Egmont is one of the three largest media groups in Norway and has a tradition for over a hundred years. Egmont has a leading position in the Norwegian market in television, movies and cinema, magazines, online newspapers, and publishers.
Egmont Publishing is Norway’s largest magazine store and publishes a number of weekly magazines. The company is the market leader in the magazine market and publishes many of the country’s oldest and best-selling weekly magazines and comics like Home, Vi Menn, Bonytt and Donald Duck.
Egmont Publishing Norway reached out to Netigate in December 2016 for help with managing a project to measure subscribers’ loyalty to Det Nye, a magazine aimed at young women between the ages of 18 and 35. After five months of measuring and testing, we had a good foundation for further analysis and insights that would contribute to the future success of Egmont Publishing.
The project was set up with the following KPIs: monthly Net Promoter Score (NPS) measurements, satisfaction levels of the magazine’s content and front page, and magazine delivery. The survey was delivered via SMS and took under two minutes to complete. Despite a young audience where participation in surveys is typically lower, we collected over 2200 responses, which translated to a 14.4% average response rate.
After the completion of the project, Netigate analyzed the results. Statistical information from Egmont Publishing’s own customer base was added to the survey results, which provided Egmont with new and very useful insights about its subscribers. The most valuable insight we discovered was a direct link between the NPS score and termination. This metric showed that 60% of those with low scores in Q1 were no longer customers in Q3. Thus, Egmont Publishing had a clear indication of which customers should be contacted to avoid customer exit.
These insights were particularly important for Egmont Publishing as they typically work with highly targeted churn prediction models. . “We believe and hope it will be a new dimension to the work we have already done in the field, and the next step will hopefully be an integration between Netigate and our communication systems, so that the data we collect can be used directly in customer dialogue,” says Hilde Thorjussen, Project Manager, CRM, Egmont Publishing.
This is just one example of what businesses can achieve by discovering insights and turning them into actions in their every-day work. Since the completion of the project, Egmont Publishing has become a loyal client of Netigate. Today they have full access to the Netigate platform and use it daily to evaluate dozens of their magazines. Egmont Publishing has also adopted the additional Managed Services product, which provides Egmont users with free access to consulting services when necessary. For example, this could include hosting a course, evaluating a survey or managing a major project.
One might think that Egmont Publishing is not unique in its work and success with collecting customer data. However, the majority of Norwegian organizations that measure customer satisfaction and/or customer loyalty today do not have the ability to collect and measure data and insights.
On the other hand, Egmont Publishing has taken giant leaps forward into the world of fully automated surveys with Netigate. In addition, Netigate also enables organizations to address pain points of unhappy or unsatisfied customers or subscribers before they become bigger problems and to mitigate customer exit risks.
Hilde Thorjussen concludes:
“Working with insight-based initiatives to improve our knowledge is both important and exciting. By setting up improvement initiatives based on these measurements, we can make changes that will benefit our subscribers. Netigate has helped us with the technical design of these surveys, and they have also provided us with concrete advice. Without their expertise, we wouldn’t have the insights that we do today, nor would we have seen the value of these insights.”
Merete Medle, Head of Customer Relations at Netigate claims:
“I am impressed with how Egmont Publishing has managed to embrace the concept of knowledge and the use of key insights. I am delighted that Egmont Publishing has been open to the idea of adopting Netigate’s useful applications. It is always extraordinary to work with customers who really feel that they get value from our solutions and services. We have succeeded in creating a good customer experience and all conditions are right for an exciting and rewarding cooperation for both parties.”