Print MediaCase Study
The company’s BPO contractor is responsible for the success of two call centers that handle all inbound customer service and outbound retention calls. The two call centers are located a continent apart, with one center being operated by an outsource provider that handles calls for a disparate group of clients. The call centers were doing an adequate job of addressing subscriber concerns and inquiries, but they lacked processes to ensure that high-quality conversations were taking place with every caller. Recognizing that each call is a valuable sales tool, the BPO engaged RCDA to implement a sales model capable of increasing subscriber retention, increasing the number of subscriptions paid through direct digital payments, and boosting new subscription sales.
With the support of top leadership at the news organization, RCDA launched a fully customized training, consulting, and coaching program aimed at changing the way the call centers’ personnel view their respective job functions. By incorporating RCDA’s Quality Conversation approach and robust sales model into call flows, the reps were able to get to the heart of subscriber concerns, needs, and desires. Once the effectiveness of this customized process was demonstrated, RCDA launched a full-scale certification program aimed at promoting project sustainability. Through its carefully designed assessment methods, the certification program allowed the BPO and RCDA to recognize outstanding performers, as well as uncover any lingering areas of weakness within the organization.
RCDA’s program transformed the way the call centers handle subscriber touches. Before the project, reps were making little or no attempt to save subscribers who wished to cancel their subscriptions. After implementing the RCDA process, reps are consistently retaining 40 percent of subscriptions associated with cancel calls. Call center reps also used RCDA’s techniques to generate four times as many digital direct payment subscriptions. But the dramatic results do not end there. By training and coaching the outbound reps in the new program, the average number of sales per hour jumped from 0.9 to 3.4 for an increase of more than 275%. The certification process proved to be the key ingredient to sustainability, because it motivated personnel to continually demonstrate mastery of the program. With a significant amount of advertising and subscription revenue tied to every retained and satisfied subscriber, this newspaper and broadcasting company has added millions of dollars to their bottom line as a result of RCDA’s interventions.
RCDA was tapped to consult with an American daily middle-market newspaper and news broadcasting company. For over 40 years, this newspaper has revolutionized how print media influences culture through its dynamic design, succinct reporting style, full-color images, groundbreaking infographics, and other distinct features. It is printed at 37 sites across the United States and at five more sites internationally, delivering local and national news, entertainment, sports, technology, finance, and more through award-winning journalism, photos, videos, and VR. With an approximate daily readership of 2.6 million, a weekly print circulation of 726,906, and a digital subscriber base of 504,000, it is ranked first by circulation for newspapers in the United States.