Emap Consumer Media

The client The leading publisher of consumer magazines in the UK - from lifestyle titles such as Grazia to special interest titles such as Practical Photography.

The challenge A need to increase the retention rates of their magazine subscription customers through a more compelling subscription proposition and an improved customer experience.

Our objective To gain a better understanding of customer needs and preferences, in particular what drives loyalty for different customer segments, using the insight to design and develop a more tailored proposition and customer experience.

Our approach We gained a deep understanding of the business issues and opportunities through a series of interviews with key staff. The Customer Journey Mapping (CJM) approach enabled us to develop a unique insight into the customer journey and identify the opportunities to better respond to customer needs. We also ran a Net Promoter Score survey to measure the level of loyalty and advocacy and what drives it, as well as facilitating focus groups with different groups of customers. Customers were invited to give their views on revised subscription and customer experience ideas in order to guide the development of new propositions.

Results New subscription propositions and customer experience principles informed by a more precise understanding of what excites and motivates customers were introduced. A more meaningful dialogue with customers has developed into a closer, more valuable relationship.

“Mulberry Consulting has given us some key insights on which to build and the session engaged the team at just the right level, making the complex refreshingly simple.”

Gaynor Hemingway, Database and Direct Marketing Director, Emap Consumer Media