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"The ever more volatile and short-term market also requires the latest daily KPIs and evaluations for a mass product such as direct mailings. " – Daniel Steiner, CFO, Direct Mail Company
The aim of the Direct Mail Company, a subsidiary of Post AG CH with 200 full-time and 5,000 part-time employees, is to be the most competent partner for direct marketing in Switzerland. Its core business is the distribution of unaddressed leaflets and promotional material to up to 2.1 million households, spread over almost 5,900 distribution routes. Along with the parent company, it is one of the most relevant players in the market. It fulfils a bridging function between suppliers and consumers, with the capacity to transport the advertising message competently and on schedule.
Departments: Finance, HR, Sales
Implemented technology: iVIEW for ABACUS
Data Sources: DMPro, Abacus
A central component of corporate strategy is a proactive approach to the future and the adjustments to the corresponding challenges that this entails. Whereas all brochures were previously sorted by hand, this is now mechanised. This speeds up the process, thus permitting shorter reaction times. This also requires necessary adjustments in data processing to assure a solid basis. Until now, the massively large quantity of data could not be centrally evaluated.
The main concern of Daniel Steiner, CFO of the Direct Mail Company and his team, was to create a single internal information platform for all evaluations. This base was to provide all relevant KPIs, diverse types of turnover breakdown and comparisons, target specifications, average prices and CRM data. With this platform, all employees involved have a process-oriented "professional tool" for their daily work. Ultimately, the new facility will allow clear and useful evaluations and help increase the capacity to react.
The following challenges were to be addressed by the new business intelligence solution:
"We want a "professional tool" which outputs all the necessary facts and figures at the appropriate levels." - Daniel Steiner, CFO, Direct Mail Company
The idea of a business intelligence solution had existed for some time in the Direct Mail Company - but it lacked the right partner to put it into practice. Technical competence to link the various interfaces was a vital factor, as was an open way of working and the capacity to collaborate closely with internal contact persons. At an initial meeting, it soon became clear that Informatec was the right partner to develop and implement this project.
"Our collaboration has been more than successful. This partnership type of cooperation yields synergies and accelerates processes." - Daniel Steiner, CFO, Direct Mail Company
A business intelligence tool was developed, tailored to the needs of the Direct Mail Company. It has the following features:
The various stakeholders were closely involved in the process. Right at the outset, in the preparation of the balanced scorecard with the desired ratios underpinning the project, the requirements were obtained from the respective departmental heads. Development took place in close contact with the future users to adapt the software to their needs.
The solution developed for the Direct Mail Company is user-friendly and clear. In it, the numbers of all upstream systems are brought together. In this one place, employees can now find the "one truth", which was the target defined at the beginning of the project. The figures and evaluations are consolidated and reliable, which makes planning and communication easier for all involved. The effort of reporting has been significantly reduced. Many reports can be generated automatically. In order to make comparisons, for example with latest annual or monthly data, formerly the appropriate phrase had to be searched for in the folder. Today this is possible with a single click. Daily updates increase relevance and hence responsiveness. This is a big step forward in comparison to the previous monthly reporting. The various stakeholders will benefit from all the new data analysis possibilities:
A project is truly successful when it is actually used by employees.
This already became apparent a short time after implementation. To ensure that all employees can benefit, training and an internal contact person are important. Since the tool is demonstrably useful in everyday work situations, it is already clear that the benefits will continue to expand. The basis for a successful future has been created.
The solution should ultimately be a fundamental support for daily tasks, for many years to come. It should automatically show every movement and map all KPIs from the upstream programs. To this end, further data will be incorporated, for example from work rosters or production as well as route management. In addition, relevance can be increased by supplying updates several times a day.
Download Success Story (PDF)
"We are pleased to be able to expand the tool further. We have not yet reached the limits - especially since we shall also map the whole route controlling and customer management on the platform and thus achieve the best possible process transparency." – Daniel Steiner, CFO, Direct Mail Company
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