A Force to be Reckoned With – Growth of an LSP

Our Global Sales and Marketing Director, Kristine Berry-Trow, shares with us her views on how 2014 went for the company and what 2015 has in store for Capita Translation and Interpreting (Capita TI).

It’s almost 12 months to the day since I wrote my blog “Weathering the Storm, Transformation of an LSP” and following a very successful sales kick-off event last week, I felt it was time to put pen to paper once more.

Last week saw everyone involved in the sales process at Capita TI come together to kick start the New Year. From our US Business Development Managers to our Public Sector Relationship Managers, from Marketing to Bid Managers, everyone assembled to hear about 2015’s plans and strategies. However, I always think it prudent to review the prior years’ achievements and shortfalls before moving onto talking about 2015.

In the same way as 2013 – last year was also a year of considerable change. 2014 saw immense progression from reactively fixing the broken to proactively laying the foundations for growth. Some of the key highlights for 2014 are detailed below, demonstrating that the work we embarked on in 2013 really saw success come to fruition.

Our Account Management team once again consolidated, nurtured and grew over 60% of our revenue and client base. Through a continued focus of auditing our internal processes and striving for improved quality and customer satisfaction, our customer survey demonstrates that we are working with our customers more as partners rather than as suppliers.

Our New Business Sales teams also had some excellent successes, and new customers now view us as their localisation partner, working with us from a variety of industries. Our secure solutions offering has uniquely positioned us in the legal and finance world where customers benefit from our completely secure technology offering, ensuring their IP remains under their control at all times. The manufacturing sector also saw year on year growth as we continued to drive and develop our Machine Translation capability – a service particularly suited to this industry to drive down costs and deliver increased amounts of content at a faster rate.

Through partnerships with our key digital partners such as Lab and Ektron we are able to offer personalisation and impeccable CMS functionalities – TMS connectivity for marketing projects which is particularly useful for the travel and retail sector. Finally, we are keeping up to date with technology and have developed a robust App localisation programme for our High-Tec software clients as well as working closely with Capita ITPS to create a linguistic software testing platform. In this vein, our collaboration with other Capita businesses continues to thrive, meaning we can offer so much more than just localisation – customer management, event management, software testing, print solutions and company transformation to name just a few.

All of this work and success comes from a drive to create differentiation in a very crowded marketplace – laying those foundations for the next step of our growth. Towards the end of 2014 we officially ‘verticalised’ our Sales team in order to be able to focus on, further develop and enhance our key propositions to the respective markets and industries.

2014 was also a busy year for our marketing team, again moving from a reactive to a proactive operation. We launched a new website in Q4, development on which will continue into 2015 to ensure our customers, partners and linguists can get useful tools and resources at the click of a button. The Capita TI road trip reached far and wide, with more speaking and presenting opportunities than ever before. We took to the stage at Localization World and TAUS on 3 occasions promoting our work with Spil Games, Secure localisation and MT Quality evaluation respectively. Figaro Digital became a partner of ours as we embarked on the Figaro 21s challenge in both July and November (21 slides, each of 21 seconds) to speak about the value of Language in the digital world. Our brand new exhibition stand took pride of place at eCommerce expo and Going Global as many of you tried our buzz wire challenge #capitabuzz. Why not take a look at a quick round-up of all of our 2014 events?

2015 looks set to be even busier with the calendar already seeing us on the road at various events every single month.  Stay tuned into our social media channels to find out what exciting events we have coming up.

Away from the sales side of the business, our delivery structure also underwent significant change; re-structuring teams to content type; officially going live with a new TMS; strengthening our team with new recruits from the localisation industry, who brought with them a wealth of knowledge on all things language and localisation.

Laying these foundations in 2014 with the support of our parent group Capita plc and the continual investment in people, processes and systems has put us in a great position to now build our skyscrapers in 2015 and beyond.  We have moved from ‘weathering the storm’ to being a force to be reckoned with – and we won’t stop there. 2016, 2017 and 2018 could be the years we head to space…

If you would like to find out more about our plans for 2015 contact marketing@capita-ti.com. Alternatively, if you would like to discover what products and services suit your language requirements please visit our website for further information.



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