Case study: McClatchy

Client

McClatchy, formerly Knight Ridder (Customer Care Center C3)

Internal Brand

FOCUS (Finding Opportunities in Circulation by Upselling Subscribers)

Duration

9 months

Challenge

The McClatchy (formerly Knight Ridder) Customer Care Center (C3) in Miami, FL, handled inbound calls for 22 of the company’s newspapers. Leadership had come to realize that the 4.5 million incoming calls each year should be seen as an asset and not a liability. They engaged RCDA to help the company capitalize fully on this asset by teaching and coaching the C3 reps to follow a robust sales model.

Approach

RCDA’s concept of a robust sales model is one that is new to the newspaper industry and seeks to leverage the results that can be obtained by having high quality conversations with subscribers. In addition to many other skills, RCDA trained the C3 reps in the importance of asking great discovery questions, communicating the compelling features of the paper, and creating bridges between the subscribers’ desires and the paper’s benefits.

Results

The FOCUS project doubled the EZ Pay rate for C3. In addition, the saves rate for inbound cancellation calls increased dramatically.