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Measuring creates
understanding
customer relationship marketing
calls for a good understanding of custom-
ers, efficient utilization of customer informa-
tion, and campaign-specific measurement and
learning.
“Cost-efficient and effective marketing
uses several channels,” says Sales Manager
Marianne Kuosa.
“By knowing and under-
standing the behavior of the various target
groups, we can help our customers target
their message more accurately and approach
the recipient through the right channel.”
True potential can be found when there is
a thorough understanding of current custom-
ers. Such understanding can be continuously
improved with segmentation models and
classification services provided by Edita.
“It is important for a company to maintain
its customer information, as unmaintained
information soon becomes invalid,” Kuosa
says. “You can avoid unnecessary costs and a
bad reputation by updating customer infor-
mation on the basis of official registers, for
instance.”
It is a good idea to measure the effect
that a campaign has on its target group: infor-
mation obtained from campaign-specific anal-
yses is useful for marketing planning. “With
good customer relationship marketing, you
can achieve a true dialog with a customer,”
Kuosa says. “This will help the development
of the company’s business operations.”
•
Västra Aros
goes ‘lean’
quality control
and efficiency have
always been important for Edita Västra Aros.
A few years ago, the management decided to
take that commitment further. They decided
to get “lean”.
Lean is a production practice focused on
determining which processes build customer
value. Anything that does not build value is
considered waste. Based on the management
philosophy of Toyota Inc., Lean processes are
used worldwide in hospitals, factories and
government agencies. “We want to get more
value out of each hour we work,” says Edita
Västra Aros managing director
Lars-Göran
Nyberg
.
From January to August, 2010, the com-
pany ran a program focused on reduc-
ing waste and improving efficiency. Tn the
autumn of 2010, the company applied for a
project with Produktionslyftet (Production
Lift), a Lean-driven industry program. The
18-month program started at the begin-
ning of 2011. Two external coaches have
been working with the staff to build in-house
knowledge and competence. "The work has
been challenging but productive," Nyberg
says. "Some of the units have instituted daily
meetings to evaluate their processes. This
model will be rolled out through the rest of
the company in 2012."
“It is about routines,” Nyberg says. “It
takes time to get the mindset right. This is a
new way of working and thinking.”
•
Right tools make the
change
a good customer
register and effective
communication technology are needed to
deliver the desired message efficiently to the
customer’s preferred channel. In the best-
case scenario, the message also has a con-
crete, measurable target audience.
Tuomas Ilkka
, Design Manager at Edita
Prima, says: “There is a lot of information
about customers: companies have their own
customer registers, and the public registers
in Finland are kept nicely up-to-date. Efficient
use of customer information plays an impor-
tant role in successful communications.”
Edita Prima provides its customers with
customer-information analysis and produc-
tion of communications for various channels,
among other services. Multifaceted, state-
of-the-art software is used in processing the
data and producing personalized information.
“When planning communications, it’s
worth remembering that customer com-
munications is not just about separate cam-
paigns, but rather comprehensive care of the
entire customer relationship,” Ilkka says.
•
Marianne Kuosa
Lars-Göran Nyberg
Tuomas Ilkka
edita’s year 2011
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