DNP’s seamless product data evolution toward operational success

The traditional print-oriented contract sales, proved insufficient when customer requirements expanded beyond the scope of printing. As a result, the internal consulting team faced a surge in inquiries, particularly in areas like catalog production and web expansion. Additionally, the lengthy data preparation and maintenance processes resulted in extended product lead times and time-to-market, impacting the company’s responsiveness. This led to missed opportunities and a suboptimal customer experience. In response to these challenges, DNP redefined its business vision, pivoting towards printing and information (P&I) innovation — a fusion of printing and information technologies.

Recognizing the need for improvement, DNP aimed to make product information management more accessible and agile. With customers often unaware of available solutions and workload issue, DNP sought to streamline the process of identifying the right products. The decision to adopt Contentserv’s PIM to develop an internal product search system was driven by the recognition that a more efficient and centralized approach was essential to overcome these challenges. The strategic shift, marked by a transition to a solution with robust product search capabilities, aimed to provide all authorized parties instant access to the latest product information. The goal was to enhance response times, align with customer expectations, and foster a deeper collaboration with partners.

The setup features Contentserv’s cloud database and a purpose-built search interface seamlessly connected through an API. The product manager registers and edits product information directly in Contentserv’s dedicated database. To make a product accessible to all employees, it undergoes an approval process by a superior. Upon approval, the product is published and becomes visible through the intuitive search and viewing interface. Day-to-day tasks, like managing database items and handling name changes, are managed by the Marketing Department. This streamlined workflow ensures the smooth handling of product information, from registration to publication.

The company implemented educational activities to introduce the new system across its departments. Tailored sessions were provided for each major business unit and lectures were delivered to guide employees on optimizing the product search system. In addition to unit-specific efforts, the company conducted organization-wide educational initiatives to boost system awareness and offer valuable insights. This included announcements featured on in-house signage and the top page of the intranet. To ensure comprehensive outreach, DNP set up displays at in-house exhibitions, facilitating broader understanding and adoption of the system among employees.

The impact of this transformation extends beyond internal processes to positively influencing customers’ decision-making process. The new system, known as “Product Search,” facilitates quick searches and leads to potential sales opportunities. In fact, a survey conducted by DNP revealed that about 60% of customers progressed to business discussions after using the new system for product searches. Additionally, DNP accelerated its time-to-market by mitigating manual releases, and instead relied on streamlined processes to manage product information. This resulted in a shortened lead time between identifying customer problems and proposing solutions.

The system’s reach extends beyond sales processes, finding application in the head office department for various tasks including investor relations, newsletter creation, and preparation of recruiting materials. This versatility, providing a holistic view on products, automates processes significantly, highlighting the system’s adaptability and efficiency. More importantly, DNP achieved its goal of providing different departments, branch offices, and customers with quick, secure, and simultaneous access to product information.

Ultimately, the integration of Contentserv’s PIM has allowed DNP to deliver rich, complete, and up-to-date product data. This high data quality improves both the customer experience and the employee experience since internal teams now perform fewer manual tasks. At the same time, the sales teams have easier access to product data. Despite its success, the positive reception of the system has prompted requests for more product data, emphasizing the need for continuous improvement.