Case Study
Blick (Ringier Media Switzerland) retains 7% of subscriber cancellations using Piano’s active churn prevention
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Case Study
Blick (Ringier Media Switzerland) retains 7% of subscriber cancellations using Piano’s active churn prevention
Page subtitle lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua
Case Study
Blick (Ringier Media Switzerland) retains 7% of subscriber cancellations using Piano’s active churn prevention
Page subtitle lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua
By implementing Piano's innovative Active Churn Prevention feature, Blick effectively addressed the challenges of subscriber churn at the moment of cancellation. Discover the key metrics and strategies that led to their success in retaining subscribers and minimizing churn.
By implementing Piano's innovative Active Churn Prevention feature, Blick effectively addressed the challenges of subscriber churn at the moment of cancellation. Discover the key metrics and strategies that led to their success in retaining subscribers and minimizing churn.
+7%
overall retention
+7%
overall retention
+17%
retention of users using special offers
+17%
retention of users using special offers
+5%
retention by interrupting the cancellation
+5%
retention by interrupting the cancellation
+1%
retention of users that were shown personalized content
+1%
retention of users that were shown personalized content
Blick, a leading Swiss media company under Ringier AG, is renowned for its daily newspaper, Sunday edition, and the highly trafficked website Blick.ch. Blick+ is their digital subscription service offering exclusive content to subscribers.
About Blick
Blick, a leading Swiss media company under Ringier AG, is renowned for its daily newspaper, Sunday edition, and the highly trafficked website Blick.ch. Blick+ is their digital subscription service offering exclusive content to subscribers.
About Blick
Blick, a leading Swiss media company under Ringier AG, is renowned for its daily newspaper, Sunday edition, and the highly trafficked website Blick.ch. Blick+ is their digital subscription service offering exclusive content to subscribers.
About Blick
After the initial success of Blick+, the team noticed a growing issue with subscriber churn. Early subscribers were loyal brand enthusiasts, but as Blick+ attracted a broader audience, there was an increase in cancellations from less loyal users.
The challenge
After the initial success of Blick+, the team noticed a growing issue with subscriber churn. Early subscribers were loyal brand enthusiasts, but as Blick+ attracted a broader audience, there was an increase in cancellations from less loyal users.
The challenge
After the initial success of Blick+, the team noticed a growing issue with subscriber churn. Early subscribers were loyal brand enthusiasts, but as Blick+ attracted a broader audience, there was an increase in cancellations from less loyal users.
The challenge
Our approach
Blick's subscription team participated in an early test of Piano's new Active Churn Prevention feature to improve customer retention. They implemented a comprehensive churn prevention strategy at the point of subscription cancellation, using these steps:
Our approach
Blick's subscription team participated in an early test of Piano's new Active Churn Prevention feature to improve customer retention. They implemented a comprehensive churn prevention strategy at the point of subscription cancellation, using these steps:
Blick's subscription team participated in an early test of Piano's new Active Churn Prevention feature to improve customer retention. They implemented a comprehensive churn prevention strategy at the point of subscription cancellation, using these steps:
Our approach
When a user attempted to cancel their subscription, they received a customized message called a Value Loss Template, highlighting the valuable content and benefits they would lose if they canceled. The message also prompted the subscriber to share their reasons for cancelling.
Personalized Retention Message
When a user attempted to cancel their subscription, they received a customized message called a Value Loss Template, highlighting the valuable content and benefits they would lose if they canceled. The message also prompted the subscriber to share their reasons for cancelling.
Personalized Retention Message
When a user attempted to cancel their subscription, they received a customized message called a Value Loss Template, highlighting the valuable content and benefits they would lose if they canceled. The message also prompted the subscriber to share their reasons for cancelling.
Personalized Retention Message
Subscribers were then shown a customized survey to share their primary reason for cancellation. The options Ringier Blick chose to provide included, "no time," "no interest," and "too expensive."
Cancellation Survey
Subscribers were then shown a customized survey to share their primary reason for cancellation. The options Ringier Blick chose to provide included, "no time," "no interest," and "too expensive."
Cancellation Survey
Subscribers were then shown a customized survey to share their primary reason for cancellation. The options Ringier Blick chose to provide included, "no time," "no interest," and "too expensive."
Cancellation Survey
Based upon the response, the customer was shown unique, personalized messaging, again leveraging the Value Loss Template.
No Interest: Directed the subscriber to a landing page with high-quality sports documentary videos.
Too Expensive: These users were offered a special one-time discount.
No Time: These respondents were directed to a ‘thank you’ screen with a final opportunity to keep their subscription or confirm their cancellation.
Targeted Interventions
Based upon the response, the customer was shown unique, personalized messaging, again leveraging the Value Loss Template.
No Interest: Directed the subscriber to a landing page with high-quality sports documentary videos.
Too Expensive: These users were offered a special one-time discount.
No Time: These respondents were directed to a ‘thank you’ screen with a final opportunity to keep their subscription or confirm their cancellation.
Targeted Interventions
Based upon the response, the customer was shown unique, personalized messaging, again leveraging the Value Loss Template.
No Interest: Directed the subscriber to a landing page with high-quality sports documentary videos.
Too Expensive: These users were offered a special one-time discount.
No Time: These respondents were directed to a ‘thank you’ screen with a final opportunity to keep their subscription or confirm their cancellation.
Targeted Interventions
1
Cancellation
Cancellation attempt
2
Personalized retention message
Value loss template
Survey
3
Targeted interventions
Offer
Content rec
No time
Too expensive
No interest
4
Confirmation
Cancellation confirmation
Results explained
"By leveraging Piano's Active Churn Prevention feature, we effectively addressed the increasing churn problem, retaining a higher number of subscribers and maintaining a healthier subscription base", said Adrian Gottwald, Head of Digital Reader Revenue.
Results explained
"By leveraging Piano's Active Churn Prevention feature, we effectively addressed the increasing churn problem, retaining a higher number of subscribers and maintaining a healthier subscription base", said Adrian Gottwald, Head of Digital Reader Revenue.
"By leveraging Piano's Active Churn Prevention feature, we effectively addressed the increasing churn problem, retaining a higher number of subscribers and maintaining a healthier subscription base", said Adrian Gottwald, Head of Digital Reader Revenue.
Results explained
7% of users who initiated the cancellation process chose to stay after seeing the Value Loss template and completing the survey.
Immediate Retention
7% of users who initiated the cancellation process chose to stay after seeing the Value Loss template and completing the survey.
Immediate Retention
7% of users who initiated the cancellation process chose to stay after seeing the Value Loss template and completing the survey.
Immediate Retention
17% of users who found the subscription "too expensive" accepted a special offer and remained subscribed.
5% of users whose reason for cancelling was that they had "no time" reconsidered and retained their subscription without additional incentives.
1% of users citing "no interest” stayed after being directed to personalized content.
Feedback-driven Retention
17% of users who found the subscription "too expensive" accepted a special offer and remained subscribed.
5% of users whose reason for cancelling was that they had "no time" reconsidered and retained their subscription without additional incentives.
1% of users citing "no interest” stayed after being directed to personalized content.
Feedback-driven Retention
17% of users who found the subscription "too expensive" accepted a special offer and remained subscribed.
5% of users whose reason for cancelling was that they had "no time" reconsidered and retained their subscription without additional incentives.
1% of users citing "no interest” stayed after being directed to personalized content.
Feedback-driven Retention
"
With Piano's Active Churn Prevention, we've integrated data-driven strategies to personalize retention efforts, directly reducing churn. This tool has become essential, enabling us to proactively address subscriber needs and achieve our retention goals with greater precision."
"
—
Roy Holliger, Senior Product Owner Subscriptions
"
By leveraging Piano's Active Churn Prevention feature, we effectively addressed the increasing churn problem, retaining a higher number of subscribers and maintaining a healthier subscription base."
"
—
Roy Holliger, Senior Product Owner Subscriptions
"
By leveraging Piano's Active Churn Prevention feature, we effectively addressed the increasing churn problem, retaining a higher number of subscribers and maintaining a healthier subscription base."
"
—
Roy Holliger, Senior Product Owner Subscriptions
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