The Future of Customer Acquisition & Retention in Publishing
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Global feedback engine, Feefo, have teamed up with Hearst Magazines, a network of quality platforms, content and experiences to discuss the power of customer reviews in publishing. The presentation took place at the Acquiring And Retaining Customers In Publishing event, hosted by leading Digital Marketing Agency, Clock.
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The Future of Customer Acquisition & Retention in Publishing
- 1. The Power of Customer Reviews Ben Clarke-Smith Head of Customer Success
- 3. Trusted conversations Complete coverage No lengthy questionnaires At the right time To the right people
- 4. Reviews influence 89% of purchasing decisions Source: BrightLocal Consumer Report
- 6. Online or instore Desktop, mobile or tablet Text, pictures and video 24hrs a day, 7 days a week Categorised Quantified 100% verified
- 7. 95% of unhappy customers would return Source: National Association of Retail Marketing
- 9. Actionable insights Automated reporting One to one One to many Trend analysis Customer profiling Understanding
- 10. 72% say positive reviews increase trust Source: BrightLocal Consumer Report
- 12. HEARST AND FEEFO FEB 2016SEEMA KUMARI @1SEEMAK Seema.kumari@hearst.co.uk
- 13. OUR BRANDS
- 14. HOW WE USED TO WORK • Changes based on what we thought and “liked” • Changes made on what we wanted as a business
- 15. NEW WAY OF WORKING- LISTENING TO OUR CUSTOMERS
- 16. INVALUABLE FEEDBACK – ONLINE SURVEYS
- 17. IT’S NOT ALL BAD…
- 18. WHAT DO OUR CUSTOMERS THINK? Cosmopolitan 82% 94% Country Living 91% 96% ELLE 77% 84% Elle Decoration 81% 94% Esquire 67% 66% Good Housekeeping 94% 97% Harper's Bazaar 80% 80% House Beautiful 86% 98% Men's Health 73% 92% Prima 89% 98% Red 86% 92% Runner's World 82% 95% Women's Health 82% 96% Hearst 82% 91% % SERVICE % PRODUCT OVERALL AVERAGE 2015 HEARST OVERALL 82% 91% COMPETITORS OVERALL 85% 94% VARIANCE -3.88% -3.16% OVERALL SERVICE SCORE OVERALL PRODUCT SCORE OVERALL COMPETITOR ANALYSIS
- 19. KEY INSIGHTS 1. Start issue confusion 2. Delivery issues 3. Free gift issues 4. Usability issues 5. Majority of issues are outside of our immediate control 6. There are also a lot of happy customers! ONE BLIP CAN THROW YOUR SCORE!
- 20. WHAT WE’VE ALSO FOUND OUT 1. Our acknowledgment letters were not completely clear 2. Feedback on our 3rd parties / affiliates 3. There’s an issue with the overseas order process 4. What readers like and dislike about the magazine!
- 21. WHAT WE’VE IMPLEMENTED AS A RESULT OF FEEFO INSIGHTS 1. Back to basics – customer services project 2. Face to face regular meetings with our customer services team 3. Your start issue is on its way email 4. Gift is on its way email 5. Gift out of stock email 6. Overhaul of our FAQ’s, new pages, new questions, terms & condit 7. Delivery investigations
- 22. FINAL THOUGHT