How to your subscribers The 2017 guide Poor customer experience is costing the pay-TV industry billions in lost revenue each year.
3 Operating in a $300 billion market with hyper competition between services - where many pay-TV and over-the-top (OTT) service IF CONTENT providers are all fighting to acquire customers, grow customers and stop customers from leaving – is exclusive content still the IS KING, differentiator? CUSTOMER Until now, content certainly has been ‘king’ service (rich content and value for money) and the rise of social media has fueled were also the reasons why subscribers the hype surrounding blockbuster shows chose to cancel (finished watching and it’s EXPERIENCE like The Grand Tour or Game of Thrones, now too expensive). However, one of the driving customer acquisition and sign-up most startling facts uncovered by our latest IS QUEEN to subscription TV services. However, what 2017 global research is that poor customer happens when their favourite shows end? experience is now as critical as content and cost when fighting churn. In fact,one in four At Paywizard we’ve researched and surveyed consumers have left a pay-TV service in over 12,000 consumers in 6 countries over the last 12 months due to a poor customer the last few years and in 2015, our research experience. showed the very reasons to sign-up for a
3 Our research also reveals that spend if they were to take a new close to half of consumers have OTT service. 84% retained a TV service they might otherwise have cancelled It’s clear, poor customer experience would cancel their pay-TV service if a provider lets them down because of positive customer is costing the industry billions in experience, while four out of revenue each year, as subscribers five would terminate a service faced with growing choice and if their provider let them down. freedom from restrictive long- The importance of this factor is term contracts for many services 24% made even more evident when are exercising their power as you consider an additional finding: consumers. In this backdrop, it’s have cancelled, within the last 12 months, due to a poor customer experience Nearly two-thirds of consumers critical for operators to deliver who have not taken a digital pay- more than just quality content at TV package in the last year say a reasonable price. To succeed they would cut back on other pay- in 2017, reputation, trust and a superior customer experience are a TV subscriptions or downgrade a % package to bring down their TV must to drive loyalty. 46
have remained loyal to their provider because of a positive customer experience
4 THERE ARE 1 BILLION PAY-TV SUBSCRIPTIONS UP FOR GRABS AROUND THE WORLD IN 2017*
of new subscribers will cancel within the first 6 REASONS WHY PEOPLE LEAVE 50% months of 2017 NEW VS EXISTING SUBSCRIBERS Too expensive 39% 63% Too expensive have cancelled, within the last 12 months, due Not much to to a poor customer watch 29% 42% Not much to watch 1 in 4 experience Bad customer Bad customer consumers would leave experience 27% 35% experience a pay-TV service due to a poor customer 4 in 5 experience
have retained a subscription due to It’s now critical for a positive customer operators to deliver % experience 46 the highest levels of would keep their existing TV package customer experience and spend more on a 36% new OTT service
* Data from analyst firm SNL Kagan. All other figures from Research Now 5 study conducted on behalf of Paywizard November 2016. As customer experience has become a crucial factor in acquiring and retaining pay-TV subscribers, understanding and successfully DELIVERING fulfilling each step of a subscriber journey is critical for any operator. While it’s obvious for OTT-operators, where the flexibility of monthly A SUPERIOR rolling contracts leads to a high churn rate due to a ‘dip in and out’ mindset, traditional cable and satellite operators also need to stand EXPERIENCE up and take notice. ACROSS With evidence of consumers reducing spend moments across the subscriber lifecycle on their traditional cable and satellite services – FIND, JOIN, CONSUME, UPGRADE, as more subscribe to OTT services like DOWNGRADE, BILL, LEAVE, WIN BACK. EACH Netflix or Amazon Prime Video, the ability to These are the critical Decision Moments drive increased customer loyalty and defend when consumers interact with a TV service DECISION a share of wallet position is essential for and form opinions that influence satisfaction success. and loyalty, and if handled correctly by operators can lead to increasing profitability MOMENT At Paywizard, we believe there are 8 key and ARPU.
6 DISCOVER THE DECISION MOMENTS
What does it mean for the consumer?
I want to watch I want to be billed I want to be able to When I want to my favourite show, I want to sign up as I want the flexibility I want the flexibility accurately, with I want to be able to seamlessly view my cancel, I want to movie or sporting easily and quickly to upgrade my to downgrade my clear charges, on start my service up favourite content do it easily with event - what as possible - with services package services package time, and using a again as and when anywhere and as little hassle as service should I minimum fuss. as and when I like. as and when I like. payment method I want. through any device. possible! sign up to? that suits me.
FIND JOIN CONSUME UPGRADE DOWNGRADE BILL LEAVE WINBACK
We don’t want We need to the customer to We need to grow ARPU We need to We want to stop cancel but need to provide a simple by effectively We need to encourage content customers from support an active We want to actively and secure marketing securely collect How can we cost consumption downgrading with churn management market to churned subscriber on- upgrades to payment for effectively target across multiple alternative offers, programme that customers and boarding process, customers enabled each service, in and acquire the devices to help but would rather limits churn as convert as many collecting all the through an easy multiple territories, right customers? retain subscriber they downgrade much as possible. as possible back to information we to use self-service currencies and loyalty and drive than cancel their Those who do paying customers. need for service environment payment methods. upsell. subscriptions. choose to cancel delivery. with automated leave with a good provisioning. experience.
And for the pay-TV operator?
6 7 Through our 18-year history of delivering The secret to our clients’ success is thinking over 100 pay-TV projects we’ve gained about each Decision Moment. For example, WINNING amazing real-world experience and insights what impact can be made on a subscriber; into consumer communications, offers whether that be what promotional offers best THE HEARTS and processes. Unlike many technology get consumers to sign-up, to programmes companies, our managed service designed to encourage subscribers to background has meant our team of industry upgrade, through to identifying potential AND MINDS experts coupled with our subscription, billing churners and what campaigns best help win & CRM platform have been instrumental back customers. OF PAY-TV in supporting the complete end-to-end customer journey for our clients. Written by our experts, that have helped pay-TV operators around the world, we’ve CUSTOMERS During this time, we’ve acquired over 10 put together some advice and a number of million subscribers for our clients, helping tips we’ve learned along the way. Applicable to deliver inbound acquisition rates of up to both traditional pay-TV operators and new to 90%, outbound campaigns driving up OTT entrants, this guide is a practical view to 25% conversions, and churn reduction on how to deliver a better experience across programmes achieving turn-around figures of each Decision Moment. up to 60%.
8 DEBBIE LEISHMAN STUART BRODIE Chief Operating Officer Head of Client Onboarding and Platform Support Passionate about customer MEET OUR service and delivering great I started my career 20 years ago results, I have 18 years’ hands-on as a contact centre manager experience of what motivates for BSKYB before moving to consumers to buy pay-TV Paywizard. Along with a focus EXPERTS services. My experience spans many sectors including: on pay-TV, I have evolved my TV Everywhere, pay-TV, OTT, Broadcast Service project and account management experience to such a Delivery, IPTV, SaaS, CRM and Subscriber Management level I believe my forte is making complex and difficult System, travel, financial services and shopping pay-TV projects digestible and easy to deliver. channels. [email protected] [email protected]
18 100+ https://uk.linkedin.com/in/debbie-leishman-4953a47 https://uk.linkedin.com/in/stuartbrodie years experience customer projects delivered
CHRIS LLOYD SUSANNE ANDERSON Senior Technical Pre Sales Client Delivery Manager Consultant 10M+customers acquired $3BN+ I have over 20 years’ experience billed on behalf of customers for our clients With 23 years’ experience in delivering outstanding customer software engineering, I have service. My passion is for our been, in part, responsible for clients – working with them the core development of the everyday helping them to solve Paywizard Agile Platform as real business problems through we see it today. Driven by the needs of our clients’, the innovative use of our expertise and technology. I the insights of the business, plus a desire to improve was heavily involved in the Digital UK progamme and Some clients we’ve worked with efficiency and ARPU, the platform really is the have a significant amount of operational switchover cornerstone of all that we do. experience. [email protected] [email protected]
https://uk.linkedin.com/in/chrisslloyd https://www.linkedin.com/in/susanne-anderson-8a026336
CHRIS TRUEMAN BHAVESH VAGHELA SVP Insight and Innovation Chief Marketing Officer Throughout the last 18 years, With over 17 years’ experience in I have been responsible for the IT, software and data analytics finding the gems that make the industries; I am passionate about difference – the insights – the customer experience. With a wide nuggets of data that help inform range of technology experience, a course of action for our clients. from CRM through to Business Working across sectors, from pay-TV to shopping Intelligence and marketing analytics, I am well placed to channels, I have analysed client data and focused on support the modern pay-TV marketer embrace data and delivering value to our clients through insights. technology to drive customer acquisition, growth and retention.
[email protected] [email protected]
https://uk.linkedin.com/in/christrueman https://www.linkedin.com/in/bvaghela 8 The “Find” process is the TOP TIPS TO HELP SUBSCRIBERS FIND YOUR ease by which subscribers SERVICE can discover a pay-TV service either through 1. BUILD AND REFINE YOUR UNDERSTANDING OF organic means or through SUBSCRIBERS An investment in continual enrichment of your subscriber database and analytics will result the operator successfully in more targeted outreach campaigns and conversion strategies. These insights can also targeting them with help with delivering better recommendation engines. marketing activities. 2. OUTREACH VIA ALL POSSIBLE MEANS The wide demographic of the pay-TV subscriber community means that all contact mechanisms should be considered including email, SMS, social and even via in-app Questions to ask yourself: feedback and survey. Testing what works for each group and adaptation is a valuable tactic.
• What is our key demographic USE MEASUREMENT AND FEEDBACK FIND 3. and the most likely subscriber When creating any subscriber marketing campaign, build in mechanisms to help track to sign up for the service? results along different engagement stages, to help with building more successful iterative • What bundles should we create campaigns. based on our content library, licensing costs and delivery 4. SUBSCRIBERS WELCOME PERSONALISATION model? Create mechanisms that help build an affinity between the subscriber and the service to • How do we reach this target promote loyalty. Personalisation options like user profiles, wish lists, series reminders and subscriber and encourage them similar features enhance the consumer experience. to sign up? 5. WEB BASED ENGAGEMENT HELPS CONVERSION RATES The subscriber sign-up journey can be helped through providing the human touch - tools such as webchat can give potential customers reassurance, confidence and encourage conversion.
10 In the two hour window prior to a major PPV fight, customer online subscriptions increase significantly so it is critical for BoxNation to sign up it’s customers at scale and pace. Even at extremely high volumes of processing thousands of subscriptions per hour, the Paywizard Agile platform 80%sign up in the hours ensures every customer can register quickly and leading to a big fight easily, ensuring maximum revenue for BoxNation. Meanwhile Paywizard’s business intelligence dashboards provide the team with valuable real- time insight into the volumes and profiles of new subscribers signing up before a fight.
10 The “Join” process is TOP TIPS TO HELP SUBSCRIBERS TO JOIN YOUR the ability to make it as SERVICE QUICKLY AND EASILY easy as possible for new subscribers to sign up for 1. CLEAR PRESENTATION OF PACKAGES AND PRICING Avoid the use of legal jargon and small print that could confuse or upset wary subscribers. pay-TV services along with Upfront and all-inclusive pricing will dramatically reduce calls to customer support and the successful taking of billing enquiries. the first payment, service OPTIMISED USER JOURNEY FOR SIGN UP activation and delivery 2. Subscribers appreciate ease of use which is why marketing teams and technology must to the required end-point work together to optimise this journey with a minimal number of clicks and personal device(s). information capture (which should encompass any third party payment screen). 3. BUILD FOR SCALE Successful TV services can grow very quickly. Consider the use of Software and Platform JOIN as a Service as strategies that are designed to scale quickly both in terms of capacity and Questions to ask yourself: cost. This ability to meet spikes in subscriber on-boarding is vital for SVOD sports services due to the nature of major events or high profile matches. A robust platform should also be able to scale down to meet off-season budgetary constraints. • Which methods of joining should we offer? 4. TEST YOUR ONLINE SIGN-UP AND MESSAGING PLATFORM • What data do we need to Website developers and technical people are vital for delivery but real people and focus capture to allow us to validate groups can provide insight into the effectiveness of your approach. the customer, take payment and deliver the service? 5. SURVEY YOUR SUBSCRIBERS Subscribers that have gone through the find and join processes can provide great insights • How do we make this process simple, secure and cost into how you can improve, so seek their input through surveys. These insights can help effective? you build service improvements especially relevant for the first 3 months that are critical for the long term subscriber loyalty.
12 13 CONSUME devices. package, acrossalloftheir within theirpay-TVservice that theyhavepaidfor and consumecontent subscribers candiscover is theeasebywhich The “Consume” process
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Questions to ask yourself:
After signing up, is the content easy to find and once selected plays immediately over multiple devices as part of a seamless experience? Can more desirable content be easily discovered and then served to subscribers in a proactive fashion? As an operator, am I effectively communicating with my subscriber, providing enough information, tools and personalised services to allow the subscriber to get the most value? 4. 3. 2. 1. MORE CONTENT TOP TIPSTO HELP YOUR SUBSCRIBERSWATCH Suggesting newcontentthroughboththeEPGandemail shotscanleadtoanincrease However, mostsystemsstilluseasingleemail addressforthepayingsubscriberso For pay-per-viewservices,theopportunitytoofferselectivearchivematerialsuchasa To obtainaloyalcustomer, helpthemtogetacquaintedwithyourservicethroughthe back intoacommunication programme isagoodstrategy. preferences changeandhavinga6monthsshortemail askingifasubscriberwantstoopt Remember tomake optingoutaneasyprocessbutalsoconsiderthatpeople’s in viewing,ascansendingoutpreviewsofwhat’s comingupin thenext fewweeks. HIGH CONSUMPTIONREDUCESCHURN individual usersandtheeffectivenessofoutboundcommunication campaigns. survey canaddvaluabledatatoenhancerecommendation engine, searchfacilitiesfor user profileisnotstatic.Occasionallyaskingsimplequestions withouttheneedforafull remember tocraftmessagesthatcanbesharedamongst asubscriberhousehold.The VIEWER PROFILESAREVALUABLE and getaccesstoseason2earlyormaybeexclusive backstagecontent. and loyaltybuttheydon’t havetobeprice specific.For example, watch more ofseason1 often overlooked backcataloguematerial.Contentrewardsencouragemoreconsumption historic sportingeventataheavilydiscountedratecangenerategoodwillandshowcase CONSIDER OFFERINGCONTENTREWARD PROGRAMMES complained abouttoomuchassistance. try helplines,idiotguides,on-screenpopupsorevenvideotutorials.Nobodyever method thatappealsmosttodifferenttypesofconsumerdemographic.For example, BE PROACTIVE –ESPECIALLY INTHEFIRST 90DAY WINDOW 13 Customers watch PictureBox films on up to five different registered devices, including mobiles, PCs and smart TVs. Two thirds of OTT content is viewed over laptops, smartphones and tablets; consumers want to have full choice over which device they Watch view their content. PictureBox enables customers to stream to up to three devices at any one time anywhere on – so multiple people in the same household can watch different content at the same time, and five devices individuals have greater flexibility over how and where they watch. If customers have any queries about their subscription, Paywizard provides contact centre support and technical assistance via email.
15 BILL various paymentmethods. currencies andthrough in multipleterritories, each serviceconsumed, collecting moneyfor accurately andsecurely this meansamethodof operator perspective, subscriber. From an methods thatsuitsthe on timeandviapayment ability totake payments The “Billing”processisthe
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Questions to ask yourself:
How do we offer the widest range of payment options while reducing transaction costs? How do we deal with failed payments to ensure we keep the customer? How do we manage billing at the end of trial periods and when bundles change? 4. 3. 2. 1. AND CAREFULLY MANAGE PAYMENTS TOP TIPSTO OFFER FLEXIBLEBILLINGOPTIONS
As operatorstryoutnewbusinessmodels,paymentoptions andpotentiallyexpand to If thepaymentprocessishandledbyathirdpartyprovider, make sureallformfilling Although purchasesviatheinternetaregrowinginpopularity, agoodportionofsociety Consider makingbillingchanges,suchassubscriptionrateincreases,visibleintheEPG the billingprocessescanprovide greatinsightsintohowyoucanimprovetheprocess. match thecharacteristicsofsubscriber. Surveyingsubscribersthathavegonethrough new territories,itiswisetocontinuouslymonitorandadjust yourcreditcontrolcycleto BILLING ISANEVOLVING PROCESS DSS securitystandardtoreducethechanceofpossible ITbreaches. party billingagentyouplantouse, ensuretheyarecompliantwithfinancialindustries’ PCI- consistency helpstopromoteconsumerconfidenceand trust.Irrespectiveofwhichthird screens sharethesameconsistentlookandfeelas pay-TVservicefrontend.This SECURITY ANDCONTINUITYISPARAMOUNT options helpstowidenthesizeofaddressablemarket. bought fromretailoutletsandpaymentmadeviasmartphone. Offeringmorepayment consider thisoption.Inaddition,someregionshaveastrongtake-up ofpaymentvouchers still prefersatelephoneagenttakingpayment,especiallyover55s,andoperatorsshould REGION ANDDEMOGRAPHICVARIATION OFFER APPROPRIATE PAYMENT METHODSBASED ON providers. common reasonforpricerisesininternationalservicesdeliveredbytransnationalservice at loginandexplain thereasoning.Fluctuatingcurrencyexchange rates,for example, isa BE CLEARABOUTBILLINGCHANGES 15 UPGRADE multi-room viewing. access orset-topboxes for or evenadditionaldevice channels, premiumcontent This couldincludemore in exchange forreturn. commitment toaservice the leveloffinancial subscribers toincrease is thedecisionfrom The “Upgrade” moment
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Questions to ask yourself:
How do we increase the likelihood of upgrades? How do we define an attractive upgrade bundle? What do we need to do to seamlessly manage the upgrade process? APPEALING TOP TIPSTO MAKE UPGRADINGSIMPLEAND 5. 4. 3. 2. 1. Offering freeaccesstocontent andpackagespotentiallywithafreedevicelike an STB or Don’t impactthecustomersbillingimmediately–waitto next billingdate. Give Upgrades thatallowadditionaldevicessuchastabletviewingareprovingpopularwith Although asinglepriceforfullaccesshasprovenpopular, thispricestrategymay not To increasethelikelihood ofupgrades,make theprocesssimpleandstraightforward ends, customerswillbemore likely toupgradethefullpackage. HDMI TV-stick foralimitedperiod andencouragemaximumconsumption.Whenthe deal FREE BUTTIMELIMITEDOFFERSINCENTIVISES UPTAKE approach. in tothenext month.Customersaremore likely toupgradewithagetnow, paylater individuals theopportunitytoupgradeservicesbut financialimplicationsdon’t kick UPGRADE NOW –PAY LATER! cater fordifferenthouseholddemographicslike childrenandworkingadults. device pricingisagreatwaytocreatefamilypacks withdifferentbundlesperdeviceto subscribers andofferawayoftemptingmoretransient viewerssuchasstudents. Per EXTRA MOBILEDEVICEUPGRADESAREPROVING POPULAR want toreducefinancialcommitmentabetteralternativejustcancelling. inventory andgivespeoplethatwanttotestaserviceanupgradepaththose appeal toeverytypeofsubscriber. Asetofpackagesandbundlesgivesmoreproduct GRANULAR BUNDLESALLOW FORMOREFLEXIBILITY that useplainlanguagecanbeaffirmedthroughanacceptancetick box. Always ensurethatmessagingclearlydescribersthevalueofupgradingandlegalT&C’s behind subscriberauthenticationcontrolssothatnon-payingsubscriberscan’t upgrade. with asfewclicks aspossible. However, ensure thattheupgradeprocessisinitiatedfrom STRAIGHTFORWARD) REMEMBER TO KISS(KEEPITSIMPLEAND 16 Data insight is crucial to truly understand a subscriber and maximise ARPU during upgrading and downgrading. Paywizard delivers insight on customer sporting preferences and subscribing habits to help eir Sport match customer requirements to offers. By running email, SMS and 50%conversion of offers telephone campaigns simultaneously to minimize reducing churn during customer churn for a group of customers who post-season had signed up for a time-limited 99 euro offer, Paywizard successfully converted 50% to on-going customers for eir Sport. DOWNGRADE in thefuture. subscribers maycomeback will make itmorelikely that does leave, asmoothexit loyalty and,ifasubscriber will helptopromoteservice handling thismomentwell TV servicesmeansthat the fluidnatureofmodern or arivaloffering.However scarcity, pricing,seasonality ranging fromcontent triggered bymanyfactors pay-TV service. Thismaybe to reducesubscriptiona the decisionbyasubscriber The ‘Downgrade’ momentis
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Questions to ask yourself:
What factors make subscribers downgrade? How can we reduce the likelihood of subscribers wanting to downgrade services? What can we proactively offer to retain the customers that are considering downgrading? 1. MAXIMISE ARPU TOP TIPSTO MAKEDOWNGRADING SIMPLEAND 5. 4. 3. 2.
IMPROVEMENT DOWNGRADE SURVEYS AREAVITAL TOOL FOR SERVICE them basedondataanalytics gatheredfromtheirsubscriberprofile. operators favour. Proactively engagethecustomerwithdowngradeoffers thatworkfor the last2weeks beforepotentialchurnarethemost criticaltimetoturnthetideinan Monitor forcancellationsignals suchastheendofpopularshoworsportingseason as WATCH FORTHEWARNING SIGNSANDACT series linkandDVR andother featureswhichmayswaythedecision. regularly educateusersonthingsthattheymayhavemissed like catch-up, musicservices, the numberofSTBs /accessdevicescouldeasefinancialconcerns.Itisalso wiseto originally intended.Basicpackagesthatofferthemost popularcontentorevenreduce package maywellpersuadeasubscribertomake asmallerreductioninspendingthen In somecases,providinganalternativesuchaspausing asubscriptionorslimming OFFER ALTERNATIVES TO DOWNGRADE into theserviceandalsohelpwithcreationofbundles andpackages. Through aggregationandanalysisthesedatapointscanhelptounearthvaluableinsights insight intoeachsubscriberandalsotheoverallebbflowofasubscriptionservice. Every downgradeandupgradeeventprovidesausefuldatapointthatvaluable CENTRALISE ANDPRESERVE YOUR DATA surveying. due toaperceivedcustomerservicefailure;anissuethatcanbecapturedduringexit Customer retentionteamsshoulddefinitelybeusedtotalksubscribersthatareleaving feeling generatedduringadowngradewillmake itlesslikely thatasubscriberwillreturn. could beconsideredasanindicatorofhoweasyitistoreturnandanybarriersorbad Some subscriberswilldowngrade;ithappens.Yet theexperience ofdowngrading A SMOOTH DEPARTURE MAKES FORANEASIER RETURN acquisition process. the successorfailureofoutboundmarketing campaignsaswellhelpinginthecontent trends. Whentaken overalongerperiodoftimetheycanformbaselinetocorrelate aggregate, isusefulinhelpingtouncoverserviceissuesandidentifybiggersubscriber A simplesurveythatcapturesthemainreasonsforasubscriberleaving,whentaken in 18 LEAVE subscribers. ultimately winningback term profitability, and benefits intermsoflonger is smoothoffersmany ensuring theexit procedure if thatprovesimpossible, the desiretoleaveand, at thispointistoreduce service providers,theiraim subscription package. For decide toendtheir point whensubscribers The “Leave” momentisthe
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Questions to ask yourself:
How do we make our services more engaging in order to keep subscribers’ happier for longer? How do we avoid alienating people who leave, but we aim to win back at a later date? What proactive steps can be taken to reduce negative churn? TOP TIPSTO RETAIN LEAVING CUSTOMERS OR 4. 3. 2. 1. MAKE ITEASY TO COMEBACK Make theprocessofleavingassimplepossible. Confusingtheleavingprocesswith switching tomoreappropriate bundlesmaypreventformalexit requests. communications withadvice ongettingthemostoutofserviceandofferoptions for opportunity topre-emptdefectionsbeforecustomerseven take action.Sendingproactive Although animperfectscience, dataanalyticscanhighlightpotentialleavers,providing an PROACTIVE ANALYSIS CAN SPOT POTENTIAL LEAVERS subscription fee. require on-premiseequipmentmayaddresscostconsiderations whileretainingthebasic removing unusedset-topboxes fromspareroomsorswitchingtobundlesthatdon’t be bettermetbycancellingunusedelementsorreducing accessoptions.Forexample, For subscriberswithbundlesmadeupfromcomponent parts,arequesttocancelmay QUITTING GRANULAR DOWNGRADES OFFERABETTEROPTIONTHEN may resolvetheissueandsaverelationship. the optiontospeakto, eitherbyphoneorwebchat,acustomerservicespecialistthat billing problemormisunderstandingoverwhatisthebestbundletosignupfor. Provide resolved satisfactorilyandcanleadtoanexit. Thiscouldbeasimpleastechnicalissue, Sometimes arequesttoleavemaybetheresultofspecificissuethathasnotbeen A REQUEST TO LEAVE SHOULDPROMPTALTERNATIVES back offersinformedbydata. contract isterminated.You canusethistimetoenticepeoplebackwithwell-targetedwin- leaving, dependingonthedateinmonth,restofmonthisstillactiveuntil new offerscansendthewrongmessage. Usuallywhensomeonenotifiesyoutheyare EASY EXITWELCOME RETURN 19 Recording preferences and behaviours whilst the subscriber is an active customer is key to a successful win-back strategy. Carefully targeted email, telephone and SMS win-back campaigns can attract lapsed customers with “Welcome Back” offer codes to remind them of specific events, the 30%conversion from new season, or by suggesting compelling offers targeted win-back such as race day tickets for Racing UK customers. campaigns Paywizard achieves typical conversion rates of more than 30% through proactive outreach and personalised offers. WINBACK financial circumstance. back’ offersorchangesin sports event,special‘come a newhighprofileseriesor many factors,rangingfrom This maybetriggeredby subscription pay-TVservice. to apreviouslyused by acustomertoreturn “Win Back”isthedecision
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Questions to ask yourself:
What is the best way to reach out to previous subscribers to attempt to win them back? How do we tailor a win-back offer that is compelling? What are the practical steps needed to re-establish service to a previous subscriber? YOUR SERVICE TOP TIPSTO ENTICE CUSTOMERS BACK TO 4. 3. 2. 1. improvements areamplified bythe exclusivity oftheoffer. offer ofanewpackage containingadditionalrewards.Evenseeminglyminor deal that wasvaluedbytheservice provider, whichisshowing itsappreciationwiththe recognise thattheformersubscriberhasalreadymade apreviousfinancialcommitment offer newsubscriptionbenefitsareveryeffectivein re-engaging theseconsumers.They Deals thatareaimedspecificallyatwinningbackthe business offormersubscribersand WELCOME BACK OFFERSWORK them backeasier. and buildingmarketing collateralthatreflectstheirvaluesanddesires canmake winning information inasmartway. Goingasfardevelopingpersonasforformersubscribers subscriber basedondatacapturedwhentheywerea customer andthenusingthis scorecard towardsbecomingaspammer. Thekey isbuildingaprofileofthedeparted Each communicationthatfailstoengagetheaudience isanothermarkinthepotential PERSONALISED CAMPAIGNS AREMOREEFFECTIVE service changesandwidermarket forces. that analyticsprocessesarerunregularlyascustomerinsightsevolvesbasedontheboth other piecesofinformationcapturedviasubscriberinteractionsareaddedtothispooland re-engagement iftheydecidetoleave. Make surethatviewingdata,deviceusageand valuable insightsintotheirrequirementsandhelptoguideongoingmarketing, aswell Every subscriberleavesbehindadigitalfootprintandotherusefuldatapointsthatprovide CENTRALISE ANDPRESERVE YOUR DATA subscriber. a blockbusterfilmfranchisethatyouknowtheyhadwatchedduringtheirtimeas of theirfavouriteteam,entertainingthekidsinsummerholidayorthirdpart communications thattake advantage ofakey events suchasthenext footballmatch timing andnotthecost.Usingknowledgeyouhaveaboutcustomerwithtimely Make iteasyforsubscriberstore-joinandcarryonasbefore. Sometimesit’s allabout AS IFYOU NEVERLEFT 21 It’s pretty clear that the way we watch TV players like Stan in Australia or even content has changed and in 2017 our desire to watch producers like Disney trying to capture WE ARE content when and where it suits us, on any customers with small monthly fees and no device at any time will just gather pace. contractual tie-ins. Not to mention traditional CUSTOMERS Driven by the explosion of broadband and operators fighting back, with branded OTT faster mobile networks, coupled with smarter offerings such as Now TV in the UK. and more powerful devices, our appetite NOT JUST for the next blockbuster show is insatiable. Under this backdrop of hyper-competition, Whether it’s watching Game of Thrones content may drive customer acquisition but is VIEWERS or The Walking Dead, our message to the not enough to keep loyalty in the long term. industry is clear: We are no longer viewers, Like many other industries, reputation and we are customers. customer experience forms the backbone of customer loyalty and the pay-TV industry is In this highly competitive market, traditional no different. cable and satellite operators have for so long dominated the pay-TV landscape, locking Analyst firm SNL Kagan estimates that there customers into lengthy contracts with great will be just over 1 billion pay-TV subscriptions entertainment and sporting content in return. up for grabs in 2017. The battle for the hearts, Then there are the newer entrants in the minds and wallets of consumers is hotting up shape of OTT, whether large-scale market and for the pay-TV industry, the operators than leaders like Netflix or regional and niche can love their subscribers will lead the pack.
22 23 About Paywizard Paywizard has been supporting subscription-based businesses for over 18 years. Our experience is real. Helping over 100 Pay-TV operators including: ITV, eir Sport, BT Sport, BoxNation. We know what it takes to acquire, grow and retain paying customers. This insight is deeply embedded in all that we do. With over ten million customers acquired, our Paywizard Agile Platform delivers advanced subscription, billing and CRM with performance marketing modules. When combined with our consulting services and expertise, we’ve helped our clients deliver inbound acquisition rates of up to 90%, outbound campaigns driving up to 25% conversions, and churn reduction programmes achieving turn-around figures of up to 60%. Ultimately we deliver personalised experiences across each customer moment. The result: happy and engaged customers.
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