1. Technology Changes Coming… Future of Customer Self Service
Steve Strout CIO

3. Customer Self Service is Commonplace
ATM’s have been around since 1973; now becoming kiosks – like print tickets for shows, airlines, etc.
How many people go to ‘Full Service’ gas stations?
The Internet has made it easier for companies to provide the opportunity for a customer (whether business or consumer) to serve themselves – started by providing things to buy
Amazon, Lands End, Walmart, Home Depot, Dell, etc.
Every major category represented
And have added services
US Postal Service allows you to do vacation stops, change your delivery address, etc.
Utilities allow you to start and stop services, change options, etc.

4. One View Advertising Circulation Customer Supply Chain
Line ads
Display ads
On-line ads
ads
Services/Tools like ad creation
Circulation
New / Current Subscriptions
Delivery
Customer
Supply Chain
Business Partners “Vendors”
Accounts Payable
Editorial / News
Customer supplied content

5. One View – Both Directions
Advertising
Retail
National
Classified
Circulation
Reader
Subscriber
On-line
Print
Newspaper
Supply Chain
Proposals
Catalogs
Editorial
Letters to the Editor
Local fact reporting (sports scores, church / club activities, etc)

6. The Integrated Toolset
SAP integrated suite of tools
Advertising with MDW’s AOE, Registration, as well as DTI, and Baseview
Circulation
Supply chain system – business partners (aka “vendors”)
Customer Relationship Management (CRM) with campaign management and contact management
Editorial / News (DTI and Baseview and MDW)
Adding Customer Supplied Content System
Integrating demographic and lifestyle data
Ad Creation through tools like MacDonald’s Promoter & VPE
“Push” delivery systems like
Reporting / Scoreboard / Measurement tools like MBA, CRM and Tacoda

7. Timelines – Customer Self Service (CSS)
Phase 1: Circulation business partner management and associated transactions (start, stop, payments, etc) – late spring
Phase 2: Profile (registration) management connecting SAP to MDW – late spring to early summer
Phase 3: Advertiser business partner management integrated with AOE – and associated transactions (display ads, line ads, payments, adjustments, eTearsheets, einvoices, etc) – mid to late summer

8. Timelines – CRM
Phase 1: Starting CRM with circulation campaign management – by early-to-mid summer; includes demographic and lifestyle data
Phase 2: Adding advertising business partner contact management with demographic and lifestyle data – mid-to-late summer
Phase 3: Advertising campaign management (late summer to early fall)

9. Make Better Suggestions – with Visual Impact
“Mr. Advertisers, there are 2,800 subscribers within a 2 mile radius of your store. 837 fit the specific demographics that you are looking for. And 281 have been on our website within the past 2 weeks looking for products you sell. We’d like to build a campaign for you to focus on these potential customers.”

10. Questions