Awards 2014, category two: Gasp for Skillsoft

December 2, 2014

With the UK elearning market plateauing in recent years it’s become increasingly important for Skillsoft to focus on customer retention.

THESE DETAILS WERE PROVIDED TO JUDGES IN THE ORIGINAL SUBMISSION BUT ARE COMMERCIALLY SENSITIVE AND THEREFORE CONFIDENTIAL

A quarterly Risk Report is produced through Skillsoft’s CRM software. Much like a credit rating, customers are calculated an ‘account health’ score based on their activity, engagement level, contractual agreement and expiry date. Any customer with an account health of <75% is flagged on the report. In the client Quarter 4 of 2013 (Nov ’13 – Jan ’14), a pilot campaign was trialled to improve chances of contract renewal and move customers off the Risk Report.

Our approach was to develop a focused communication strategy empowering Skillsoft to take control of the customer conversation. The solution wasn’t about glamorous creative but a structured, measurable 8-week re-engagement programme to get Skillsoft back in the customers’ line of sight.

The objective was to re-connect Skillsoft to these accounts, creating opportunities for meaningful discussions around account health and securing at least £50,000 worth of renewals. On successful completion, the campaign would become a mainstream process for future risk accounts.

Nine of the ten companies responded to the campaign, six accounts will renew in 2014. 

The combined renewal value stands at £503,285 delivering over 5,000% ROI.

Summary

Topic

Direct
Email
International

Pages

11

Size

3.79 MB

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