing solutions differentiates us in the market.”
Launching SDL Customer Experience Cloud is the first in planned series of announcements over this year, O'Neill notes. The suite integrates campaign management, language translation solutions, social intelligence and analytics, and Web content management. Customer Experience Cloud is designed to empower customer facing teams including customer support, marketing, and e-commerce to better understand their current online customer experience and then improve it by offering contextually relevant interactions. “We're doing a lot of work around leveraging data from social to allow users to bring back an analysis of persona types and how they engage in social and then recommend a strategy of how best to interact with them,” O'Neill says. “And the integration between the marketing campaign solutions and the Web content solution enables marketers to see in real time customers' behavior on a site and respond with a campaign in the moment.”
SDL has additional product announcements planned this year as it shifts to an all-cloud model.