IFRA

Answering for FUNKINFORM is Joachim Melzer, Manager for Sales.

WAN-IFRA: Why is CRM important for news publishers?

Joachim Melzer: First, CRM provides more market transparency.

The benefit is the possibility to identify new customers and target groups (e.g. buy new address data, match them with the present data, sort and interpret them by different classes).

The benefit is also to develop the business with existing customers (by analysing and transferring the succes factors of previous campaigns, sales can create tailormade offers).

Second, CRM is a strong tool to setup, structure and supervise the sales process.

With CRM, internal sales processes are becoming transparent.

The efficiency and the results of each step and each person involved in the sales procress are becoming visible, thus making it possible to adjust the workflow and develop successful internal structures and processes.

WAN-IFRA: What are the main questions that publishers have when they come to you for a CRM solution?

Melzer: Some common concerns involve:

• Integration and import of external data
• Creation of cross-media campaigns (print, web, mobile devices)
• Usability and effort for training
• Capability of analysing and filtering data, 'business-partner-model'
• Automation of standard routines e.g. print mailings, send e-mailings, use of
• Integration of MS Office (Outlook, Word)
• Integration and automation to production (display ads, banners, etc.)

WAN-IFRA: How does the process typically develop from the time a news customer comes to you for a CRM solution until they implement the solution - what are the steps involved here?

Melzer:  We use the following six-step process:

Step 1 is an expert discussion to hear and learn the specific needs and requirements and to understand the particular situation.

Step 2 is an onsite survey of the present workflow and the system environment.

Step 3 is to design a solution (processes based on Dialog software) accompanied by a customised onsite presentation.

Step 4 is the offer, negotiation and agreement.

Step 5 is the onsite implementation process together with the customer.

Step 6 is go-live followed by continuous customer care.

Interview by Brian Veseling, senior editor of Publishing, Editorial and General Management and WAN-IFRA Magazine.