Content Search: The customer success superpower

Intuitive front-end search and usage data are powerful tools in the sales armoury for market intelligence publishers. These capabilities enable account managers to adopt a customer success rather than a sales-led approach to growing accounts and renewing subscriptions.

Every touchpoint with subscribers is a chance to nurture relationships. Yet, many account managers miss these opportunities because they don’t have the tools that deliver the insights identifying the value for subscribers.

Content search and usage data enable you to better understand the value each subscriber attributes to your products. Importantly, you can use this information to help subscribers unlock more value, resulting in deeper and longer-lasting relationships.

Answer subscriber queries without contacting an analyst

A content query is one scenario where you could use front-end search to grow an account.

Subscribers frequently ask account managers to help them find specific reports or information. But they’re not analysts, so they must refer these queries to someone who is. This incurs a business cost, and subscribers may need to wait hours or days, particularly if an analyst is in a different time zone.

With access to high-powered content search embedded in the Publish Interactive platform, you can answer more of these queries yourself. You can also use the opportunity to show subscribers related content that may be of interest but not apparent by the report titles.

“With Publish Interactive, you can search the knowledge base quickly and easily to demonstrate the broad range of topics, which might not have been apparent from the report titles. This gives clients a direct insight into what they can buy.”

Edwin Bailey

Director of Marketing & Product Strategy, Publish Interactive

Use data to initiate value-led conversations with subscribers

While front-end search enables you to help subscribers find the right product, usage data delivers insight into how they access and use the content.

For example, perhaps you notice that a subscriber only accesses your products, or conducts certain searches, at the end of the month. Maybe they are using it to inform end-of-month reports or beginning of the month plans?

Using this information, you can now open a conversation with them to discover more about how they use your products. You’ve also created the opportunity to up-sell or cross-sell services that they’d find useful during the other three weeks.

Identify up-sell and cross-sell opportunities

You’re more likely to uncover new opportunities to grow revenue when you have in-depth knowledge about subscribers. Science and Medicine Group (S&MG) agree that usage data generated by the Publish Interactive platform enables their account management team to transform customer engagements into further revenue.

“The strong usage reporting abilities of Publish Interactive are probably one of the most useful elements harnessed by the sales team to both cross and up-sell customers to additional products in our research portfolio.” Devin Holland, Former Director of Business Development, Science and Medicine Group

Using analytics, the S&MG team can monitor and identify the number of reports accessed to see which content areas are of most interest and who is requesting access.  They’ve found that the more insight they have, the easier conversations are with clients.

Turn renewals into routine admin tasks

Ultimately, front-end search and usage data give account managers the power to nurture long-term relationships based on customer success.

When subscribers have confidence that your service meets their needs and provides tangible business benefits, renewal becomes a routine admin task rather than an annual renewal call or account check-in.

Tags

  • Management
  • Search
  • Subscription Renewals

Why publishers of market analysis should use analytics to prove value to their subscribers

How does a market analysis firm prove to its subscribers that it offers them great value for money and saves them time? The quality of its analysis might be high, but beyond gathering anecdotal feedback from users, how does it prove to subscribers that it’s meeting their needs?

Interactions

A lot depends on the way the market analysis publisher interacts with its subscribers. If it supplies content as PDFs, spreadsheets, or other documents that can be emailed or downloaded, the firm will be able to establish subjects in which the customer is interested, but that’s about it.

What they don’t know is how useful the document was, how it was used, how many people read it, and scores of other ways the subscriber might have interacted with the content. Establishing this level of detail will take lots of time-consuming and costly follow-up calls or interviews. Even then, the firm can’t be certain that what they’re being told is 100% accurate.

This information void makes it hard for the publisher to prove that its content is useful, used widely and that an investment in it represents good value for money.

Rich information

Usage stats are key. If a market analysis publisher can provide reliable data, not only can it prove its value to the customer, it can legitimately enter negotiations expecting not just to renew, but to enhance the relationship through tailoring the packages it offers to meet the specific needs of each account.

Here are just a few examples of the insights usage stats provide, which can be invaluable during renewal discussions:

  • Which users accessed content
  • What content was accessed
  • How frequently the content was accessed
  • Most popular search terms
  • Most popular content
  • What content was shared among users
  • Whether any communication existed around particular content
  • Most favourable formats
  • Key categories and topics
  • The ways content was re-used once it had been accessed
  • The numbers of hours in-platform content and workflow tools typically saved users

Of course, a market analysis publisher won’t be able to gather data like this unless it uses a smart platform to manage its content delivery and user access. Such is the growing need to provide clients with detailed information on their usage, however, it won’t be long until all publishers are compelled to start using a platform that enables them to demonstrate their usefulness to subscribers.

In addition to simply being able to provide detailed usage feedback, publishers will start to rely on this information, so they can assess the use of their platform and constantly provide the best possible service to their customers.

These requirements mean that within around five years, either through attrition or innovation, the businesses that make up the market analysis sector will be dominated by those who can provide customers with both high-quality research and detailed information on how that research is used.

Kellie

Kellie McMillan
Client Relationship Manager
Publish Interactive

“An account manager who can establish what content has been accessed by users – and their engagement levels – is well-placed to accurately convey to the customer the value of the service they enjoy.”

4 Key questions to answer for successful analytics

1. Can you understand who your active users are?
To fully understand your content usage, you should be able to see every single action a user has taken on the platform, including logins, searches, downloads, and even what part of the document has been re-used.

2. Can you review which content is popular?
Using the information gathered from your analytics, you should be able to understand which topics are most popular and be able to use this information to write content in the future based on demand.

3. Do you know if you are missing potential leads?
If you can see which users have tried to view a report they do not have a license to you can then reach out to offer new sales opportunities.

4. Do you understand true subscriber value?
Looking at the usage of many users within an account will prove the value of the content when it comes to retention of the account. If the content is simply downloaded then shared with other team members you miss that important usage information and don’t understand the true value of the account when it comes to the renewal conversation.

See how Publish Interactive’s Analytics features can transform your usage analytics reporting.

Tags

  • Analytics
  • Subscribers
  • Subscription Renewals

5 actionable tips to boost B2B subscription renewals to ensure a great year

Subscribers are the publisher’s lifeblood. Retaining them is no longer the sole role of the account manager…

The days of an annual telephone call and a cheque in the post are long gone. B2B information buyers are more under budget pressure, more demanding about what content they invest in, more savvy with their budgets! Here are five tips to boost your subscription renewal rates.

A successful annual renewal can be the difference between enjoying a good year or suffering a bad one, so how does a publisher turn a critical event into a formality? Using technology to engage your subscribers with your content is now an important part of this process.

Tip 1 -Use data as evidence

Stats on how research is used, customer behaviour and content popularity help justify renewal fees. The technology a publisher uses to supply content and interact with business subscribers should provide a wealth of information that enables them to demonstrate the value it provides.

Edify Digital Media – a London-based publisher of leather market information, uses content usage data to understand what their customers like and develop upselling campaigns. Edify’s co-founder Maria Wallace elaborates; “As publishers, user analytics are valuable as they provide information showing what content is of most interest – so we can produce more – and warm sales leads for possible subscription upgrades or new business opportunities”.

Tip 2 – Underplay the renewal and build in reliance

The ideal situation is for the renewal process to become a predictable, administrative task. For example, within the SaaS sector where there is baked-in reliance on the service, renewals are often not a problem. Renewals become an issue for publishers if the content is no longer deemed to provide a good return on the cost.

If an account manager can make use of dashboards and alerts to quickly stay up-to-speed on how content is being used, they don’t need to wait for the renewal. If a new piece of content is published that has high relevance for a customer but lies outside their licence, a manager has a range of options to deepen the customer relationship. They might provide time-limited free access, offer a discount, or even use this content as a way to cross-sell into a new area.

Whichever approach is taken, proactive help of this kind ensures the client maximises their subscription and is regularly reminded of the value the publisher provides.

Tip 3 – Help subscribers use content to perform tasks

In a highly competitive market where content quality and price are often similar, research publishers can use technology to help their users access just the information they need. That means enabling them to buy, search, export and compile bespoke reports in a practical way. Brett Azuma, Executive Vice President and Chief Research Officer at 451 Research, commenting on how technology helps publishing content in a granular way said, “It will allow us to play a more integral role in how our clients work. One of our strategic goals is to become more embedded in their workflows… It will be easier for them to find what they’re looking for and extract this into documents or spreadsheets.”

Content that is quick to access is a great way for an end user to gain the knowledge they need, when they need it. But what if subscribers have to compile a report or presentation? This is where content that’s also quick to reuse can set forward-thinking publishers apart. If a publisher can embrace technology to help a user perform such workflow tasks such as saving snippets and downloading into multiple ‘ready-to-go’ formats the content is more likely to become a favoured resource for the subscriber.

Enable subscribers to find and use relevant content in the quickest and easiest way possible with technology and tools that empower, engage and enhance the efficiency of a user’s workflow.

The point of differentiation to help a publisher drive reliance could include:

  • Options that help a user buy an additional chapter or section – rather than a whole report – from outside their licence.
  • Search functionality that provides specific returns to help a user quickly access relevant sections of text, tables or graphics.
  • Empowering the user to clip a section of content and then compile and export their own bespoke reports containing all the tailored content snippets they have gathered.

Tip 4 – Enhance user engagement

Publishers keen to improve user engagement need to work proactively to help clients maximise their subscription. This means regularly suggesting cross and upsell opportunities and implementing a system of saved searches and alerts to notify users of new and relevant content. TGaS Advisors, a strategic advisory company in life sciences use software functions to drive engagement with their content. Associate Director Tarra Maeshima expands; “Saved searches and alerts are a big deal for customer relationships. Customers only seek information when it’s necessary, so alerts are a useful way for them to stay on top of relevant information and dive into content quickly when answers are needed.”

Tip 5 – Engage subscribers with flexible licences

Publishers looking to become market leaders can benefit from using technology to offer flexible subscription models that more closely fit the clients’ requirements. Instead of offering them access to everything, what about something more nuanced?

Using sophisticated taxonomy, publishers can tag and categorise content in ways that make it easy to provide access to unique verticals of content and simple to add additional pieces – or whole new categories – to a subscription in a single click.

Ultimately, it’s all about publishers offering more value to customers than just the content and then being able to demonstrate the value it provides.

Recap – Our 5 tips to improve subscriber renewal rates

  1. Use data to support the value subscribers get from content
  2. Build reliance on content that makes the renewal seem second nature
  3. Enhance user engagement with task-based workflow tools
  4. Encourage easy content (re)use
  5. Offer subscribers flexible licences

How publishers should use analytics to support subscriber renewal discussions

Stats on how research is used, customer behaviour and content popularity help justify renewal fees.

It is no longer enough for a sales team to go into subscriber renewal discussions simply hoping the client will sign for another year and accept a reasonable increase in fees.

The technology a publisher of high-value information uses to supply content and interact with subscribers should provide a wealth of information that enables them to demonstrate the value it provides to their customers.

Show the value of your content

Publishers need to be able to demonstrate the value they provide. This can mean more than simply ensuring a renewal, it can turn the conversation from ‘please buy us again’ to ‘this is the value, this is how to serve your customers better, this is what we need to do next year’.

Change the approach from a sales pitch to a conversation about a developing relationship. Outline a roadmap for future licencing agreements tailored to the specific needs of the client and move towards a lasting and valuable partnership for each party.

Renewals become an issue for publishers if the content is no longer deemed to provide a good return on the cost.

Use data as evidence

Edify Digital Media, a London-based publisher of leather market information, uses content usage data to understand what their customers like and develop upselling campaigns. Edify’s co-founder Maria Wallace elaborates; “As publishers, user analytics are valuable as they provide information showing what content is of most interest – so we can produce more – and warm sales leads for possible subscription upgrades or new business opportunities”.

Underplay the renewal and build in reliance

The ideal situation is for the renewal process to become a predictable administrative task. For example, within the SaaS sector where there is baked-in reliance on the service, renewals are often not a problem. Renewals become an issue for publishers if the content is no longer deemed to provide a good return on the cost.

“As publishers, user analytics are valuable as they provide information showing what content is of most interest – so we can produce more – and warm sales leads for possible subscription upgrades or new business opportunities”.

Maria Wallace

Co-Founder, Edify

If an account manager can make use of dashboards and alerts to quickly and easily stay up-to-speed on how content is being used, they don’t need to wait for the renewal.

If a new piece of content is published that has high relevance for a client, but lies outside their licence, a manager has a range of options to deepen the customer relationship. They might provide time-limited free access, offer a reduction, or even use this content as a way to cross-sell into a new area.

Whichever approach is taken, proactive help of this kind ensures the client maximises their subscription and is regularly reminded of the value the publisher provides.

See how the Publish Interactive platform can help your publishing company make renewal meetings procedural by viewing our analytics features, or book a product tour to be guided by an expert.

Read the customer story: How Edify Digital Media uses Publish Interactive’s analytics to refine its offering and drive sales leads

How an investor relations magazine boosted engagement and simplified renewals

With Publish Interactive, IR Magazine is now able to make its back catalogue available to subscribers, track content use and publish new benchmarking and insight content as interactive reports.

IR Media Group is a specialist information business serving investor relations professionals. It provides news, events and research for stock listed businesses globally through its IR Magazine brand.

Insight from IR Magazine is vital for its subscribers, yet prior to its adoption of Publish Interactive’s smart content management and publishing system, it had limited ways of actively engaging with users nor the ability to analyse how its research content was used.

New reports were created then distributed as PDFs, but this meant there were limited opportunities to analyse usage and customer engagement.

IR Magazine recognised the opportunity to add real value to its offering by helping clients make better use of its research and applying content tracking to understand usage and feed that back into creation, sales and marketing.

Understanding usage

With Publish Interactive, IR Magazine is now able to make its back catalogue available to subscribers, track content use and publish new benchmarking and insight content as interactive reports.

“We had been looking at ways to improve the service we offer subscribers. Our old system didn’t provide analytics, now we can see who is accessing our research reports,” says Stuart O’Hara, Head of Content Marketing, IR Magazine.

“We’ll publish around 15 new reports this year. With Publish Interactive, we can track, analyse usage, feedback to the editorial team and target products to the right people.

“If someone isn’t maximising their annual subscription, they’re not left in the cold for a year. We can help them use us more intuitively and, in doing so, make the renewal process easier.

“We can also upsell more easily now and the fact that we now have a great user experience provides the sales team with a USP to win new customers.”

Enhancing user experiences

Critical in IR Magazine’s bid to improve its offering was a need to boost engagement and enhance the user experience. Publish Interactive helped by providing intuitive workflow tools, high quality search and interactivity that allows users clip content, export to multiple formats and create bespoke reports.

“With Publish Interactive, we’re far more engaging. Content is in a single destination, search and navigation are simple and we have added features like ‘Ask the Editor’, where users can fire questions at us. That functionality wasn’t possible when our output was just in PDF, ” adds Stuart.

 

Deepening engagement

Since establishing its new content portal, IR Magazine has developed plans to extend use of the platform to attract new business.

“The response from customers has been positive. They find the Publish Interactive-powered elements of our website easy to use and engaging, the next step is to deepen engagement further,” says Stuart.

That process will involve the introduction of user guides and deepening internal understanding of analytics to ensure content is created that meets users’ needs and to more closely track subscriber behaviour and respond accordingly.

“We want to use this new portal to help us gain as many new customers as possible and encourage our existing subscribers to make full use of the content available for them to access,” Stuart adds.

Tags

  • Analytics
  • Content Management
  • Subscription Renewals

Understanding what revenue risks subscription technology should mitigate

Publishers of high-value market intelligence need to ensure they have the technology building blocks in place to be deliver profitable subscription revenue.

Picture the scene: you run a research firm that emails PDFs to clients, even though this is fraught with opportunities for your report content to be used outside the agreed licence and doesn’t enable you to gather any feedback beyond registering to whom the report was originally sent.

You know your firm needs to move towards a subscription model where a technical solution is put in place to deliver content to clients – but even that is not without peril.

So, when weighing up introduction of a subscription technology, what possible future issues should it be able to mitigate?

Retained access

By far the biggest headache for publishers using a less advanced subscription system is around individuals leaving one job, but retaining access to a publisher’s content. This can endanger IP and damages revenues.

How does a publisher lessen the impact of this kind of behaviour?

Email and ID security

Smart subscription software can limit the impact of unlawful access by only accepting log-ins from company email addresses and insisting on a two-factor identification.

When an individual leaves one role, it’s highly likely they’ll be shut out of their old email account; therefore, when the time comes for them to update their log-in details, they won’t be able to access the automated email asking that prompts this change, and their old log-in will become obsolete.

What’s more, two-stage verification of this kind discourages subscribers from sharing log-ins widely with friends and colleagues, as the need to regularly re-verify becomes burdensome.

Mass downloading

The other nightmare scenario is that a subscriber downloads your entire portfolio and then fails to renew their subscription.

There are several ways a smart publishing system can help to alleviate this problem. The first is around access rights; if a subscription simply buys a client unrestricted access to a publisher’s entire portfolio (so-called ‘all-you-can-eat subscriptions’) there is little in the way to discourage this kind of behaviour.

A smart system isn’t going to provide all-you-can-eat access to more than a handful of ‘power’ subscribers. It’s therefore unlikely that the opportunity will exist for a single person to download every piece of content. It’s also a significant deterrent that any information taken in a mass download would have repeated and regular use of the individual account user’s personal details across every piece of content.

An even more significant deterrent to mass downloading is management of the content. Any individual with access to an entire portfolio would also have access to the inbuilt workflow tools needed to search, edit, adapt, and make sense of all that information. A mass downloaded would also mean abandoning this suite of tools. Making sense of such a huge volume of content without these tools would be thankless, unrewarding, and an almost impossibly time-consuming task.

Customer behaviour, renewals, and engagement

Of course, using a smart publishing system can help mitigate a lot of the difficulty around mass downloads as the content usage of individual account holders is monitored in real time. Unusual behaviour can trigger alerts enabling the publisher to intervene.

Related difficulties around managing grace periods, blocking individual access, and dealing with expired subscriptions can also be dealt with through a system that feeds back rich account information to the publisher.

With a system that flags an individual’s poor or limited use of content, non-engagement, and upcoming renewals, the risk of non-renewal can be managed out of the client base through good quality customer service.

Individuals who aren’t making the most of their subscription can be given help by the publisher to maximise its value; this could be as simple as providing tutorials around use of workflow tools, or offers of content that’s more appropriate to their needs.

Whatever the issue for the customer, good quality behavioural information and a system of alerts can help the publisher enact a solution before the situation turns critical and a valuable source of revenue is lost.

Tags

  • Management
  • Subscription Renewals
  • Technology

7 tips: How behavioural data can help maintain a low churn rate

Having customers access your Market Intelligence content via a subscription is a great way for your firm to maintain a predictable income, but running this model means contract renewal time is an even more vital piece of the business jigsaw.

If you can’t make a good case for renewal, then a significant chunk of next year’s income can disappear in a flash.

The key to keeping churn rate low is to provide high-level service to customers, but getting them to actually sign for another year means providing solid evidence of an effective and useful service.

The representative tasked with negotiating a renewal on your customer’s behalf is unlikely to be a daily user of the service. If they don’t have first-hand knowledge of how great you are, you’ll need to convince them of it. Supplying rich information showing how much value their colleagues extract from the service account will go a long way to ensuring a renewal and/or an upgrade.

In this article, we’re going to look at seven ways that key bits of behavioural data can help you maintain and develop your subscriptions at renewal time.

1. Getting the content mix right

If your publishing technology is good, it should provide worthwhile data on the type of content customers are accessing. Getting right the package of topics available to account holders is the route to a happy customer.

So, what patterns can you discern from behavioural data extracted from your publishing technology? Can you use this information to tailor a better service to your customers?

Can you establish what topics and categories are accessed most? Are any subjects underused or ignored? If so, what about tweaking the subscription licence to include topics related to more popular subjects and ending access to those that are little-used or less well-reviewed?

Offering more relevant content will lead to greater engagement and enable your client to maximise the value of their subscription.

2. Number of visits/Time spent in platform

If you can use data to show how reliant account users are on your content and publishing system, this will go a long way toward proving your worth to the customer. Evidence of lots of visits, and long spells interacting with the publishing platform demonstrate how good the experience is for all those who use it.

If you can also demonstrate a growing frequency of visits and increasingly longer sessions over the course of the subscription, that’s powerful evidence to show that users found both the content and that the platform increasingly compelling and vital as they grew familiar with its use.

We’re not saying you should encourage users to stay on your site just for the sake of it, but as the more value they find the more productive they become through use, the more their session times and frequency of visits are likely to increase.

3. Type of activity

Of course, your customers aren’t likely just to be accessing information; they’ll be sharing it with colleagues, leaving comments, downloading key sections, exporting to PowerPoint, Word, and Excel, as well as cutting bespoke reports as they interlace your information with their own proprietary insights.

Quantifying this level of activity can provide compelling evidence that a) your content is worth re-using and b) that your publishing system can facilitate all these essential tasks and make your customers more efficient and productive as a result.

4. What type of content are they using?

In addition to understanding the type of activity in which the users are engaged, knowing what type of content they’re using can be equally useful.

If half are permanently downloading text-based analysis and the other half only care for data tables, the sales representative should be able to configure the new subscription package to empower these groups with access to appropriate topics and content types.

If you can also demonstrate a growing frequency of visits and increasingly longer sessions over the course of the subscription, that’s powerful evidence to show that users found both the content and that the platform increasingly compelling and vital as they grew familiar with its use.”

Edwin Bailey

Director of Marketing

5. Moving licences around

Presumably, the subscriptions you sell will cover a certain number of licences; but how do you know the customer is getting value from all of them? When it comes to renewal time, you should have sufficient behavioural information to tell your client about the individuals that are using the platform regularly (and those that aren’t), and/or the job titles that get the most value from their access.

You can help your customer be more efficient by empowering them to move allotted subscriptions to individuals who will be able to make the most of the access. In fact, if this happens ahead of renewal time you’ll be able to demonstrate how much more usage is being extracted as a result.

6. Dealing with non-engagement

It isn’t always about using data reactively to justify a renewal; customer usage data (or a lack of it) can be just as usefully applied to ensure each user benefits from their access to your information.

If, several months into a new contract, your data shows several users are engaging infrequently, or using little content, or even not logging in at all, you can be proactive.

These individuals can be contacted to find out what is limiting their involvement. Perhaps they need different content or some training to help them access information?

By monitoring users who are not responding to content – and then getting in touch to see what’s wrong – you could help improve the look of your stats and make life that little bit easier when the time comes to discuss the renewal of the service agreement.

7. Evidence of time saved

If the combination of content you provide means your customers don’t have to wade through reams of reports to get the information they need, that represents a time-saving. Equally, each time a user takes a piece of content and exports it – at the click of a button –  to Excel, PPT, or Word for use elsewhere instead of laboriously copying it all out manually, that’s another huge time-saving.

Multiply that time saving by the number of exports your users perform, and you have a really compelling and tangible number to show your customers to help them understand how much time they are saving by subscribing.

Recap: 7 behavioural data points to understand

  1. Getting the content mix right
  2. Number of visits/Time spent in platform
  3. Type of activity
  4. What type of content are subscribers using?
  5. Moving licences around
  6. Dealing with non-engagement
  7. Evidence of time saved

Optimising High-Value Subscription Renewals: How market analyst publishers can use technology to retain subscribers

Your job as a publisher is to ensure your subscriber gets excellent value from your content. Prove this and your customer will be eager to renew.

Email me the handbook

This guide is for market analysis publishers and high-value business information providers. Our best practice guide looks at how publishers can:

  • Use usage stats play a vital role in renewals,
  • Demonstrate content value to clients,
  • Build and maintain close user relationships,
  • Offer a point of marketplace differentiation.

The 1,800-word guide includes real-life examples of how research publishers have applied technology to make content more accessible and improve renewal rates.

Contents

  • It’s no longer about individual sales, it’s about relationships…
  • Make annual renewal meetings procedural
  • Run multiple brands from a single platform
  • Build closer customer relationships
  • Be the point of differentiation in competitive markets

If you sell information to a business audience, then this free best practice overview is for you.

3 key challenges account managers face when using analytics during subscription renewals

An account manager who can establish what content has been accessed by users – and their engagement levels – is well-placed to accurately convey to the customer the value of the service they enjoy.

For many publishers, however, establishing even basic usage data can be a challenge that ultimately does nothing to aid the renewal process or boost understanding of the users.

Yet if these challenges can be overcome – and a supply of good quality user data established – a publisher will have the tools needed to help boost engagement and improve customer retention.

In this short guide, we examine three key challenges facing account managers as they attempt to use analytics to establish critical insights and build customer loyalty.

Challenge 1: Faster, easier, and more usable data

A research organisation looking to extract insights from usage data can be negatively impacted if the process to extract them is manual or slow. For data to play a fundamental role in the development of a research business, access needs to be quick, easy, and automated.

Better flow

Improving the ‘flow’ of information can increase use, but this alone won’t herald a data rich age. Information also needs to be presented in a way that helps establish insights immediately.
That means providing the ability to view stats from an account and user perspective or to easily switch to review usage by topic and/or content category.

Visualizing data

Whatever data is sought, it’s a must to display this via a dashboard that summarises activity and enables more considered investigation. Account managers don’t want to rely on asking colleagues for stats, to wait for them to arrive, then be forced to format them in a spreadsheet before they make any sense. Account managers need immediate access and insights.

If detected early, the opportunity exists to turn a disenchanted user into a satisfied customer; but to do this account managers need to be empowered with tools that provide real insights.

Challenge 2: Refocus on engagement

Data provides insights that help forge closer ties with customers, but often they’re only used to review client performance or to demonstrate value ahead of a contract renewal.

Usage of this kind is, of course, vital; but if data is only used in this way then a fundamental part of its potential is wasted…

Re-engage to retain.

Regularly reviewing usage stats can help account managers identify, at an early stage, poorly performing accounts and disengaged customers the publisher is at risk of losing.

Sometimes the limited usage challenge is the result of poor data. If the only available stats come from the CRM system, they’re unlikely to have the necessary depth to help identify a disconnected customer.

If detected early, the opportunity exists to turn a disenchanted user into a satisfied customer; but to do this account managers need to be empowered with tools that provide real insights.

 

Challenge 3: Standardisation

What to measure and report

Usage stats can establish the strength of a publisher’s customer relationships and help identify opportunities for improvement, but none of this is possible without a structured approach to data gathering.

Statistical performance highlights aren’t enough: standardisation is critical. That means a common set of datapoints regularly gathered and reported to help an account manager understand, at any given time, what content is most compelling, what isn’t working, which users are most compelled, and those that are not.

Establishing and reporting even basic data points like this can help account managers to accurately establish customer insights that, in turn, can drive their business forward.

Tags

  • Analytics
  • Subscribers
  • Subscription Renewals

Boost your renewals: Three new functions to help account managers retain customers

Here at Publish Interactive, our aim is to help research publishers improve the way they do business. Extensive customer feedback told us that publishers need new ways to help account managers to increase customer retention. You asked, and we have delivered…

Our latest feature rollout contains three new pieces of functionality to help account managers reengage customers, assist them during subscription renewals, and measure the impact of their work through charting customers’ renewals year on year.

1. Understand your customer retention rate

Account Renewals

The graph displayed in the new Account Renewals page breaks down how many customers held a license in each year. It details new clients and the number of clients that renewed from the previous year.

This visualization provides a critical performance insight. It will help publishers decide where to focus their revenue improvement efforts – either in gaining new customers or on retention.

2. Identify your at-risk/disengaged customers

Activity Score

To ensure a happy customer, an account manager needs to understand the way in which they use and interact with research content. To help them achieve this, Publish Interactive’s new Activity Score function records all user actions across an account in any given period and turns this into an overall engagement score.

At a glance, account managers can see what actions are contributing to the score and quickly understand how an account has been used.

The overall score then allows account managers to quickly compare periods to see how activity has changed over time.

3. Demonstrate your value at renewal time

Improved Logs

To accurately assess the behaviour of customers, account managers need simple and clear information about their activity. That’s why Publish Interactive has overhauled its activity logging approach. Not only have four new types of activity log been added, each log definition has been recreated to make them easier to understand.

The combined use of the Activity Score and the new logs will help account managers gain a greater understanding of customers and their relationship with content.

The new functionality added to Publish Interactive will also enable account managers to prove the impact content is having on customers and, as a result, act as a vital tool in encouraging subscription renewals

Publish Interactive is keen to continue improving this area. We’d love to hear your ideas about the functionality you need to keep renewals high.