Bonnier Publications - Win back

Bonnier Win Back dialogue retains subscribers

The challenge
Bonnier Publications has skilled customer service employees who are able to get subscribers who call to cancel their subscriptions to continue subscribing to the magazine or to accept an offer for another subscription. Bonnier also wanted to achieve this effect on those customers who try to cancel their subscriptions via online customer service.

The strategy
To achieve a relevant dialogue at the business-critical point of cancellation, we chose to be humble and ensure a relevant approach:

• The Win Back dialogue is automatically generated when a customer attempts to cancel a subscription online
• We say that we are sorry to lose him/her as a subscriber and inquire as to the reason for cancellation so we can do our job better in the future
• We ask the subscriber to answer three simple questions that identify reason for cancellation, measure satisfaction with magazine and ask for the subscriber’s interests
• Based on these parameters, we can either offer the same subscription if satisfaction is high or a new subscription if satisfaction is low, with relevant arguments – economy, interests, etc.

Results

• Subscriber retention was up at Index 209 compared with our goal of Index 100
• More than 2/3 of visitors who visit website to cancel choose to go through the dialogue