Magazine article CRM Magazine

Breaking News: A CRM Success Story: The Cincinnati Enquirer Turns to WebSurveyor to Help Guide Its Editorial Direction

Magazine article CRM Magazine

Breaking News: A CRM Success Story: The Cincinnati Enquirer Turns to WebSurveyor to Help Guide Its Editorial Direction

Article excerpt

* What problems were you facing? These surveys are helping us guide the strategic changes in our company. We're a 165-year-old newspaper company evolving into a multimedia organization in the 21st century, and internal change was called for in order to make significant shifts in the business strategy. Many of our products and audience are now digital--there was a big change in the culture of the newspaper and the skill sets within our employee base, so having a surveying tool that would provide us with direction and feedback was critical. We needed an accurate, secure surveying solution to measure both customers and employees to assist in the change of our corporate culture and to prioritize changes based on its findings.

Ten years ago we launched Cincinnati. com. From the beginning, we used surveying solutions from various vendors, but we were unhappy with the majority of the tools we used. We were never completely satisfied, and I felt that there wasn't anything on the market that had the flexibility and price to meet our needs.

* How did you select the vendor? I kept my eyes open for a tool that would fit our needs. A little over two years ago, I did a search on the Web and discovered WebSurveyor. We tested the product out with a couple of surveys and were impressed. The solution was intuitive and easy to use, which was good for our newspaper because we don't have a lot of tech-savvy people. Within a year we moved nearly all of our surveys onto WebSurveyor.

* What do you use the solution for? We use the surveys for both internal and external measurements. To boost our readership, we conduct reader interaction surveys. We'll survey the readers to gauge their opinion about certain topics and then write articles based on the results. For example, we did a survey about how Cincinnati felt about the Great American Ballpark, home to the Cincinnati Reds. Over 6,000 people ranked the stadium and provided their personal opinions. This resulted in some great articles. We've taken a similar approach to measure the attitudes of younger demographics toward certain topics. We also use it for usability research for our Web site. When we launch a new feature or product on the Web, we'll do awareness and attitude surveys. This helps us gauge things such as site navigation, educating users about new features, and Web-site design. …

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