Show me the money

The Goal

The objective of the Edmond Sun, located in Edmond, Okla. (7,500; 14,000) was to retain customers whose term was expiring.

The Story

One retention specialist and two customer service representatives called customers each night and offered the customers the option of coming to their residence and picking up payment that night.

During the promotion, the paper was able to pick up at least two payments per night and restarted many subscriptions, with no obstacles along the way. 

The Moral of the Story

Picking up payments for customers’ subscriptions at their residence is a way to increase renewals.