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The Pursuit of

Perfection in Translation

This eBook looks at how important quality is within the translation


process. Jump to a particular section by clicking a link below.

Challenges in the industry

How quality delivers profit

What is quality?

How is technology responding to the quality challenge?

Conclusion

The Pursuit of Perfection in Translation 

www.translationzone.com | www.sdl.com

Because close enough is not good enough


Traditionally, the consensus of opinion in the world of
translation was that quality improvements could only be
achieved through increases in cost or time.
This resulted in the so-called Quality-Speed-Cost Triangle, where the
successful achievement of all three objectives was seen as at best,
challenging, and at worst, unattainable.
So today the question is, can the industry deliver translations of the
highest quality, quickly, efficiently and cost effectively? Does a focus on
quality compromise the other two?
Here at SDL we believe that making quality intrinsic to your entire
translation and localization workflow does not result in compromised
speed or increased costs. And that objectivity in the measurement
of quality standards is key to delivering benefits that far exceed
improvements in quality alone.
Identifying objective quality measurements and using them throughout
the translation workflow, can lead to simultaneous and substantial
improvements in quality, speed and cost, and enhance every step of the
translation process, from supplier selection to final delivery.

The difference
between the
right word and
the almost
right word is
the difference
between
lightning and a
lightning bug.
Mark Twain

The Pursuit of Perfection in Translation 

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Why quality matters more than ever today


Todays business world is globalized, multicultural,
and more than ever before, multilingual.
Delivering quality localization across this
digital, multi-device and multi-channel
environment in a clear, consistent and
accurate manner, is crucial to keeping
customers loyal and winning new business.
High quality content localization is no longer
just desirable; it is now a pre-requisite for
competing in this global market.
Whether youre a freelance translator,
language service provider (LSP),
in-house corporate localization team or
a commissioning client, your business
depends on quality translations.

In this eBook we explore:


The industry challenges around
achieving quality translations
How quality can improve
profit margins
Define what quality is and look at
how technology has responded with
the measurement of quality metrics

We would like to thank Jean-Paul Dispaux and Odette Litar from the Brussels-based
translation agency IDEST, for their help in compiling this eBook. Youll find their input,
advice and guidance throughout the pages that follow.

The Pursuit of Perfection in Translation 

www.translationzone.com | www.sdl.com

Challenges in the industry


Challenges
in the industry

Section 1

Serving the work-giver

Serving the work-giver


Although corporate localization teams
and LSPs may have different objectives
for serving the work-giver, achieving a
quality output is a common goal. Corporate
localization teams are looking to achieve
an accurate translation to time and within
budget, whereas the key objective of an
LSP is to successfully serve the work-giver,
while making a profit. LSPs need to carefully
balance the deadline/volume equation
so that they deliver competitively priced,
quality translations, which still include a
suitable margin.

Jean-Paul Dispaux of IDEST offers an


important caveat, We know that the theory
of managing quality in translations can be
entirely different to the practice. In the busy
and pressurized world we all work in, good
intentions and procedures can slip.
For example, work-givers are not always
aware of what is involved in a translation
project so their expectations regarding
volume, deadlines and price can be
unrealistic and require careful management.
Its important, then, to have the best
possible processes in place to mitigate the
occasional issue or potential problem.

Be a yardstick of quality.
Some people arent used to an
environment where excellence
is expected.
Steve Jobs

The Pursuit of Perfection in Translation 

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Maintaining quality through people and technology


The key to long-term quality
standards in the translation
industry, as in all industries, is
maintenance. In the translation
industry, maintenance is
particularly critical on two levels,
comments IDESTs Odette Litar.

These are:
People

Technology

Maintaining a translator network not only


implies paying suppliers a fair price, but
also building a business relationship, such
as offering training options as well as
professional feedback and material.
This is the only way to achieve, maintain
and develop quality in the long run.
A network is a living thing; its a valuable
asset and needs to be nurtured.

The continued maintenance of translation


memories (TM) and terminology is key
to preserving quality, but it is not an easy
task and requires clear planning from the
beginning. If a TM does not match the
quality standard and is not 100% reliable,
it is a useless asset. Note that often it can be
more efficient to rebuild a TM from scratch
than to try to clean it up.

The Pursuit of Perfection in Translation 

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Solving the deadline/quality/price equation


There is a limit to the number of words that can be manually translated
per day without the assistance of translation technology. However,
Computer Assisted Translation (CAT) tools, such as SDL Trados Studio,
can help increase productivity, improve quality through enhanced
consistency and lower costs due to the quick re-use of previously
translated material. In addition, recent advances in machine translation
have also helped to solve the deadline/quality/price equation, as well
as develop a new skill requirement, post-editing.

S erver based systems, such as SDL Studio


GroupShare, enable the sharing of TMs and
terminology glossaries, thereby helping to
maintain consistency and cutting administration
workload. Quality is increased by minimizing
inconsistencies and human error.

DEADLINE
+

QUALITY
+

PRICE

The Pursuit of Perfection in Translation 

www.translationzone.com | www.sdl.com

Challenges in the industry


How
quality delivers profit

Section 2

Serving the work-giver

How top quality translations deliver bottom line benefits


General Motors Service and Parts
Operations Division experienced
significant business benefits
following the utilization of the
automotive industrys J2450 quality
metric in the early 2000s:

90% 75%
reduction in
translation errors

80%

improvement
in translation
turnaround time

cost reduction in
overall translation costs

Translationdirectory.com, Mission Impossible: Improve Quality, Time and Speed


At the Same Time, Don Sirena, Language Translation Manager, General Motors.
http://www.translationdirectory.com/article387.htm

Identifying objective quality measurements


and using them throughout the translation
process will result in a reduction of
errors and costs, while increasing speed
and efficiency.
In addition, this emphasis on quality can
enable you to better select your translation
suppliers, enhance their performance
(as well as that of your reviewers) and help
you help your clients improve their original
source texts.

Furthermore, translation excellence


empowers you to successfully deliver the
consistency and accuracy that enhances
your brand, your reputation and the way
your organization differentiates itself.

The Pursuit of Perfection in Translation 

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Challenges in the industry


What
is quality?

Section 3

Serving the work-giver

Defining quality?
According to the Collins Concise Dictionary, quality is a degree or standard of excellence, especially a high standard.
When it comes to translation quality, there
are objective and subjective factors involved.
The former includes those such as spelling
and grammar, where the latter might include
how the style and tone of voice used
replicates the source text.
According to Jean-Paul, Translation quality
is primarily a matter of perception. It starts
with the inherent quality of the source text
and the three key questions we should ask
of it: Whats the general intention of the
source text and what does the client want to
achieve with it? Whats the style of the text
and how does the message come across?
And, last but far from least, who is the target
audience the text is intended for?

We can see from Jean-Pauls comments


that the quality of the finished translation is
directly linked to the quality of the source
text. It makes sense that if the original
content has been poorly written, then the
translator will need to do a certain amount
of rewriting. This is when misinterpretations
or omissions can creep in, largely due to
time constraints.
Jean-Paul adds, Essentially, I think it is
possible to set quality standards at different
levels dependent on the clients needs and
how they intend to use the translated text.

At SDL, we agree. We believe two


fundamental principles should be
included in any quality improvement
process and these are:
1 
Fit for purpose translations
should be suitable for the intended
purpose and target audience.
2

 ight first time mistakes should


R
be eliminated, ideally by using
real-time quality assurance checks
within translation tools, such as SDL
Trados Studio, to help a translator
spot errors as they happen.

The Pursuit of Perfection in Translation 

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Overall, quality depends on both objective and subjective criteria


Objective criteria include:

Subjective criteria include:

The translation is complete:


nothing is missing in terms of content,
form or layout

Meaning: is the overall meaning of the


source text reflected in the target text?

The translation is correct:


in terms of language use, spelling
and grammar
The translation has consistency:
in terms of the terminology used
throughout the document being
translated and also matches the clients
previously translated materials
Linguistic structure:
the translation respects the target
language structure and is not simply
a literal reproduction of the source
language structure

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Style: does the style of the


target text replicate that of the source
text?
Fluency: does the translation read like it
was written in the target language in the
first place?

The Four-Eyes principle


In all cases, for quality to be achieved, a
translation must be reviewed by another
person who will check the translation
against the original. This is widely known
as the Four-Eyes principle.

Daniel Brockmann, Director of Product


Management at SDL agrees. Translation
projects typically have two phases and
both are equally important. The first
phase is the translation itself and the
second phase is the review. Ideally and
often, reviewers are not translators but
in country reviewers. They check the
target language only, without reference
to the source language, which was the
original basis of the translation.

The Pursuit of Perfection in Translation 

Measurements of
quality and integrating
quality processes in
the workflow

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ISO-17100:2015
This international standard was developed
from the European standard, EN-15038:2006.

International
industry standards
Internationally recognized
industry standards can help you
achieve quality in the
translation process.

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Its purpose is to establish and define what is


required from translation agencies to ensure
they deliver quality services. It encompasses
the core translation process as well as all
other related activities, including quality
assurance and traceability.
As such, the standard sets criteria relating
to human and technical resources, quality
management systems, client relations,
project preparation (administrative,
technical and linguistic) and the translation
process itself.

Note that translation agencies are free to


follow their own procedures, as long as the
various aspects are given
satisfactory consideration.
Odette comments, ISO-17100 replaced
EN-15038 in spring 2015. Its specifically
designed for the translation sector.
She adds. ISO-17100 regulates the
translation process itself. While ISO-9001,
which sets the standards for quality
management within an organization,
is used to ensure the documentation,
traceability and treatment of all detected
non-conformities are recorded and acted
upon. These standards help to maintain high
levels of translation quality, which in turn will
increase customer satisfaction.

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ISO-9001:2015
This quality standard applies to service and
production industries, no matter what their
sector or their size. Put simply, ISO-9001:2015
ensures a supplier takes all necessary
measures to guarantee that any goods or
services they deliver meet the quality needs
of their customers.

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In order to meet the standard, a supplier


must prove that a reliable and efficient
workflow has been established, with the
appropriate quality control at each stage.
The entire system must be documented
and maintained, so it can be clearly
demonstrated that the system is in place
and is being adhered to.

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Here is an example of possible quality criteria


We can see here that the project manager (PM) is involved in the first three
criteria. The other eight criteria are the responsibility of the reviewer.
Each criterion is given a score between 1 and 5, but the final score for the
job can be either the lowest score given to any of the criteria or an overall
average. Through a defined rating method the average rating to date provides
a cumulative quality score for the individual translator, which is built up over
time. Note that the translator also has access to this data.

Odette comments, Constant evaluation enables you to


identify your best translators for any given project. They can
be filtered by specialization or domain, by source and target
language combinations.
All tasks are assessed within the workflow and comments can be added. In this
way you can highlight the translators achieving your selected overall rating or
above for future translation work. Translators must have direct (online) access to
this evaluation, i.e. to their ranking. This is also an incentive for them to deliver
better quality.

13

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Management of feedback
Feedback management is
essential in achieving quality
and can be divided into three
broad categories:
Initial feedback from the client at the
start of a project. This can be gained
by asking the client questions after the
first analysis of the source text. These
questions will be asked by the project
manager and/or by the linguistic lead
Feedback from the translator and
reviewer during those processes
Feedback from the client after delivery
of the completed translation

14

Jean-Paul believes the project managers


role is vital throughout the whole translation
production trail: They should follow up on
the different issues, pass them upstream and
downstream, and archive them accordingly
in the workflow. Feedback management
includes creating, maintaining, updating and
managing the translation memories (TM)
and machine translation (MT) systems.

Furthermore, he says, effective feedback


management doesnt just improve the
performance of your translators and
reviewers, it also has another precious
spin-off - helping the client improve their
original source texts.

The Pursuit of Perfection in Translation 

www.translationzone.com | www.sdl.com

The day-to-day reality


Workflow structure and management
In theory, theory and practice
are the same. In practice, they
are not.
Albert Einstein

We said earlier that its crucial to have the best possible processes in place to ensure quality by
mitigating the occasional issue or potential problem. This is where an efficient workflow tool or
translation management solution comes into its own, Jean-Paul comments.

What it should do (and not do)


Typically a translation management solution should be an online tool that assists with a
corporate or translation agencys project production-side management needs; it should also
interface with any existing ERP (Enterprise Resource Planning) systems.
Bear in mind that an off-the-shelf translation management solution will typically not contain
all the functionality you need to match your business model. Conversely, it may also offer
a number of functions that you dont need, dont want and will not use. So it is important
to provide a formal specification and function requirement before investing in a translation
management solution.

15

The Pursuit of Perfection in Translation 

Stop using emails and standardize all messages


Although emails are often used for sending messages and files, they are
not always reliable and you never know for sure that things get through
warns Odette. So instead of using emails, it is much more efficient and
effective to use the functionality of a translation management solution,
and standardize on forms and communication channels. Thats because
all users are strictly identified and formally invited (by standard email
forms) to log onto the system to undertake actions that you invite
them to perform. These include downloading a file and confirming it,
uploading an invoice and so on.
In this way, you can always monitor what actions have been performed
by whom on the translation management solution. You will also be able
to track all flows and data, which can be used for other purposes like
statistics, accounting, exporting and archiving.
Several workflow platforms are available on the market but you can also
opt for a bespoke solution designed, developed and built under your
supervision. Both options have their advantages and disadvantages.
Whichever route you take, ongoing maintenance and updating should
also be factored in to your calculations, in terms of efficiency and price.

16

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The Pursuit of Perfection in Translation 

www.translationzone.com | www.sdl.com

How
is technology
responding
Challenges
in the industry
to the
Serving
thequality
work-giver challenge?
Theres no doubt, concludes
Jean-Paul, with the right processes
and new technologies in place, our
industry can deliver translations of
the highest quality, quickly, efficiently
and cost effectively. We can achieve
excellence without compromising
costs or deadlines. Whats more,
new and exciting innovations are
helping to make that objective ever
more achievable.

Quality means doing it right


when no one is looking.
Henry Ford

17

Section 4

SDL Trados Studio 2015 introduces


Translation Quality Assessment (TQA)
SDLs translation solutions have always focused on the capability to help
translators achieve the highest quality levels.
SDL Trados Studio, the market-leading translation tool, for example, provides one
of the most comprehensive sets of quality assurance (QA) controls. All of these are
fully automated and integrated into the platform to ensure translations conform
to a predefined set of rules. These tools include:

Spellchecker

XML validation

AutoCorrect

QA checker that focuses on


specific formal checks, such as:

Terminology verifier

Tag verification

Punctuation
Length verification
Numbers, dates and times
Inconsistency or repetition

The Pursuit of Perfection in Translation 

Whats more, these comprehensive QA


controls can be configured to suit the
content being translated and the workgiver who has provided the source content.
Spending a little time configuring these
tools at the start of a project will deliver
useful benefits.
For example, carefully configured QA
controls will ensure that any errors and
the warnings they evoke are accurate, and
appropriate suggestions are also recorded.
Of course, prior use of the QA controls
mean that fewer errors and warnings will be
reported, which in turn means less time
(and therefore cost) will be needed for the
review process.
In centralized scenarios using SDL Studio
GroupShare, the benefits can be even
greater. QA checks can be enforced in
real-time to ensure that the translators and
reviewers working on a particular project
work to a specific set of checks.

18

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Daniel Brockmann, SDLs Director of Product


Development, clarifies SDLs attitude to quality,
Given our leading position in the field of translation
technology, our core competence, quality, has played
a huge role in keeping us there. Its in our DNA.

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Translation Quality Assessment (TQA)


bringing objectivity to a traditionally subjective process

Excellence is not an exception,


it is a prevailing attitude.
Colin Powell

Launched as part of SDL Trados Studio


2015, TQA is a new and dynamic approach
to addressing quality assurance and
assessments in the translation process. It
provides the tools required to effectively
assess the quality of the translated content,
integrating the metrics and associated
scoring that best match the content type.
The integrated and automated QA controls
we have previously referred to enable
translators and reviewers to identify and
correct the more objective quality issues,
such as the absence of a full stop or
other grammatical error. TQA extends this
capability to the subjective quality issues,
such as a clients brand, style and tone of
voice to ensure a translation reads like it
was written by a native speaker.

19

Daniel explains further, TQA covers the


complete translation and review supply
chain. It is key for us to provide in-depth
functionality and features, to make sure we
offer a wide range of different validation and
quality assurance steps. Its crucial to have an
objective way of measuring quality, which
isnt easy in translation, because it can be
highly subjective.

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Two stage quality control


The in-depth quality control Daniel mentions is delivered by TQA in two key ways:

1
Quality assurance
Covers the objective quality tools we referred to earlier,
ranging from the AutoCorrect feature and grammar
checker to verifying that the right glossary or terms are
being used.

2
Translation quality
This provides many more features to enable you to score
a translation on the subjective factors, provide feedback
up and downstream, categorize the level of any errors and
define a translation as a pass or fail based upon them.

20

Daniel adds, Our approach is to


provide a framework of quality
categories like language usage
and style guides - to give reviewers
a structured way of ensuring the
quality of a translation. They are,
after all, busy people and are
prone to being subjective.
To offset this, our quality
process provides consistent
measurements, so that outputs
can easily be compared over time,
project to project or translator
to translator. In this way you can
accurately score the quality of
your suppliers and their work.

The Pursuit of Perfection in Translation 

www.translationzone.com | www.sdl.com

TQA and its quality metrics


We believe quality assurance is all about having a systematic process
to guarantee a level of compliance with a given standard. We measure
how near to that standard a translation is by identifying whats wrong
with it. TQA provides a functional approach to that problem, enabling
you to assess, evaluate and improve.
Quality metrics are the units of measurement TQA uses to minimize
subjectivity in assessing how close to perfection a translation is by
conforming to a standard. By defining the criteria that clearly identifies
the concept of defects, we can objectively classify them. Then by
associating a weight of importance with the category, TQA is able to
quantify the severity of any errors and defects.

At a glance TQA enables users to:


Define what quality is in the given context

Evaluate the content


Record and correct errors

Analyze the data and improve the process

21

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Complete flexibility comes as standard


TQA lets you choose and set up your translation quality frameworks from
a variety of built-in industry linguistic model templates. These include:

LISA QA still one of the most


popular models, even though LISA
no longer exists. One of the reasons
for its continued popularity is that
it was created specifically for the
localization industry.

TAUS DQF (Dynamic Quality Framework)


- developed by TAUS, DQF comprises of
a set of tools for quality evaluation and
productivity measurement, a content
profiling wizard, and a knowledge base
containing best practises.

SAE J2450 (Translation Quality Metric


Task Force) a model thats mainly
used in the automotive industry.

MQM (Multidimensional Quality Metrics)


a framework for building task-specific
translation metrics.

Alternatively, you can customize one of the above models or build your own to suit your needs.

22

In 2015, it was announced


that DQF and MQM are being
harmonized to provide the
translation industry with a
standard way to categorize and
measure translation quality.

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Why an objective quality process is needed


TQA brings objectivity to a process thats traditionally been subjective,
and structure where it didnt previously exist, comments Daniel.

Translators

Language Service Providers

Content owners

want to see what errors were


highlighted and commented on in their
work, to enable them to comment on or
correct them, or disagree with
the reviewer.

want to measure the quality of


translators against other suppliers,
improve their output and establish
company-specific translation guidelines
to evaluate the translators on how well
they follow these.

want to compare the price-quality ratio


of vendors to measure their return on
investment and improve the quality of
their translations by providing the most
constructive feedback.

Reviewers
want to have a consistent model to
enable them to rate translations
and translators.

23

Corporate language
departments
want to categorize types of errors within
their translations and build a model that
allows them to measure the specific
error types and their severity.

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What a TQA report can give you


Weve seen that the TQA process manages both qualitative and quantitative data,
which is obtained through the assessment of the translations by a reviewer.
So, heres what that information gives you:
A pass or fail threshold

An evaluation of MT

A quick estimate on overall translation quality at a


document and project level.

You have an option to assess the accuracy of the


translations sourced from an MT engine.

An evaluation of the translator

Automated reporting

Statistical data and tracking capabilities on quantity and


category of the defects either implemented or missed by
the linguist, including consolidated revision data.

Providing assessment and quantifiable measurement.

An evaluation of the reviewer

Data can be continuously used to identify where quality is


failing and improve it.

Evaluate the reviewer with sample data to ensure they


have sufficient subject matter experience.

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Improved process

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A solution developed in the real world


Matthias Heyn, VP, Global Solutions for SDL,
explains how TQA came about, Weve been
working closely with the European Union
(EU) and their institutions for many years.
Today, all of the core EU institutions utilize
SDL Trados Studio, with approximately 4,500
users on a daily basis. A few years ago, the
European Parliament and the European
Commission began discussing with SDL
the possibility of incorporating translation
quality assessment (TQA) functionality
within SDL Trados Studio.
Translation quality is a huge area for the
EU. For example, the European Parliament
currently has around 1,200 translators, the
European Commission about 1,600, the
Court of Justice involves some 600+ lawyers
translating, the Council of the European
Union 600+ translators, the European Court
of Auditors around 150, and so on.

25

See: http://ec.europa.eu/dgs/translation/faq/index_en.htm

The development of TQA was very much


connected to their practice of outsourcing
translations through a dynamic supplier
ranking system. External translations play
an increasingly important role: In 2014, the
European Commission outsourced 29% of
their total work amounting to more than
690,000 pages. The cost of translation for the
European Commission was 330million in
the same year. As to rough estimates from
the EU, the cost of all language services in
all EU institutions amounted to less than 1%
of the annual general budget of the EU in
2014.1
Clearly, quality issues such as errors and
inconsistencies waste time and money, and
thats not good in a period of budgetary
pressures. So we developed TQA to help the
client identify and prevent subjective and
objective errors and omissions, as well as
measure the quality of their translations and
translators.

At first, we thought TQA was a solution


specific to the EU, but very quickly realized
how it could benefit other organizations. So
we integrated it into the most recent release
of SDL Trados Studio.

The European
Commission outsourced

29%

of their translations
in 2014

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Maximizing collaboration and involvement,


minimizing costs, timescales and complexities
TQA is a genuine holistic approach to the quality issue. It combines objective and subjective
measurement criteria with quality assurance to enhance translation quality. In addition,
it democratizes the process, providing a methodology for feedback, right down the supply chain,
from translator and reviewer to translation agency and commissioning client. Everyone can now
be part of this and work in a more efficient way, right inside the translation flow, to reduce costs,
timelines and complexity.

26

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Challenges in the industry


Conclusion

Section 5

Benefits beyond your bottom line


You can see how putting the emphasis firmly on quality
especially when combined with the implementation of a solution
such as TQA can deliver translation excellence, quickly, efficiently
and cost effectively, without compromising budgets or deadlines.
In fact, TQA has, at last, brought objectivity to a process thats
traditionally been subjective, and structure where it didnt
previously exist.

To learn more about TQA, take


a look at a short tutorial
on how to use the new SDL
Trados Studio 2015 Translation
Quality Assessment feature.

The benefits to your enterprise are not simply financial. Your brand,
your reputation and the way your organization differentiates
itself will all be greatly enhanced, while every contributor to the
translation process will be better supported and served.

SDL_eB_Quality_EN_220116

27

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