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Responses from Lufthansa Systems
- Article ID:
- 11269
Customer Relationship Management
In the May/June 2010 issue of WAN-IFRA Magazine, we feature an article on Customer Relationship Management (CRM) on pages 22-25. As there are numerous suppliers in this area and we have limited space in print, we could only publish a small portion of what they told us about their soltions. Here, we are publishing expanded interviews with the vendors for readers to get a fuller picutre of what they told us.
Answering for Lufthansa Systems is Gerd-Rüdiger Schmidtke, Marketing Director.
WAN-IFRA: Why is CRM important for news publishers?
Gerd-Rüdiger Schmidtke: The market is becoming more critical for news publishing houses. Revenues from subscriptions and advertising are in decline and shifting to electronic media. This is making professional customer management essential.
WAN-IFRA: What are the main concerns that publishers have when they come to you for a CRM solution?
Schmidtke: That CRM should not only cover the classical "relationship" but also include sales promotion and organisation.
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?
Schmidtke: Presentation/Specifications - Target concept - Fine-tuning - Realisation
WAN-IFRA: What developments are you working on in this area? For example, what are you planning to highlight for CRM solutions at IFRA Expo this October?
Schmidtke: A total solution covering aforementioned points, including complaints management.
Interview by Brian Veseling, senior editor of Publishing, Editorial and General Management and WAN-IFRA Magazine.
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