Shure

Shure partnered with Americaneagle.com to improve their global translation processes by enhancing their integration between XTM Translations and SitecoreAI. XTM is an enterprise translation technology that is empowering successful localization for many of today’s global businesses. SitecoreAI is the digital experience platform (DXP) at the center of Shure’s international digital presence.

The collective teams focused on a defined list of translation goals for content, digital assets and the technologies that create and manage them. Improvements would center around a customized connector between SitecoreAI and XTM Cloud, enabling seamless communication, workflows, and asset management for Shure’s Global websites.

With that custom connector in place, content creation, editing, and translation is now more efficient than ever. At the time of launch, the new translation automations and processes for Sitecore and XTM were successfully supporting ten languages. Those intelligently translated assets are used across more than twenty Shure websites that have been developed to serve countries and regions spanning the Americas, Asia Pacific, Europe, Middle East, and Africa.

The new translation workflow includes thoughtfully structured reviews and approvals. Instant, automated notifications now help appropriate team members keep all assets moving efficiently from translation and edits to approvals and publishing. Directed by content editor selection of translation options, content edits can now be made in Sitecore and sent seamlessly to XMT for translation, then returned efficiently to the internal team’s new workflow at Shure.

A notable accomplishment of the reimagined translation solutions includes the ability to translate from any language to a full array of other languages. The previous implementation would only allow translations to be initiated from English and produced one-at-a-time in a selected language. Now, a single piece of content can be submitted in any language for translation to all other languages offered by Shure.

The internal website management team was trained by Americaneagle.com to maximize the new tools, capabilities, and processes. They were introduced to a Sitecore dashboard designed to improve visibility and management efficiencies for their large professional group of editors and reviewers, clarifying asset status and greatly improving end-to-end speed.

Since launching the enhanced and intelligently integrated translation solutions, the Shure team has shared unanimous appreciation for the clear difference this project has made. Intuitively managed within Sitecore, the speed and quality advancements have provided immediate impact in maximizing customer experiences at Shure.