Ayesa helps Diario de Navarra with its process of digital transformation

The regional newspaper is modernising its sales and marketing processes with solutions such as Microsoft Dynamics 365 Sales and Business Central.

Diario de Navarra has partnered up with Ayesa to push ahead with its digital transformation. To do this, it has implemented Microsoft Dynamics 365 Sales and Business Central, solutions that have allowed it to modernise the way it manages sales and marketing.

The newspaper’s parent group, Grupo La Información, identified the need to unify and improve the processes used to manage its individual and business customers. The goal was to have a single system that would maximise synergy at the group, strengthen its various brands and maximise sales. The ambitious project required a robust and scalable solution that would centralise sales and optimise key processes such as subscription management.

This saw Ayesa design and implement a strategic plan in two phases. The first involved implementing Microsoft Dynamics 365 Sales, which allowed for:

• the centralised management of business and individual subscriptions, as well as the adaptation of related processes to the specific needs of each segment;
• the centralised management of billing and global insights into customers; and
• an effective customer service, able to effectively deal with requests, complaints and other issues.

The second phase saw the implementation of a marketing automation solution. This has allowed Diario de Navarra to automate its marketing campaigns, improve the way it manages subscriptions, and increase the efficiency with which it captures and retains customers through web forms, landing pages and onboarding.

Unrivalled experience

Ayesa has been implementing CRM solutions for more than 20 years. This allows it to ensure the success of its projects through a comprehensive approach that combines technology, best practices and change management. It was also the company’s extensive experience with ERP solutions, such as Microsoft Dynamics Business Central, that led to it being chosen by Diario de Navarro for this project.

This has involved Ayesa:

• carrying out a detailed analysis of the client’s needs;
• configuring and customising the solution;
• providing training for the team at Diario de Navarra; and
• offering ongoing support to adapt the solution to the changing needs of the client.

Benefits

The project has brought with it a number of tangible benefits. These include:

1. The centralisation of customer relationship management: All information on customers and interactions are now stored in one place, meaning smoother communication and more effective decision-making.
2. The optimisation of processes: The automation and simplification of processes have reduced the number of mistakes made and increased productivity.
3. Better quality data: The integration of various platforms means more accurate and consistent data, something that has led to more effective sales and marketing strategies.
4. A stronger group: Synergy between various departments has strengthened the brand and seen the group grow.

Pushing ahead with digitalisation

Diario de Navarra began the transformation process with an on-premise version of Dynamic 365 Sales, subsequently migrating to the SaaS version to take advantage of all the benefits offered by the cloud model.

The implementation of ClickDimensions represented a milestone in its digital marketing strategy, cementing its position as a leader in innovation within the media sector.

Moreover, the introduction of the ERP solution Microsoft Dynamics 365 Business Central has allowed Diario de Navarra to manage its operations in one place. In the coming months, it will be connected to the CRM solution to provide truly comprehensive insights.

Thanks to the new solution, Diario de Navarra has seen the efficiency of its advertising campaigns increase by 57%, and the lead conversion rate for subscriptions through its website rise by 52%.