Starting point: Liebherr Group has more than 43,000 employees across 130 companies in more than 50 countries. The family-run business also has 11 product divisions with areas of specialization ranging from construction machinery through to components, domestic appliances and hotels. The Liebherr Tower Cranes division is active in five locations: Germany, Russia, India, Spain and Brazil. Its communications activities need to address the specific requirements of these different markets – while also creating a consistent and recognizable global brand identity.
The marketing team for the Tower Cranes division is headquartered in Germany, with team members based at its various locations worldwide. The team members develop material themselves, which presents challenges when it comes to ensuring brand consistency. Translations have to go through an internal correction workflow because they include specific technical terminology. Coordinating these corrections is often time-consuming due to the fact that they are performed by colleagues within Liebherr’s regional organizations worldwide.
The translation process was not clearly defined: Corrections were made in different ways and sent in different formats. This meant there were several rounds of feedback and often led to implementation errors when placing the translated text into the final layout. This process – and its many approval cycles – took up a lot of time because Liebherr never compromises on quality or brand consistency.
The task: To introduce an efficient translation process for all employees in Liebherr Tower Cranes worldwide that minimizes errors and is easier to work with.
The challenge: Implementing a TMS (Translation Memory System) with an automatic learning function that can be used around the world, regardless of local differences in IT and software availability.