T HE ANT IDO T E T O C HURN September 2017 Sixteen Years. - - PowerPoint PPT Presentation

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T HE ANT IDO T E T O C HURN September 2017 Sixteen Years. - - PowerPoint PPT Presentation

Mar 17, 2023 142 likes •629 views

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

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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.

800-883-8839

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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

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  • Resolve issues quickly
  • Get regular feedback
  • Convey useful information

and assistance

  • Enable subscriber self

service

  • Raise brand awareness
  • Increase loyalty

WHY ENG AG E?

Interact across all subscriber touch points

800-883-8839

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FAILURE T O ENG AG E

LEADS TO…

Churn for Internet Providers tends to hover around 2% to 2.5% per month

For a wireline company with 5 million customers, that means an estimated 1.32 million people and $2 billion in revenue walk out the door each year.

“ ”

CHURN

Source: Baine & Company

800-883-8839

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T HE C O ST S O F C HURN

It costs 5x as much to acquire a new customer than to keep an existing one Decreasing churn by 1% increases profits by 5+%

Source: Invesp, Khalid Saleh

800-883-8839

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It’s rarely just one big misstep, but instead a series of smaller problems WHY SUBSC RIBERS LEAVE

Source: Baine & Company

Root cause and tipping point issues for one wireline provider

Performance (43%) Inconsistent speed, channels not working, slower than promised speeds, frequent or long outages Offerings (22%) Unwanted services in bundle, channels removed, contract requirement, Internet 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 Price (5%) Expired promo, not competitive, price increase

800-883-8839

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DOMINICK’S

ST O RY

Source: Baine & Company Pre-churn

Circumstances that open the funnel

Root causes

Interactions that build frustration

Tipping point

1+ events that predisposes a subscriber to churn

Final trigger

Event that leads to defection

Event 1: Onboarding Event 2: Interaction Event 3: Performance Event 4: Customer service Event 5: Interaction Event 6: External factor

A series of avoidable missteps across 5 years leads to this subscriber’s cancellation

800-883-8839

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EVENT 1: O NBO ARDING

Source: Baine & Company

“The rep spelled my last name wrong, which led to a lot of hassle when I needed support online or

  • n the phone.”

Antidote 800-883-8839

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EVENT 2: INT ERAC T I O N

Source: Baine & Company

“They would be short and

  • n occasion would say,

‘You should have upgraded your modem.’ Really? And why didn’t you tell me?”

Antidote 800-883-8839

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EVENT 3: PERFO RMANC E

Source: Baine & Company

“Outages: Many occasions where the cable is out altogether with no warning.”

Antidote 800-883-8839

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EVENT 4: T IME

Source: Baine & Company

“I couldn’t find my favorite channel. I called and had to wait a while to reach someone – the automated technical support was useless.”

Antidote 800-883-8839

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EVENT 5: INT ERAC T I O N

Source: Baine & Company

“Rude, unhelpful call

  • center. My service has

been sluggish. They told me it was a problem on my end.”

Antidote 800-883-8839

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EVENT 5: PAYMENT

Source: Baine & Company

“They added a late fee due – my credit card had

  • expired. They could have

told me!”

Antidote 800-883-8839

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EVENT 6: EXT ERNAL FAC T O R

Source: Baine & Company

“I finally switched to a competitor with a special

  • ffer. But the heart-ache

that the company brought me is ever-present.”

Antidote 800-883-8839

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LO WER C HURN = LO WER C O ST S (And so) by increasing the life of the consumer

  • n 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

“ ”

Source: UBS Global Media and Communications Conference, Dec. 7, 2015

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  • Vis-à-vis email & apps
  • Scope of engagement
  • PerfTech solution
  • Who uses PerfTech
  • PerfTech advantages

ENG AG EMENT : A C LO SER LO O K 800-883-8839

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HO W ARE YO U ENG AG I NG NO W?

  • <40% of active email addresses are known
  • Email subjects must compete with many others in
  • verloaded 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

Email…the most popular current method yields disappointing results

800-883-8839

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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” (Flurry 2017); “everyone else gets almost no play” (Digiday 2017)

  • Mobile app fatigue: half of all U.S. smartphone users downloaded zero

apps per month (Digiday 2017)

  • 26% of apps are used only once; 69% used <10 times (Localytics, 2017)
  • 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

The big Mobile debate: Apps vs. Browsers Why Browsers are winning the “reach” race

800-883-8839

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WHAT I F YO U C O ULD REAC H 97%

OF YOUR BASE…

Planned maintenance outages

  • CPE swaps
  • Billing and collections
  • DMCA compliance
  • New products and features
  • Migration of newly acquired subscribers
  • Usage-based billing
  • Security issues

…within 24 hours and engage them about

800-883-8839

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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

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Providers can deliver communications to subscribers’ device screens as they browse

WIT H PERFTECH’S IN-BRO WSER MESSAG ING

Provider message Destination site

800-883-8839

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Our customers include top Providers worldwide

PERFT EC H: T HE LEADING SUPPLIER 800-883-8839

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Results from 2 top-tier North American ISPs for periods ending Dec 31, 2016

  • Within 24-hours,

messages delivered to 95-97% of targeted subscribers

PERFT EC H REAC H: FAST EST WAY T O ENG AG E

ISP 1 1,403,417 deliveries during 12 months

Time Deliveries Percent Cumulative 1 min 35,402 2.52% 2.52% 10 min 60,471 4.31% 11.93% 30 min 69,452 4.95% 23.28% 1 hr 149,337 10.64% 33.92% 4 hr 211,241 15.05% 62.22% 6 hr 125,543 8.95% 71.16% 8 hr 101,893 7.26% 78.42% 10 hr 86,681 6.18% 84.60% 20 hr 74,130 5.28% 94.38% 24 hr 18,210 1.30% 95.67% 48 hr 43,167 3.08% 98.75% 72 hr 9,959 0.71% 99.46%

ISP 2 4,654,363 deliveries during 8 months

Time Deliveries Percent Cumulative 1 min 93,263 2.00% 2.00% 10 min 151,858 3.26% 9.13% 30 min 188,808 4.06% 18.20% 1 hr 440,868 9.47% 27.67% 4 hr 839,288 18.03% 59.26% 6 hr 590,956 12.70% 71.95% 8 hr 489,033 10.51% 82.46% 10 hr 377,364 8.11% 90.57% 20 hr 95,053 2.04% 96.29% 24 hr 28,846 0.62% 96.91% 48 hr 47,902 1.03% 97.94% 72 hr 10,993 0.24% 98.17%

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  • 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 PERFT EC H LIKEABI LIT Y: 800-883-8839

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  • 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

RELEVANC E: PERSO NALIZED DAT A 800-883-8839

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Additional use cases

  • Effectiveness results shown where data

is available

  • Categorized by churn-related category

WHAT ELSE C O ULD WE T ELL O UR SUBSC RIBERS? 800-883-8839

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  • Include options for delivery and

activation

  • Increase frequency as

end-of-life nears

  • Align notices to available CPE

inventory

  • Notify for data and video CPE

C PE SWAP

87%

SWAPPED MODEM FOR CPE UPGRADE CAMPAIGN

PERFORMANCE

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Promote referral program

REFERRALS

[

OFFERINGS

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Convert virus alert to security sale

SEC URIT Y ISSUES

33.2%

LINKED TO OR PERFORMED SCAN UPON RECEIVING VIRUS ALERT

OFFERINGS

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Promote Provider brand

  • Watermark
  • Promote app downloads

BRANDING

[

Semi-transparent Watermark™ with timeout OFFERINGS App download

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Enact win-back campaign

SUBSC RIBER RET ENT I O N

[

OFFERINGS / CUSTOMER SERVICE

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Transition newly acquired subscriber

MIG RAT IO N O F AC Q UIRED SUBSC RIBERS

58.8%

CLICKED “GET STARTED NOW” TO TRANSITION EMAIL ADDRESS

ONBOARDING

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Reduce receivables, get paid faster, reduce billing related churn

BILLING & C O LLEC T IO NS

51.5%

PAID ONLINE IMMEDIATELY UPON SECOND NOTICE

15%

REDUCTION IN BILLING-RELATED CHURN

97.2%

OF SUBSCRIBERS RESOLVED BILLING ISSUE WITHIN 3 NOTICES

BILLING

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USAG E BASED BILLING

Convert usage alert to tier upgrade

37%

LINKED TO CHECK USAGE/DATA PLANS

95%

ACKNOWLEDGED INFO RE: USAGE BILLING

3%

SELF-UPGRADE RATE TO HIGHER TIER

< 3 month payback

cited for PerfTech deployment

BILLING

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USAG E BASED BILLING

Responsive bulletin design adapts to screen

  • Subscribers notified before
  • verages started
  • 13% reduction in churn

related to billing BILLING

$2/SUB/MO

INCREASE IN REVENUE DUE TO TIER UPGRADES AND OVERAGE FEES ISP SIZE: 2M SUBS

18%

INCREASE IN REVENUE DUE TO TIER UPGRADES AND OVERAGE FEES ISP SIZE: 2M SUBS

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  • Comply with regulations
  • Attain legal acknowledgment
  • Avoid disconnect
  • Educate subscribers

DMC A C O MPLIANC E

87.5%

ACKNOWLEDGED FOR DMCA VIOLATIONS

CUSTOMER SERVICE

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Give heads-up on service notices

T O S & AUP AC C EPT ANC E

[

CUSTOMER SERVICE

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Confirm truck-roll appointments

C O NFIRM APPO INT MENT S

[

Sunrise bulletin disappears after a specified time…or never CUSTOMER SERVICE

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RO I IMPAC T

Real Results

  • Across 4 separate Use Case campaigns
  • For 12 months Oct 2015 – Oct 2016
  • From Provider with 1.1M subscribers

800-883-8839

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Reason for churn:

9% cite billing issues,

  • ften due to expired

credit card

RO I I MPAC T : LAT E BI LL PAY

  • 121,858 unique subs received 238,423 late-bill-pay

reminders

  • Subscriber churn at Provider due to billing issues

– Before Bulletin System: 0.2% – After Bulletin System: 0.009%

  • Collected $1.9 million from 13,856 payments

within 1 day of receiving a bulletin ($137 RPU)

800-883-8839

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Reason for churn:

43% cite poor performance, slower than promised speed,

  • r speed that is

variable and inconsistent

RO I I MPAC T : MO DEM SWAP

  • 43,327 unique subs received modem upgrade

bulletin

  • Reduced the number of outdated modems in use

by 80%

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Reason for churn:

43% cite poor performance, frequent

  • r long unexpected
  • utages

RO I I MPAC T : O UT AG ES

  • 514,813 unique subs received 2,870,644

maintenance outage alerts during year

  • Cites 93.9% call center deflection rate (did not

engage IVR/call center within 4 days after alert)

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Reason for churn:

9% cite usage-based billing issues, bill shock

RO I I MPAC T : USAG E ALERT S

  • 457,299 unique subs received 3,238,626 usage

alerts

  • 6,893 subs increased their data plan allowance
  • 98,514 subs upgraded speed tier within 3 days
  • 190,930 unique subs linked to the data usage tool at

provider’s site

  • 100% ROI in less than 1 month from usage alerts

alone

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Bulletin System comprised

  • f 1 Manager and multiple

Directors Based on 64-bit operating system means high capacity, performance, and stability

PERFT EC H DEVIC ES

Core Aggregation Edge

Manager at NOC Directors

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Flexible Subscriber Resolution Options Network Connectivity Options

  • Not in line
  • No impact to network
  • Simply need a copy of the

traffic to operate

NET WO RK C O NNEC T I O N O VERVIEW

DHCP LEASEQUERY DHCP Dynamic Lease Notification RADIUS accounting feed Static maps IP address as ID Custom interfaces (SOAP/XML/JSON/DNS, etc.) Capture/SPAN/Mirror Network Tap or Network Tap Manager DPI Platform WCCP or WCCP + GRE Strip MPLS + WCCP

] ]

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PERFT EC H BY T HE NUMBERS

ZERO LATENCY PERFORMANCE

12

INTERFACES SUPPORTED PER DIRECTOR

13

NUMBER OF PATENTS THAT PROTECT THE PRODUCT

35+

YEARS OUR CORE ENGINEERING GROUP HAS WORKED TOGETHER

97+%

PERCENT OF SUBSCRIBERS REACHED WITHIN 20 HOURS

150K

TRANSACTIONS PER SECOND PER DIRECTOR

50M

SIMULTANEOUS PENDING BULLETINS SUPPORTED

30+M

SUBSCRIBERS REACHED BY OUR ISP CUSTOMERS

BILLIONS

NUMBER OF BULLETINS DELIVERED TO DATE

800-883-8839

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  • Core engineering team together 35+ years
  • Highly awarded, experienced group in all aspects of

networking

  • History of innovation in both hardware and software
  • Excels in high performance, carrier-grade products
  • Support is legendary
  • Product protected by 13 patents; many more patents

granted to team prior to PerfTech ABO UT T HE PERFT EC H T EAM 800-883-8839

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The PerfTech platform has become our go-to communications engine.

“ ”

T HIS SAYS IT ALL Senior Project Manager, ISP with over 5M Subscribers 800-883-8839