Have
you been on a plane recently? Have you experienced the difference between
traditional airlines and budget airlines?
Low-cost
carriers have successfully reduced their production (indirect costs) costs,
which gives them a low price advantage. But sometimes, just low prices
are not enough . This short-term cost-cutting strategy may
be successful, but in some cases it may be counterproductive.
Traditional
airlines, on the other hand, are reliable and transparent, and most of them
have a better customer service experience. Yes, if there are special
requirements (such as extra legroom or extra baggage), they may charge an extra
fee, but with a comfortable service experience, the price is still
competitive. They may not include those optional purchases in the base
price, but they will not boast zero-cost flights simply because they do not
show airport fees and taxes as separate additional fees. This price strategy is twofold, for example: Bundle & Split .
Bundling strategy
Let's
start with the bundling strategy. In this example, the bundling strategy
corresponds to the package service provided by the airline to the passengers,
including not only the ticket, but also the baggage check. However, if the
passenger does not need to check in the baggage, then the package may end up
costly because it contains services that the passenger does not need.
Split strategy
The
split strategy mentioned here basically means that the
customer has the right to choose the service . This is
good for the company and its customers, who can choose to enjoy any service
that is convenient and useful to them. In the former case, the airline may
split the baggage consignment service separately.
Bundle and split your translation
service
Implementing
a bundling and splitting strategy for translation services can help you split a
service or set of services into smaller services and create value for your
customers without having to create new things. A good example of a bundling
and splitting strategy is that you can choose to buy only one article instead
of the entire digital newspaper, buying only a single track instead of the
entire music album. The cost of the entire newspaper or the entire album
may be lower than the sum of several articles or songs, but you will have the
things you want.
Your
company's bundling and split strategy must be based on customer needs and
requirements. You may have to look at the business data first. You may
have several questions: Who is your customer base? What services will they
buy from you (translation, localization, translation)? If you haven't
researched yet, but already know the answers to these questions, it's best to
conduct a customer survey to better understand the customer base.
Now
let's think about it: How do you break down the translation workflow into
multiple services? You can focus on basic business: translation, revision
and quality checks. You can also choose a more granular split, such as:
source text checking, source content authoring, creating a terminology
database, reviewing by industry experts, and even different pricing standards
for different content types.
Once
you've created a list of all the building blocks in your workflow, customers
can use these modules separately and profit from them, and you can start bundled these modules to package sales .
The
following are just a few examples
of translation combinations , which may provide a good
resource for a brainstorming session with your team.
Basic
service
QA
automated translation is like the use of a
low-cost airline tickets at the cheapest price to the
destination. Automated QA quality checks can help you quickly eliminate
inconsistencies in translation. If your company offers machine translation , it may initially include some simple post-editing
and automatic quality checks.
Building
module
Revision
A
translation with a complete revision and automatic quality check is
like a passenger using a cheap air ticket to enjoy a more comfortable service
during the flight. The first round of revisions can be completed by
reviewers and the second round can be done by industry experts. At the
same time, automatic quality checks will help you eliminate all the exploitable
vulnerabilities in the translation. If you use machine translation, this
level can include a round of post-editing (sampling or all) followed by
proofreading steps.
