Doubling subscriber retention for a global news publisher

Overview

A global publisher faced declining subscription retention and rising operational costs. The publisher needed to modernise customer experience operations, improve retention rates, and gain actionable insights from customer interactions. The objective was to sustain subscription revenue and deliver consistent service quality across multiple regions.

The Challenge

Save rates for at-risk subscribers were at 25%, with high subscriber attrition and outdated systems affecting the customer experience. Key challenges included:

• Low Retention Performance: Save rates at 25% with high subscriber attrition
• Legacy Systems: Outdated customer experience processes and systems unable to meet current demands
• Limited Visibility: Insufficient digital containment and lack of insights into customer journeys
• Cost Management: Rising operational costs in specific regions requiring effective management strategies
• Global Operations: Need for seamless 24/7 support across the UK, Philippines, and India
• Regulatory Compliance: Meeting requirements for subscription cancellation legislation and data privacy regulations

How We Made It Happen

Firstsource delivered a digital-first transformation of contact center operations seamlessly across multiple locations. Actions included:

• AI-Powered Sentiment Dashboards: Monitored customer journeys and identified failure points in real time
• AI Coach for Agents: Supported agents during retention conversations, improving consistency and effectiveness
• QA Automation: Accelerated feedback cycles and maintained service quality standards
• Global Support Restructuring: Consolidated from four sites to three, reducing costs while maintaining 24/7 coverage
• Digital Channel Expansion: Enabled chat to handle 65% of interactions alongside voice and email
• Retention and Win-Back Focus: Implemented data-driven strategies with tailored customer offers
• Integrated Dashboards: Provided full visibility into contact types and outcomes
• Compliance Assurance: Maintained adherence to subscription cancellation legislation and data privacy regulations

Conclusion

Firstsource transformed contact center operations for a global publisher, doubling save rates while reducing costs. By combining AI-enabled tools, strategic restructuring, and data-driven retention strategies, we helped protect subscription revenue and position the business for sustainable growth.