Customer Relationship Marketing Customer Relationship

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					  Customer Relationship

           Chris Frey
Director/Advertising Development

      Gannett Co., Inc.
          The CRM Strategy

  Develop a new advertising selling
  channel to grow revenue beyond the
  time honored, dependency of:
• Physical sales calls
• Inbound calls to us
• Historically limited outbound telephone
  The selling magician hadn’t kept up
  w/ technology and needed a new trick
         The CRM Strategy

  The goals
• Manage larger numbers of accounts;
  and send hundreds of emails and faxes
• Move parts of inbound to outbound
• Empower sales reps – self serve their
  own sales campaigns
• Improve tracking of outbound efforts
• Frugal technology approach for ROI
            The CRM Tool

 A computer application built for
 account executives:
• One database of customers and
• Customer contact management
• Can target customer behavior and/or
  business characteristics
• Sends hundreds of sales e-mail and
  fax messages at a time
• Organizes sales follow-up
      CRM Sales Process
  Telephone sales on steroids
• “Send plus Phone”
• Select 100 or more accounts each
  week: lapsed, non-advertisers, or
  scheduled contacts
• Select sales message to e-mail or fax
• Follow-up with sales calls Mon – Wed
• Recruitment goal – touch every
  customer over a month
    Recruitment Focus First
• New competition – huge wake-up call, most
  vulnerable business segment, least degree of
  customer relationship
• Largest potential customer base of any
  advertising category
• Lower share in some types of businesses
• Fit models of business-to-business selling
• CRM expands a finite sales resource
  Moving on to real estate, then retail
Putting the CRM Puzzle

        Case Study
  Sioux Falls Argus Leader
 Putting the CRM Puzzle

It’s not the technology
It’s the people, organization
and willingness to change
and do things differently
     Making CRM Work
 Advertising - Organization Changes
• Sales team/compensation
• Transient to ledger recruitment
• Expecting turnover
• New types of hires
• Sales management – new training
      Making CRM Work
 Advertising - New Selling Tasks
• Disciplined contact gathering

• Outbound calling
  – New for an inbound recruitment staff
  – Telephone selling Real Estate agents
  – Telephone relationships
  – Selling voicemails
  – Soliciting return calls
           Making CRM Work
  Advertising - Memorable Quotes
• “I can’t stand this, I want out of whole
   program!” (Employment Sales Representative)
• “You gotta be kidding me, how many extra
  accounts are we going to have?” (Employment Sales

• “Oh my God, they still don’t get it! Will
  they ever get it??” (Marketing Analyst)
• “I’m going to kill them!” (Classified Advertising Manager)
       Making CRM Work
 Marketing – Database Leadership
• External data supply
  – Understanding the merging customer &
    marketing data (D&B)
  – Customer files lead to customer & prospect
• Data “consciousness raising”
  Task force and commitment across departments
• “Standard Bearer” role
  Training, FAQs, and enforcement
         Making CRM Work
 Marketing - Communication Support
• New B to B selling materials
  •   Direct response orientation
  •   Simple messages
  •   Customer benefit (not our product) headlines
  •   Calls to action
  •   “Scriptability”
• New graphics software/training
• Greater calendar planning discipline
        Making CRM Work
    Business Office Support
• Customer database
    Operational data integrity (getting the bills out)
    Operational plus marketing data integrity
•   New data role w/ account setup
•   Account data cleanup role
•   Data gate-keeping
•   Transient to ledger recruitment
      Making CRM Work
 IT Department Support
• Business system database – leadership
  and reporting on data conditions/integrity

• Keeping things running
  – Network conditions/upgrades
  – Application database administration
  – User installs and training
  – Troubleshooting email/faxing channels

          Results – Sioux Falls
      What are people saying
    • “CRM helps me make over 400 contacts a month. It would require
      a lot more work to do what we do without it.” (Employment Sales

    • “It allowed me to reach new customers and bring in new revenue I
      never thought was there before.
      (Employment Sales Specialist)

    • “CRM is an important tool to help my employment team reach new
      customers and generate additional revenue. We’ve taken a whole
      new approach with the employment segment and made it fun for
      all involved by offering new promotions on a regular basis. I can’t
      imagine not utilizing CRM to target new business in all segment
      advertising. Bring on Real Estate!”
      (Classified Advertising Manager)
      Results – Sioux Falls
        Before                           After
300 Accounts + Transient           2,774 Customers in CRM

Average account list: 100          Average account list: 500
(Per Employment Specialist)        (Per Employment Specialist)

Average outbound calls:1,600       Average outbound calls: 2,705
(Per team, per month)              (Per team, per month)

Limited non-customer prospecting   Goaled on non-customer

One ongoing promotional offer      Fresh monthly offers

Two competing publications         One competing publication
      Results – Gannett
• Installed in 15 markets and growing
• Significant, incremental monthly revenue
• The application technology investment is
  recovered every month
• 40,000+ customer contacts developed
  over 60,000+ CRM advertiser accounts
• 25,000+ monthly email/fax sales messages
  sent followed by 30,000+ phone calls
          Final Thoughts
  Implementing technology like this
• Not for the faint hearted
• What are all the departments needed and
• What work processes everywhere will be
• What jobs will be created, changed and even
  possibly eliminated?
• Communicate a vision to create community of
  stakeholders across the departments
• Cross train/expose the technology to all the