Read the full case study

At The Times and The Sunday Times, customer experience for digital subscribers is optimised by data science, tailored using insight about what subscribers are responding to. This is delivered in a joined-up way by the entire organisation, from digital marketing specialists and data teams to journalists and creatives. Multi-channel prompts and offers increase the value that subscribers see in the content. There’s also a new data-driven, personalised welcome journey. Much of this is automated in digital channels, but the same approach is integrated with the human factor in the outsourced contact centre teams. The results are exceptional: 11% growth and 16% less customer churn year-on-year, with 320% ROI in just two years. All this for a premium product in a market with a double-digit decline in print subscribers.

Key Results

• 11% year-on-year growth
• 16% year-on-year reduction in customer churn
• Save rates for the retention team increased 11% without the need for subscription discounts
• 320% ROI in 2 years (on 4 years of investments)

First Published in the 2019 Best Practice Guide