Being Open and Honest to Customers is the Key to Success

July 8, 2010 (Hongkong) - Interview with Mr. Thomas Hauser, Vice President of Corporate Marketing & Communications of manroland AG

My first impression of Mr. Thomas Hauser, Vice President of Corporate Marketing & Communications of manroland AG is that he is such a gentle, well- educated and knowledegable gentleman. It is heard that the marketing team are like soldiers in war, always moving forward and capturing one fortress after another. All this needs tremendous courage and a high morale. Mr. Thomas Hauser, who looks very gentle, is one of the core people who lead the manroland soldiers to a number of victories. At the manroland booth during IPEX 2010, it was my great honor to have an interview with this "General", Mr. Thomas Hauser, who elaborated the success secrets of manroland's marketing.

Listen: Provide the customers with the service they need most
"Customer is God" this probably is not the best way describing how manroland serves the customers. From my point of view, manroland marketing and customers are more like best friends - they could work together very well and are open and honest with each other. When the customer is in trouble, manroland tries it's utmost to help solve these problems; when he is preparing for further business development, manroland helps him improve his printing capacity and productivity; when his business is on the rise, manroland helps him develop by providing the best advice and suggestions…Nowadays, customers not only need to be respected as highly as a God, but also need to be treated as friends, who are open and honest with each other.

"What kind of products and service do our customers need? What is the best form of communication way to meet the demand of our customers? manroland marketing is always there listening to the advice and suggestions from the customers. " For IPEX 2010 in Birmingham, manroland was thinking and acting unconventionally. Not a single printing press was exhibited at the booth. Thomas said, "manroland had done a thorough research, seeking the feedback from the customers before IPEX 2010. The message we received is that currently the global market is facing all kinds of severe challenges, which means we must change to meet the requirements of the market. There are two reasons why manroland decided not to exhibit any presses at IPEX 2010. One reason is that customers need more effective solutions. It is impossible to show all the advanced presses, technology and solutions of manroland in only one booth. Now, manroland showed its advanced products and technology to the customers multi-directionally and professionally with its VAP theme parks and VAP Show 3D video hall. The customers are divided into small groups to join the business discussion exploring the business models with manroland experts. The other reason is that the cost saved from no press exhibition in IPEX 2010 could be invested in more practical service provided for the customers." The comfortable and relaxing business area, a glass of soft drink, face to face interactive communication…What are brought to customers by manroland is not only the cozy environment, but also the practical business solutions which meet the requirements of the customers. IPEX 2010 provided a very good opportunity for people of printing industry across the world to gather together." Thinking from the point of view of customers, the manroland marketing team let the customers have a fruitful trip to IPEX 2010, and at the same time, manroland has achieved all what it wanted. Being open and honest with customers made this a win-win situation!

Our marketing team is the important link between manroland and the customers. They are like an inductor of a electronic circuit. They could agilely capture the information of customers' needs, pass it to the control center right away and respond to the customers quickly and proactively. When the customers would like to know about the development of the printing industry, manroland issues the corporate periodical message, sending the information on the printing industry and the latest moves of manroand to the customers in time. e.g. the newest issue of expressis Verbis, including a lot of real data of the industry; when the customers would like to know more about the newest products, trends, service and activities of manroland, manroland posts the news onto Facebook, the most popular website in Europe, and issue an e-newsletter regularly, staying connected and communicating with customers; when customers would like the tailor-made service, manroland immediately pass this info to the customers by direct mail…

Thanks: The success belongs to the whole team
Hearing the story of manroland marketing told by Thomas, I couldn't help praising him for his excellent leadership and the ability of marketing decision making. Thomas shook his head right away saying, "No. It should be the joint effort by the whole manroland marketing team, not just one person".

"They are very consistent." No matter image, service or even the communication ways, manroland marketing is consistent globally. "The products and image you see in the exhibitions in the UK, could be seen as exactly the same at the exhibitions in China. The consistent presentation could let the customers better understand and be integrated into manroland. All these are attributed to the good teamwork of all manroland marketing staff members, who are open and honest with each other, understand, communicate with and support each other. "

"They are very professional." manroland marketing maintains the long-termed good relationship with the key media in the world, who pass the information of manroland's newest products, technology and service to the customers across the globe. "The professional media themselves are a very focus service team. manroland marketing team could let them know about manroland's service concept, so as to make the customers better understand manroland." When mentioning the China market, Thomas openly praised and thanked the marketing team of manroland Great China. "The global financial crisis has brought a huge impact to the world in the last 2 years. The business performance of manroland in China market is very outstanding. Marketing team of manroland Great China has played a very important role there. They are very excellent and provide the customers with the professional service."

Be true to yourself and be honest and open to others. With this rule, I believe that everything could be easily solved in the world. Under the leadership of this gentle and sincere "General", Mr. Thomas Hauser, manroland marketing will be able to create many more miracles in the near future!

(Remark: This artilce is reproduced from Issue July in 2010 of Printing Manager, the reporter is Ms He Lu from KeyinPrint.)

Captions:

Mr. Thomas Hauser, Vice President of Corporate Marketing & Communications of manroland AG