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Ging Visual Using Images Enhance Productivity Decision Making and Profits - Gerard A.

Gerard A. Ging Visual Using Images Enhance Productivity Decision Making and Profits - Wiley publishing , 2005. - 257 p.
ISBN 0-471-71025-3
Download (direct link): visualusingimagestoenha2005.pdf
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Not so smart—an image alone, unsupported by data
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Keyword / Lexicon wristwatches watches bands watch rings cameras goods optical necklaces gems earrings jewelry, costume jewelry
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file_size 2702440
Description watch plane
Advertiser Breitling Morgan’s Jewelers
Tag Line Instruments for Professionals
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Date Created 2004-10-25
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country US
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expiration_date 0000-00-00
Smart! An image and its supporting data
132
SMART IMAGES 133
There can be no doubt which image is ready to be used everywhere and which is not. Every word in the preceding display can be plugged into a search to help find this particular image. In this chapter we describe the building of the smart archive from which this information is accessible throughout the organization. We then follow these images through their many uses in the Clear Channel Community of Interest.
STEP 1. SURVEY: THE ROAD TO SMART IMAGING
Because we are picking up the Clear Channel story at an advanced stage, the company had already identified many types of communication that had gone visual, and its survey process was directed at better integrating images into its document information work flow. The more ways the images could be used, the more valuable they became.
Historically, Clear Channel had many different databases: accounting, real estate, contracts, maps, images, and so on. These databases were not integrated into one system. Clear Channel hired an outside consulting firm that audited its information processes and then pulled together a task force of people from all the different parts of the company for a week of brainstorming. The outcome was the creation of an internal, cross-departmental group that was charged with streamlining the company’s information work flow to adapt to the changing communication requirements of doing business, which, significantly, included the ever-more ubiquitous use of images. Based on a needs-evaluation study, which looked at things such as how proposals, contracts, and billing documents were generated, the company assigned its in-house programming and engineering group to tie together the information in all the databases.
On the sales, marketing, and accounting fronts, Clear Channel created three systems: Fast Pitch, Market View, and POP, each
134 GOING VISUAL
capable of accessing data company-wide. Each was specifically designed to integrate up-to-the minute text and image information in order to streamline the internal communication within the ClearChannel team and enhance the team’s outreach to its clients. Russ Mason describes the three systems and their benefits:
1. Fast Pitch. “This is a proposal generator that has really changed the way we do business. The account executive can access this database to pull together and integrate all the elements of a proposal. With Fast Pitch, everything you want to know about that whole contract, including the text descriptions, photographs, and the maps of all the proposed locations, are in one database.”
2. Market View. “This is a tracking system which starts with the initial proposal and traces the contract all the way through the Proof of Performance document. This gives us a new way to do business nationally by enabling sales managers, general managers, and salespeople nationwide to keep track of who the various offices are calling so that they can coordinate their efforts with a shared visual record of current sales-account activities. Market View is also used to generate case studies that show us the evolution of that business, which tells us what the problem was, what the proposed solution was, how we solved the problem, and what the outcome was.”
This approach is applicable to many businesses with ongoing client relationships. Recalling our Hyder & Company example, a Market View approach would work very well in providing the owner of any site with a vivid, comprehensive visual history of Hyder’s management of any given property. From maintenance and construction to tenant relations, the evolution of that business could be quickly assembled and communicated.
SMART IMAGES 135
3. Proof of Performance (POP). “This is a visual record, sent to the client with the invoice, that confirms that the contracted displays have, in fact, been deployed in the correct locations at the correct time. The reason for the POP system is a financial one: If the clients don’t see the pictures, they don’t pay their bills. With the POP system we can access the contract, and, by inputting the display structure numbers, we can pull up all the appropriate photos. The supporting organization is already in the data, so all we have to do is input the information from the invoice.”
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