800-883-8839 IN- BRO WSER MESSAG ING ENG AG EMENT : T HE ANT IDO T E T O C HURN September 2017 Sixteen Years. Billions of bulletins delivered. 1
T HE MISSIO N: ENG AG E SUBSC RIBERS “ Communication is the heart of successful ” churn reduction. Arthur Middleton Hughes Database Marketing Inst. 800-883-8839 2
WHY ENG AG E? • Resolve issues quickly Interact across all • Get regular feedback subscriber touch points • Convey useful information and assistance • Enable subscriber self service • Raise brand awareness • Increase loyalty 800-883-8839 3
FAILURE T O ENG AG E CHURN LEADS TO… Churn for Internet Providers tends to hover around 2% to 2.5% per month “ For a wireline company with 5 million customers, 800-883-8839 that means an estimated 1.32 million people and ” $2 billion in revenue walk out the door each year. Source: Baine & Company 4
T HE C O ST S O F It costs 5x as much to acquire a new customer than to keep an C HURN existing one Decreasing churn by 1% increases profits by 5+% 800-883-8839 Source: Invesp, Khalid Saleh 5
WHY SUBSC RIBERS Root cause and tipping point issues for one wireline provider LEAVE Performance (43%) Inconsistent speed, channels not working, slower than promised speeds, frequent or It’s rarely just one big long outages misstep, but instead a Offerings (22%) Unwanted services in bundle, channels series of smaller removed, contract requirement, Internet problems equipment not advanced Onboarding (13%) Failed install, negative interaction, bad timing Billing (9%) Amount disputes, poor interaction, charges not explained Customer service (8%) Took too long, issue not resolved, inconsistent information 800-883-8839 Price (5%) Expired promo, not competitive, price increase Source: Baine & Company 6
DOMINICK’S ST O RY Event 1: Pre-churn Onboarding Circumstances that open the funnel A series of avoidable Event 2: missteps across 5 years Root causes Interaction leads to this subscriber’s Interactions that build frustration cancellation Event 3: Performance Tipping point 1+ events that predisposes Event 4: a subscriber to churn Customer service Event 5: Final trigger Interaction Event that leads to defection Event 6: External factor 800-883-8839 Source: Baine & Company 7
EVENT 1: O NBO ARDING Antidote “The rep spelled my last name wrong, which led to a lot of hassle when I needed support online or on the phone.” 800-883-8839 Source: Baine & Company 8
EVENT 2: INT ERAC T I O N Antidote “They would be short and on occasion would say, ‘You should have upgraded your modem.’ Really? And why didn’t you tell me?” 800-883-8839 Source: Baine & Company 9
EVENT 3: PERFO RMANC E Antidote “Outages: Many occasions where the cable is out altogether with no warning.” 800-883-8839 Source: Baine & Company 10
EVENT 4: T IME Antidote “I couldn’t find my favorite channel. I called and had to wait a while to reach someone – the automated technical support was useless.” 800-883-8839 Source: Baine & Company 11
EVENT 5: INT ERAC T I O N Antidote “Rude, unhelpful call center. My service has been sluggish. They told me it was a problem on my end.” 800-883-8839 Source: Baine & Company 12
EVENT 5: PAYMENT “They added a late fee Antidote due – my credit card had expired. They could have told me!” 800-883-8839 Source: Baine & Company 13
EVENT 6: EXT ERNAL FAC T O R Antidote “I finally switched to a competitor with a special offer. But the heart-ache that the company brought me is ever- present.” 800-883-8839 Source: Baine & Company 14
LO WER C HURN = LO WER C O ST S “ (And so) by increasing the life of the consumer on average and by reducing the amount of physical transactions you need to have with a consumer during their average lifetime, you can ” actually reduce costs dramatically in the business, and that's what we're seeing. Tom Rutledge, CEO Charter Communications 800-883-8839 Source: UBS Global Media and Communications Conference, Dec. 7, 2015 15
ENG AG EMENT : A C LO SER LO O K • Vis-à-vis email & apps • Scope of engagement • PerfTech solution • Who uses PerfTech • PerfTech advantages 800-883-8839 16
HO W ARE YO U ENG AG I NG NO W? • Email …t he most popular <40% of active email addresses are known current method yields • Email subjects must compete with many others in disappointing results overloaded inboxes • Email open rates top out at dismal 27-28%; most closer to 20%* • Email click-through rates are typically under 4% * Source: Smart Insights , “Email marketing statistics 2016” by Dave Chaffey 800-883-8839 17
HO W ARE YO U ENG AG I NG NO W? • App usage is largely confined to social apps like Facebook, Snapchat, YouTube, Instagram, etc. Less than 8% of app usage is devoted to “Other” The big Mobile debate: (Flurry 2017 ); “everyone else gets almost no play” ( Digiday 2017) Apps vs. Browsers • Mobile app fatigue: half of all U.S. smartphone users downloaded zero apps per month (Digiday 2017) Why Browsers are • 26% of apps are used only once; 69% used <10 times (Localytics, 2017) winning the “reach” race • Mobile browsing experiences vastly improved due to: updated browser/site design, faster speeds and wi-fi everywhere (Intercom 2016) • 66.4% prefer to use the mobile web, citing access to all content in a single place, no need to install anything new, and dislike of flipping between apps (Quixey Consumer Mobile Survey, 2016) • Conclusion: message reach during mobile browsing far greater than getting users to discover, install, and actually use an app 800-883-8839 18
WHAT I F YO U C O ULD REAC H 97% OF YOUR BASE… …within 24 hours and Planned maintenance outages engage them about • CPE swaps • Billing and collections • DMCA compliance • New products and features • Migration of newly acquired subscribers • Usage-based billing • Security issues 800-883-8839 19
YO U C AN! • Message your entire base, for unlimited use cases, for less than the cost of postage for two direct mailers • Reach approximately 100% of your base in less than 24 hours • Achieve response rates in excess of 90% • Drive click-through rates 10-20 times greater • See results: Responses are logged & tracked for reporting and legal compliance 800-883-8839 20
H PERFTECH’S WIT IN-BRO WSER MESSAG ING Providers can deliver Provider message communications to subscribers ’ device screens as they browse Destination site 800-883-8839 21
PERFT EC H: T HE LEADING SUPPLIER Our customers include top Providers worldwide 800-883-8839 22
PERFT EC H REAC H: FAST EST WAY T O ISP 1 ISP 2 ENG AG E 1,403,417 deliveries 4,654,363 deliveries Results from 2 top-tier during 12 months during 8 months North American ISPs for Time Deliveries Percent Cumulative Time Deliveries Percent Cumulative periods ending Dec 31, 1 min 35,402 2.52% 2.52% 1 min 93,263 2.00% 2.00% 2016 10 min 60,471 4.31% 11.93% 10 min 151,858 3.26% 9.13% • Within 24-hours, 30 min 69,452 4.95% 23.28% 30 min 188,808 4.06% 18.20% messages delivered to 1 hr 149,337 10.64% 33.92% 1 hr 440,868 9.47% 27.67% 95-97% of targeted 4 hr 211,241 15.05% 62.22% 4 hr 839,288 18.03% 59.26% subscribers 6 hr 125,543 8.95% 71.16% 6 hr 590,956 12.70% 71.95% 8 hr 101,893 7.26% 78.42% 8 hr 489,033 10.51% 82.46% 10 hr 86,681 6.18% 84.60% 10 hr 377,364 8.11% 90.57% 20 hr 74,130 5.28% 94.38% 20 hr 95,053 2.04% 96.29% 24 hr 18,210 1.30% 95.67% 24 hr 28,846 0.62% 96.91% 800-883-8839 48 hr 43,167 3.08% 98.75% 48 hr 47,902 1.03% 97.94% 72 hr 9,959 0.71% 99.46% 72 hr 10,993 0.24% 98.17% 23
PERFT EC H LIKEABI LIT Y: • Flexible layouts avoid website overlay • Enables non-confrontational interaction; no need for direct contact • Sensitive topics can require authentication • Opt-out/opt-in • Verified delivery per per subscriber means no annoying repeats 800-883-8839 24
RELEVANC E: PERSO NALIZED DAT A • PerfTech API enables automated, real-time inclusion of personalized data • Gives the subscriber info specific to their account • Keeps messages relevant • Helps ensure that the message is from the Provider 800-883-8839 25
WHAT ELSE C O ULD WE T ELL O UR SUBSC RIBERS? Additional use cases • Effectiveness results shown where data is available • Categorized by churn-related category 800-883-8839 26
PERFORMANCE C PE SWAP • Include options for delivery and 87% activation SWAPPED MODEM • Increase frequency as FOR CPE UPGRADE CAMPAIGN end-of-life nears • Align notices to available CPE inventory • Notify for data and video CPE 800-883-8839 27
OFFERINGS REFERRALS Promote referral program [ 800-883-8839 28
OFFERINGS SEC URIT Y ISSUES Convert virus alert to security sale 33.2% LINKED TO OR PERFORMED SCAN UPON RECEIVING VIRUS ALERT 800-883-8839 29
OFFERINGS BRANDING Semi-transparent Watermark™ with timeout Promote Provider brand • Watermark • Promote app downloads App download [ 800-883-8839 30
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