PowerPoint Presentation

Enhancing the Customer Experience While Growing Your Bottom LineEileen WhiteExecutive Director Client ManagementCDS Global

Hello everyone My name is Eileen White, executive director of client management at CDS Global.

During this presentation Ill share actionable takeaways that you all should be doing today to enhance your customer experience and grow your bottom line.

When were thinking about what were doing, where were investing our time and what is working, its important to look back at trends.

Two years ago I presented with Beth Roy, results of our annual industry study on how publishers are embracing digital. After two years, weve come back with some different results that show how publishers are evolving and where theyre investing their time and money in growing their business.

One of the largest areas of growth lies in digital. Lets take a look at some stats from our study.

[CLICK]0Are Digital Strategies Fully Developed?In each of our three studies, weve asked if publishers have their digital strategy fully developed.

In our latest study, four percent of publishers indicated they have their digital strategy fully developed.

[CLICK]1Are Digital Strategies Fully Developed?PercentageSurvey YearAs you can tell, publishers were more confident in their digital strategies right during the digital explosion in 2011.

Last year, more publishers felt they had their digital strategy defined, and this year it dropped back down to 4 percent.

This is likely due to the fact that media companies are figuring out exactly what is involved in planning and executing upon a digital strategy more is required than initially thought.

[CLICK]2Digital Revenue Breakout by Revenue StreamTop 5 Revenue Streams % of Total (Out of 100%)2013201220111) Website advertising/sponsorships 38.8%40%25%2) E-newsletter, content e-mail ads/sponsorship 16.4%14%12%3) Digital edition subs/single copies 6.5%3.1%10%4)Publication (book or report) sales: print 5.3%4.4%5%5) Digital content, information, data sales 4.2%3.5%2%Other Digital Revenue Steams: E-commerce, web stores, online shopping environments; Website content subs/user fees; Online video advertising, sponsorships or other related-revenues ; Online subscription ordering/processing; Virtual events/webinars/webcasts; Online education/learning; Subscriptions/sales of apps for digital devices; Publication (book or report) sales: digital; Online memberships; Content licensing to other organizations/media companies; E-newsletter, content e-mail subs; Coupons; SMS/text messaging marketing/advertising sales; Other /Misc.Beyond digital strategies, weve seen revenue coming from different places as well.

More revenue is being generated than ever before in the realm of e-newsletters, sponsorships, digital editions, single copy sales and data sales than ever before.

Now is the time for all of us to make sure that were leveraging the tools and best practices to continue to drive growth to these statistics and revenue for our organizations.

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Gather Customer Email AddressesOne of the first things that publishers should be doing to ultimately support revenue growth is by gathering customer email addresses.

Seems easy enough, right? You should be gathering email addresses through as many channels as you can.

CDS Global manages almost 455 million customersOver 38% have a current email address on file: Of that universe:Yes 59.2%No 11.2%Blank 29.6%

There is a lot of opportunity to grow your emails on file and in turn enhance your marketing initiatives.

Next, Ill share a few ideas on how to gather email addresses.

[CLICK]4Utilize customer service to ask for email addressesIncent the customer to provide emailExtend an issue, etc.Validate existing emails on filePrompt for email at login to customer care Validate with element for securityAsk for email through all order mechanismsOnline acquisition channelsInsert cards, etc.Website clubs or newslettersRequire email at the time of registrations/authenticationUse permissions wisely or customers opt out of everything

5Gather Customer Email AddressesActionable TipsUtilize customer service to ask for email addressesIncent the customer to provide emailExtend an issue, etc.Validate existing emails on filePrompt for email at login to customer care Validate with another element for security Such as ZIP, etc.Ask for email through all order mechanismsOnline acquisition channelsInsert cards, etc.Website clubs or newslettersRequire email at the time of registrations/authenticationUse permissions wisely or customers opt out of everything

Now Ill walk you through some examples of publishers putting this into action.

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5Gather Customer Email Addresses6

Illustrates how Hearst requires an email address on their acquisition pages.

In their customer care environment, if an email does not exist on file, the customer is prompted to provide one. Although possible, Hearst has made it difficult to get around providing the email address. They are experiencing a significant lift in email acquisitions.

[CLICK]6Gather Customer Email Addresses7

Readers Digest also leverages a similar model requires customers to setup an account with their email address and password.

The easiest way to collect email addresses is to require it from the onset of the customer relationship.

[CLICK]7Make SureYourPages AreMobile Optimized8

Another key strategy for publishers is to make sure your pages are mobile optimized.

The rate of adoption for mobile is continually on the rise now is the time to make it easy for your customers to engage with their content and navigate acquisition and customer care pages.

Next, well walk through examples of how publishers have successfully adapted a mobile mentality in their business.

[Click]8Mobile OptimizationOptimize all acquisition and customer care pages for all devicesCreates a clean and user-friendly environment without scrollingResponsive design allows content to dynamically change to fit deviceGoogle beginning to drop ratings if not mobile-optimizedAnalyticsDevices utilizedApple vs. Android vs. DesktopPromote your digital brands

9When I say all devices, this includes: iPad, Android, Blackberry, iPhone, etc

As you can see the experience for your customers is extremely enhanced, creating a clean, user-friendly environment free of back and forth scrolling.

Google is starting to drop your ratings if your pages/sites are not mobile optimized meaning your site will show up lower on searches.

Now I want to show you Mobile Optimized vs. Desktop versions

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Mobile Optimization Example:Customer Acquisition(Desktop)This is an example of a customer acquisition page that is not meant for mobile.

Would not show up nicely on a mobile device.

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Mobile OptimizationExample:Acquisition(Mobile)Here is an example of a mobile optimized version of the previous page.

Much more mobile friendly and easy to navigate.

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Mobile Optimiztion Example:Customer Care (Desktop)Here is an example of a customer care site that is build for desktops not mobile-friendly.

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Mobile OptimizationExample:Customer Care (Mobile)Now, this is what the same page looks like in a mobile version.

The same functionality exists as the desktop version, its just easier to navigate on a mobile device.

This is very easy to do many companies are trained to build pages using rapid response design, which auto-fits the page for the device.

[CLICK]13Implement PaywallsDigital Subscriptions14

Another tip for the media marketplace is to implement paywalls

Your content is valuable now is the time to charge for it

Paywalls are relatively simple to set up and our team can assist with this

The Weekly Standard has seen success with this Offer options for customers to pay in advance or on a recurring monthly basis

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Implement PaywallsMembership Model

Readers Digests Club Taste of Home has also seen success through paywalls using a membership model.

Here, Taste of Home offers a club model that clearly specifies benefits of membership and makes it easy for the consumer to simply choose their preferred membership level.

This is essentially gating the way that content is being distributed.

[CLICK]1516Enhance Your Sales Efforts

Next, its important to enhance your sales efforts through your phone and online channels.

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Enhance Your Sales Efforts:

Case Example: Highlights for Children

One way that is always worth a test is attempting cross-sells with your existing customers when they call you for customer service.

Here is an example of a call where Highlights for Children attempted to sell a complementary product to their customer.

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Enhance Your Sales Efforts:

Single-Click Cross-sell OfferAnother successful way to generate revenue is through single click cross-sell offers on order confirmation pages.

Youll notice at the top of this example, a confirmation for a subscription to Better Homes and Gardens.

At the bottom of the page, an offer is presented to the customer for another magazine subscription.

If the customer clicks Subscribe, their credit card used in the previous purchase will be charged for the new order.

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Enhance Your Sales Efforts:

Cross-Sell Offer on Account Summary PageAnother way to drive sales is by presenting cross-sell offers on account summary pages.

Youll notice at the bottom of this screen, were presenting the customer with three other magazines that might be worth subscribing to.

This is relatively simple to implement and pays off well over time.

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Enhance Your Sales Efforts:

Impulse OffersIn the spirit of generating revenue, you can leverage impulse offers on acquisition pages to upsell new customers.

In this example, customers can simply click the box to purchase issues of another magazine on top of what theyre already planning to buy.

This works well for multi-title publishers but can also be implemented with products, calendars, events and other efforts.

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Enhance Your Sales Efforts:

Refer-A-FriendAnother method proven for success is encouraging your customers to refer-a-friend.

In this example, subscribers to The New Yorker have the option to give a one month digital subscription to their friends.

This is a great way to prompt free trials and acquire new customers.

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22Save Your Customers After they Cancel their SubscriptionAnother tip for you to leverage is saving your customers after they cancel their subscription.

Show interest in why customers decide to cancel.

While there are many reasons why customers decide not to renew or cancel their subscriptions, it can be to your benefit to remind them of the great content theyll be missing out on.

Weve seen our clients have success in immediately promoting a magazine after it is canceled by a consumer, reminding them of the content they know and love.

This has been incredibly successful for those publishers who leverage this process.

[CLICK]2223Maximize new online orders with immediate mailed promotions of complimentary products

Another tactic that works well in the media industry is leveraging your customers affinity for your brand with immediate mailed promotions of complimentary products.

Trigger marketing leverages CDS Globals mailing services to drive targeted promotions in an intuitive format.

This solution allows publishers to select and cross-sell relevant magazines to recent subscribers. For example, if a customer subscribes to a fashion magazine, he or she would receive promotions for the publishers other fashion-related magazines and any other publications targeted toward his or her demographics.

Trigger marketingProvides an additional source of revenueEnhances subscriber engagementIncreases revenue per customerAnd promotes increased investment with your brand

Hearst Magazines has seen an average 10-11% rate of response with trigger marketing, compared to 2-3% with traditional direct mail campaigns.

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Leverage Social Media as a Channel24One way to enhance the customer experience is through leveraging social media as a channel for interacting with your consumers.

[CLICK]2425Use as a search channel

Leverage Pinterest as a search channel

Fun facts about PinterestLaunched in March 2010 70 million users80% of users are women2.5 billion page views on a monthly basis

Logical way to push customer acquisition and gain interest via search

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Editorial posts drive considerably more engagement than consumer marketing posts

All top-performing consumer marketing posts reference contests & link to entry pages

Like this calls to action generated the greatest engagement among consumer marketing posts

Best PracticesIn terms of Facebook, here are some best practices to keep in mind:Editorial posts drive considerably more engagement than consumer marketing posts

All top-performing consumer marketing posts reference contests & link to entry pages

Like this calls to action generated the greatest engagement among consumer marketing posts

[CLICK]2627Install Twitter Cards (shareable links) for site content

Include photos, videos and links in tweets

Photo/video tweets get 4-5x the engagement

RT calls to action generated the greatest engagement among consumer marketing posts

Best PracticesWith Twitter, here are some best practices to keep in mind:Install Twitter Cards (shareable links) for site content

Include photos, videos and links in tweets

Photo/video tweets get 4-5x the engagement

RT calls to action generated the greatest engagement among consumer marketing posts

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27Recap: Top Tips for Enhancing Your Customer Experience and Growing Your Bottom LineGather email addressesOptimize for mobileImplement PaywallsEnhance Your Sales Efforts (Phone & Online)Cancel/Save Customer ProgramsImmediately promote relevant products to new customersLeverage Social Media

28Proven tactics to engage your customers:Make it easier for your customers to engage with your brandMonetize content quickly & effectivelyPromote your brand in new and creative waysGather valuable information on your customers

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28Thank You2929