The customer is a large trading and retail company dealing with consumers and business customers as well as business partners. Its strategic alignment is clearly directed towards innovation. This also applies to customer loyalty. In the seminar & training division the customer therefore relies on “loyalty via training" in respect of its business customers and sales employees. A demanding target that is reached by staging the most varied of information and trade seminars at its own premises.

Initial situation

To date the key and sales promotion activities in the seminars & training division had been initiated, managed and administered via a simplified system. In respect of performance and functionality, the system neither corresponds with the management requirements nor those of the users.

The challenge

• Out with the old – in with the new
  Developing and integrating the new system for planning and booking seminars & training sessions, which supersedes the old system
• Central marketing tool
  Target-oriented implementation of marketing strategies via the central administration and specification of seminar content and products
• Administrative functions
  Active support in respect of planning, applying for, implementing, evaluating and documenting seminars and the opportunity to market the forum via renting

Implementation – from the ACTUAL to the TARGET situation

• Integration of the new system in the central sales controlling and settlement system.
  The fundamental modules of the central sales controlling and settlement system have already been implemented and launched. The further expansion of the system is systematically progressing by way of the integration of the system for seminars & training sessions.
• With due regard to the company’s success-oriented business alignment, the users are given the opportunity of controlling the forum success on an ongoing basis. This allows for the active support of the central planning, implementation, evaluation and documentation of and filing applications for seminars.
• Centralisation of seminar parameters/planning
  Training in the form of fully pre-planned seminars, including all training documents and presentations, is entered in the system. On the one hand this means the respective seminars can be swiftly and easily called up. On the other, customers can book them comfortably online without any reservations thanks to the information that has already been deposited in full.
• Link to the existing data warehouse
  The link to the existing data warehouse opens up comprehensive evaluation opportunities for sales managers in respect of the existing data.
• Target-oriented implementation of marketing strategies
  The central administration and specification of seminar content and products allows for the training of customers or sales in respect of selected products or technologies.
• Marketing seminar rooms via renting
  Implementing an online booking system for the seminars or the rooms expands the business division’s marketing opportunities.

The result

The flawless system operations create a huge opportunity for success control from a marketing point of view. An excellent result, which once again provides customers with a powerful tool with which to efficiently establish loyalty among their customers and partners.