When a niche SVOD service needs to drive subscribership and limit churn

THE SITUATION:
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Magid supported a fledgling niche SVOD service in a volatile, high-churn space through their efforts to build and retain a subscriber base.

MAGID APPROACH:
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Measuring customer affinity and pain points throughout the entire customer life cycle

Magid started by creating a tracking survey as the basis of a customer journey engagement. We created and tracked, throughout the year, three distinct studies for new subscribers, loyal customers and those who had churned out of the service. The study was used to gauge what’s working— and not—in the service across all types of consumer engagement. Findings impacted strategy, pricing, content decisions, supplementary materials, promotional periods, branding of service and overall development and marketing of the platform.

PROJECT DELIVERABLES:
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» Customer journey study
» Monthly scorecard updates
» Full quarterly reports presented to key client stakeholders and executives
» Strategy recommendations based on findings