RESOURCES  >  CASE STUDIES Customer Renewal & Reactivation 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 to customers would be a challenge, since most had not 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. Return to Case Studies Directory
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