Giving a voice to Amway business owners:
The core requirements of the project involved translating comments from Amway Business Owners on The Voice platform, and then translating the response. This was especially important in the context of discussion around comments and ideas not authored in English, to facilitate open communication between non-English speaking ABOs and English-speaking Amway employees. A specific goal of the project was for these “conversations” to be as meaningful as those between two native English speakers.
Rubric was to be on call to provide high-quality translation on an ongoing basis, fic days a week. One of Amway’s key targets for the project was to boost engagement on the platform, specifically to have 10% of registered ABOs regularly commenting, voting and submitting ideas.
How Rubric delivered boosted engagement:
Rubric’s services on The Voice project have exceeded expectations. In addition to delivering high quality, consistent translation that has boosted engagement in key markets, Rubric has gone above and beyond by offering valuable advice that has improved efficiency and profitability – truly acting as a Global Content Partner.
The results speak for themselves: a 220% increase in engagement across the platform, with around 37% of ABOs regularly commenting, voting, or submitting ideas. Rubric’s agile translation has helped create trust between Amway and their international ABOs, ensuring communication that is accurate, clean, and facilities understanding. This increases the legitimacy of the site and shows ABOs that Amway is willing to go the extra mile to make sure their voices are heard.
According to Jami Lundborg, Digital Platform Manager at Amway, “The translation moderation work [provided by Rubric] is what makes The Voice successful on a global level. Without it, we would not see the engagement levels we are seeing, and we would not have the support of some of our kep markets where machine translation is not sufficient.”
Rubric added considerable value to the project as a trusted Global Content advisor, providing clear and practical ongoing advice to improve the platform. For example, they suggested that Amway optimize the number of languages supported according to the actual amount of content coming in. Rubric followed through with the actual data to support this, working together with Amway to determine which adjustments would yield the most value.
Rubric’s work on the platform has had a further notable impact, as The Voice team has since won an IdeaScale innovation award for their engagement strategy – specifically for their translation support. This goes to show that investing in a comprehensive Global Content strategy has a tangible impact that doesn’t go unnoticed. By fostering discourse across traditional language barriers, Amway has proven itself to be a truly global organization.
Amway has high expectations for The Voice, with plans to expand into the Chinese market in the near future and a goal of reaching 30,000 active registered ABOs by the end of 2018. Entering the world’s largest market will be no small feat, and Amway will need to ensure their platform is in perfect shape to provide a seamless, natural experience for all Chinese-language users.
Based on the success of The Voice project thus far, Rubric is set to play an equally large role in Amway’s Global Content efforts going forward. And because the company has recently implemented Adobe Analytics – offering granular insight into many business activities – Rubric will have the data to provide an even better service as Amway’s trusted Global Content advisor.