18. September 2013
First class subscription service for publishers Kleine Zeitung [Little Paper], Die Presse [The Press], Wirtschaftsblatt [Economy News] and Styria Multimedia
The CRM consultancy firm maihiro implements a marketing and sales platform at Styria Marketing Services
The CRM specialists at maihiro have implemented a new marketing and sales system for these publishers. Customer management for the subscriber business of the publishers Kleine Zeitung, Die Presse, Wirtschaftsblatt and STYRIA MULTIMEDIA (with magazines such as Miss and Wienerin) is based on the SAP customer management solution.
“Our new customer management system means we can be even better at supporting our customers. At the same time, we now have at our disposal a multifaceted campaign management system with fully automatic processing of complex procedures,” Walter Hauser, head of reader marketing and reader service at Kleine Zeitung, is happy to say.
Using its prototype-supported ‘CRM-to-Go’ method, maihiro introduced the new CRM solution based on SAP CRM 7.0. Each of the four publishers, who are themselves responsible for their subscriber sales just like always, can now access a unified system for managing their customer relationships.
The new solution includes a total of fifteen service processes from introductory calls to customer complaints and customer satisfaction surveys. More than 20 different campaigns can be processed simultaneously each day.
SAP Business Objects Data Quality Management runs in the background within each publisher’s business, covering automatic address checking while saving new data, fuzzy search for business partners, format checking when entering a telephone number, and a fuzzy comparison for duplicates. The project team connected the existing email marketing software and an external call centre to the new CRM system for the implementation of the campaigns. A multi-channel integration with telephone and email was also set up to deal with more than 100 calls per employee, per day, and a daily total of about 1000 emails.
The application platform integrates itself seamlessly into the existing system environment and is connected to the other IT programs in use via a standard SAP interface. SAP CRM offers the advantage that information is exchanged via an integrated system rather than “flat files” that must be extracted and re-imported into the CRM system.