What mechanisms should be set up to fight against churn? How to use the available customer knowledge to identify the churn warning signs and model these events? What impact on the offer and on the messages?
Engaged in its digital transformation, this French press group publishes a national daily newspaper as well as magazines. In this highly competitive sector subject to changes in consumption patterns and high volatility among readers, the fight against digital churn remains a major challenge for all sector actors.
Diagnosis of customer behaviour: identification of dozens of micro churn behaviours – drop in navigation, expiration of credit card, price change, etc
Support: operational use of tools, deployment of relational action plans, animation of business workshops to detail all the micro churns and imagine adapted marketing messages for each micro churn case and each risk level
Increasing customer knowledge:
Prioritization of marketing actions: D-FoX®, powered by enriched knowledge indicators and scores, prioritizes hundreds of different messages and sends the best opportunities to each client on the right channel. In parallel, the implementation of a Universal Control Group allows to measure the performance of the system.