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THE NEW YORK TIMES
ENHANCING THE
CUSTOMER EXPERIENCE
Karen Dong
Executive Director, Customer Care
@nytkaren
Naveed Ahmad
D...
Agenda
• The New York Times Company
• Industry challenges
• Selecting and adopting SugarCRM
• Multichannel management
• Cu...
Presenters
3
Karen Dong
Executive Director, Customer Care
Naveed Ahmad
Manager, Development
Karen Dong
Executive Director, Customer Care
• Executive Director of Consumer
Marketing
• Oversight for strategic marketin...
Naveed Ahmad
Development Manager
• Development Manager for
SugarCRM implementation
technology group
• Previously designed ...
WHO ARE WE?
The New York Times Company
6
The New York Times
Core Purpose
The core purpose of The New York Times is to enhance society
by creating, collecting and d...
Interesting Facts
8
As of 4.3.15
 1,181,161 Average Sunday New York Times print circulation
 11,010,148 Homepage views o...
Evolution
9
1850s 1950s TODAY
Localized
Multi
Platform Social
Products
Technology
Channel – Customer Interaction
Industry Challenges and Customer Needs
10
Industry Challenges and Opportunities
11
Shift from print to digital
platforms
Diverse
subscriber base
Lifestyle changes
A...
Customer Expectations
12
Customer is
EVERYWHERE
Receive mobile
ad for product
Search online
for product
Join Facebook
comm...
Business Empowered by Technology
13
A Partnership of Business & Technology
AND PRESENT CUSTOMER CENTRIC AND PERSONALIZED I...
SUGARCRM
Selection and Adoption
14
Selecting SugarCRM
15
Phases
• Product Evaluations
• Working Proofs of
Concept
• Business Functionality
Mapping
Key Requir...
SugarCRM Rollout
16
• Semi-Annual releases due to
heavily complex processes
• Expensive development,
maintenance and hosti...
CUSTOMER ENGAGEMENT
Empowering Agents through SugarCRM
17
Engagement Through Multi-Channel Processing
18
Inbound /
Outbound
Email
Chat
IVR
Online SugarCRM
Social
Customers
User Acc...
Enhance Customer Engagement
19
Customer Linking
Site Usage
Product Catalog
Family Access
Shares
Level of Engagement with
D...
Sugar Integration and Customer Experience
20
KNOW THE CUSTOMER MAKE THE RIGHT OFFER
Web
Mobile
Print
Social / Blog
3P Vend...
Business Outcomes
21
Transaction
Legacy CRM
Timing
(secs)
SugarCRM
Timing
(secs)
Timing
Change
(secs)
Customer’s Digital
P...
FUTURE
Where Do We Go From Here?
22
Planned Enhancements
23
360°
Customer View
• Cross channel transactions
• Cross channel
communications
• Marketing efforts...
Key Takeaways
24
Customers engage with The Times
in multiple, ever-changing ways
Strong business / technology collaboratio...
Questions?
25
THANK YOU
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SugarCon 2015 Spotlight: The New York Times Enhancing the Customer Experience

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SugarCon 2015 Spotlight: The New York Times Enhancing the Customer Experience by Naveed Ahmad, Development Manager, The New York Times, and Karen Dong, Executive Director of Customer Care, The New York Times

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SugarCon 2015 Spotlight: The New York Times Enhancing the Customer Experience

  1. 1. THE NEW YORK TIMES ENHANCING THE CUSTOMER EXPERIENCE Karen Dong Executive Director, Customer Care @nytkaren Naveed Ahmad Development Manager @nytnaveed
  2. 2. Agenda • The New York Times Company • Industry challenges • Selecting and adopting SugarCRM • Multichannel management • Customer engagement • Benefits of SugarCRM • Q&A 2
  3. 3. Presenters 3 Karen Dong Executive Director, Customer Care Naveed Ahmad Manager, Development
  4. 4. Karen Dong Executive Director, Customer Care • Executive Director of Consumer Marketing • Oversight for strategic marketing initiatives in Customer Care • Global responsibilities for customer care strategy and operations for print and online subscribers • Sets direction for customer support including technology implementation • Previous 4
  5. 5. Naveed Ahmad Development Manager • Development Manager for SugarCRM implementation technology group • Previously designed and lead solutions in the ECommerce domain • Previous 5
  6. 6. WHO ARE WE? The New York Times Company 6
  7. 7. The New York Times Core Purpose The core purpose of The New York Times is to enhance society by creating, collecting and distributing high-quality news and information. Producing content of the highest quality and integrity is the basis for our reputation and the means by which we fulfill the public trust and our customers’ expectations Customer Care Framework Relentless focus on the customer, operational efficiencies and innovation 7
  8. 8. Interesting Facts 8 As of 4.3.15  1,181,161 Average Sunday New York Times print circulation  11,010,148 Homepage views over the last 24 hours  64 New York Times newspaper print sites globally  195,168 words written in the last 24 hours
  9. 9. Evolution 9 1850s 1950s TODAY Localized Multi Platform Social Products Technology Channel – Customer Interaction
  10. 10. Industry Challenges and Customer Needs 10
  11. 11. Industry Challenges and Opportunities 11 Shift from print to digital platforms Diverse subscriber base Lifestyle changes Availability of alternatives Shifting advertising spend Decline in traditional print advertising Dynamic digital advertising environment Native ads Saturated news market Other media Digital media Paid and free newspapers
  12. 12. Customer Expectations 12 Customer is EVERYWHERE Receive mobile ad for product Search online for product Join Facebook community for product Receive product updates See TV ad for product Buy product online View video for newer product Look and Feel Customer Service Usability Personalized Experience Relationship Management Customer Centricity “… let me find the best relevant treatment for this customer at the moments and channel he prefers.” Right time Right offer Right channel Elevated Expectations
  13. 13. Business Empowered by Technology 13 A Partnership of Business & Technology AND PRESENT CUSTOMER CENTRIC AND PERSONALIZED INTERACTIONS Research & Strategy Historical Analysis Expectation Alignment Sustained Loyalty Business Technology
  14. 14. SUGARCRM Selection and Adoption 14
  15. 15. Selecting SugarCRM 15 Phases • Product Evaluations • Working Proofs of Concept • Business Functionality Mapping Key Requirements • Open Software • Configurable • Easy to Extend • Flexible Backend Integration • Quick to Market
  16. 16. SugarCRM Rollout 16 • Semi-Annual releases due to heavily complex processes • Expensive development, maintenance and hosting Legacy CRM Software • Frequent releases due to flexibility in the software • Extensive cost savings in development, maintenance and hosting SugarCRM
  17. 17. CUSTOMER ENGAGEMENT Empowering Agents through SugarCRM 17
  18. 18. Engagement Through Multi-Channel Processing 18 Inbound / Outbound Email Chat IVR Online SugarCRM Social Customers User Account Management Commerce (Print & Digital) Marketing Offers Gmail Web
  19. 19. Enhance Customer Engagement 19 Customer Linking Site Usage Product Catalog Family Access Shares Level of Engagement with Digital Products Level of Engagement with New York Times Brand
  20. 20. Sugar Integration and Customer Experience 20 KNOW THE CUSTOMER MAKE THE RIGHT OFFER Web Mobile Print Social / Blog 3P Vendors Contact Info Subscription Info Interaction History Payment History Delivery Alerts • Quick response • Provide best matched offers • Upsell based on interest • Customer retention • Quick issue resolution • Increased customer satisfaction Capture Customer Feedback
  21. 21. Business Outcomes 21 Transaction Legacy CRM Timing (secs) SugarCRM Timing (secs) Timing Change (secs) Customer’s Digital Password Reset 77 27 50 (-65%) Response to Delivery Complaint 190 78 112 (-59%) Customer’s Change of Address 75 68 7 (-9%)
  22. 22. FUTURE Where Do We Go From Here? 22
  23. 23. Planned Enhancements 23 360° Customer View • Cross channel transactions • Cross channel communications • Marketing efforts Knowledge Base • Agent learning and job aids • “Know-how” of workflows • Marketing promotional offers Automated Agent Assist • Integrated workflows for error prevention • Facilitate first contact resolution
  24. 24. Key Takeaways 24 Customers engage with The Times in multiple, ever-changing ways Strong business / technology collaboration SugarCRM supports The Times’ efforts to enhance the Customer Experience
  25. 25. Questions? 25
  26. 26. THANK YOU

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