Customer Renewal & Activation Case Study
Overview
A well known computer company developed a popular Internet service with a very favorable customer retention rate of 90%. The company challenged CSD to win back the remaining 10% who had not responded to a series of e-renewal offers.
Situation Analysis
- Converting the non-respondents back in to customers would be a challenge, since most had not been re-subscribed due to the fact that they were not using their account at all.
- Complicating matters, the remaining data was often incorrect or had missing information (such as telephone number).
Action/Solution
- CSD worked around this problem by using alternative search techniques, including online and web resources.
- With newly completed information, CSD sales consultants contacted those subscribers who let their accounts expire and engaged them in a discussion of how they currently utilized their computer (business, personal or combination) and probed into lifestyle habits (i.e. photography, music, graphic arts).
- Agents leveraged the intelligence gathered throughout the conversation to communicate the value of renewing the subscription. This included a discussion of the new and improved features, as well as simplified, intuitive interfaces.
Value/Results
- Despite the incomplete customer lists, CSD’s consultative sales methodology resulted in a renewal rate of approximately 20 percent among former customers.
- The client also gained updated customer information, as well as obtained a better understanding of how their customers were utilizing their computers.
