Background
In a sector where the economic and operational models are undergoing profound transformations, customer experience is becoming a key performance lever for media groups. A quality digital experience makes it possible to accelerate and renew the subscriber readership, whilst still ensuring that value is maintained. Our client wanted to carry out a detailed diagnostic of the quality of its Digital Customer Experience and the “customer maturity” of its organization.
Challenges
To support the press group in this project, Wavestone identified four different challenges:
- Identify the pain points and the customer journeys to optimize (analyze the customer journeys processes performances, international benchmarks, etc.)
- Analyze usage, satisfaction and intention to resubscribe by interviewing subscribers and registered users.
- Carry out an internal audit of the “customer maturity” of the organization (organizational structure, skills, customer culture, managing the performance of customer processes, etc.)
- Structure and manage the “customer experience improvement program”, through concrete prioritized initiatives.
Answers and key sucess factors
- The conduct of around 30 interviews and the analysis of around 1 500 quantitative survey responses were used to collect reliable customer reviews.
- A dual «data» approach (analysis of performances and customer journeys, transactional funnels) and marketing/ ergonomics (“personae” method) was employed.
- A collaborative approach involving all the operational teams led to the launch of the customer experience improvement program, structured around 10 projects.
