The NürnbergMesse Group is one of the 15 largest exhibition companies in the world. It consists of NürnbergMesse GmbH and its 15 subsidiaries and affiliates. The company employs more than 1,000 people at eleven locations in Germany, Brazil, China, India, Italy, Greece, Austria and the USA.
Furthermore, NürnbergMesse Group has a network of international representatives operating in more than 100 countries. The portfolio covers about 120 national and international exhibitions and congresses. Every year, up to 35,000 exhibitors (international share: 44%) and up to 1.5 million visitors (international share of trade visitors: 26%) participate in the own, partner and guest events.
Consulting for CRM system selection
April 2017 – October 2018
NürnbergMesse approached dotSource with the request to optimise its customer processes and focus on sales and transparency in coordination with its partners in doing so. Furthermore, the aspect of internationalisation in particular was to be taken into account and reflected in the future system landscape.
The cooperation started with the commission to evaluate a new customer relationship management system.
By introducing an appropriate CRM solution, NürnbergMesse primarily wanted to increase transparency between all stakeholders and thus enable a 360-degree view of the customer. In addition to improved synchronisation of all partners, agencies, subsidiaries and third-party service providers, the Franconian exhibition company wanted to improve all customer-related processes and serve customers holistically.
Challenges & Procedure
The task was to find a system that is able to master current and future challenges for modern customer relationship management both in national and international contexts.
Design thinking methods for the creation of personas and exemplary customer journeys facilitated the requirements elicitation. The resulting requirement profile was then transferred to a so-called use-case-based product requirements document. In the course of this, the requirements were also weighted – the product requirements document became the basis of the selection process.
Within the framework of several workshops, NürnbergMesse managed to record its internal processes in a customer-oriented way and make them tangible in the form of use cases. These concrete requirements in turn facilitate the comparison of providers so that offers can be tailored significantly more precisely and specifically to the needs of NürnbergMesse, or the decision-making for a new, customer-oriented CRM system can be carried out based on facts and realistically.
Success & Added Values
What NürnbergMesse praised the most about dotSource’s consulting was the acting at eye level, the open and cooperative partnership as well as the joint focus on finding a system that can be internationalised, acts interactively and – above all – in a user-oriented way without being too inflexible in doing so.
Furthermore, Dr. Martin Kassubek of NürnbergMesse stresses that the consulting taught them a lot about how to set priorities regarding the number and weighting of selection criteria, how to approach huge projects with conviction and vigour, but at the same time in a modular and agile way – and how to win over employees for something new.
Thus, the genuine added value of the cooperation was not only a precise shortlist of perfectly fitting CRM providers for the digital sales of NürnbergMesse, but the company also identified potential for real change management and will actively take the inspiration to not only face digital change but to become a pioneer in its industry into the future.