Bonnier Publications - Welcoming dialogue

With Bonnier’s Welcoming Dialogue, subscribers get more out of their subscriptions

The challenge
Bonnier Publications, with its 11 magazines throughout Denmark, Sweden, Norway and Finland and resulting large subscription flow, had various challenges they needed to solve via dialogue with new subscribers:

• Many phone calls to the customer service center regarding ex. welcome package deliverance
• Experiences of lack of service
• Disloyalty – early drop out

The strategy
In order to embrace Bonnier’s challenges and increase customer satisfaction and loyalty, we created a customized welcome process for every individual subscriber. The Welcoming Dialogue delivers desired services, confirms choice of magazine, gathers knowledge and evaluates the subscriber’s contentment with the magazine and service. The Welcoming Dialogue consists of:

• An email with offer to get the most out of the subscription and receive customized service if one completes a survey
• A survey that covers the subscriber’s reason for subscribing, experience with the magazine’s online universe, opinions of online customer service and other areas of interest
• Feedback that confirms the purchased magazine covering the subscriber’s favorite topics, recommends links in the online universe that the subscriber hasn’t yet visited, works with negative opinions of online customer service, offers a service in which the subscriber can track his/her welcome package and recommends a payment service if the subscriber doesn’t yet have it
• After some time has passed, the subscriber is invited to participate in an evaluation of the magazine and services in exchange for the chance to win a year’s subscription.

Results

• Goal fulfillment of responses of first communication is index 250
• Sign-up to newsletter is up to Index 275 vs our goal of Index 100 due to the business-critical permissions
  
  The foundation for future sales has thereby been set
  Number of calls to customer services is down to break even with service expenses
• Participation is Index 183 compared to the goal of Index 100