How Techelet Media Kicked Off its Customer Base while Cutting Costs

Excerpt: Magazine distribution – “Techelet Media” Case Study.

 

Emailing a customer? Easy. Text message? Child play. Landing page? In my sleep with one hand tied behind my back.

 

The problem starts when all these communications need to be synchronized through one process. This may result in us finding ourselves focusing our time and resources on administrative tasks instead of spending more time on strategy.

 

“If I could only unburden myself from X and Y, my business would take off” – this sentence is often voiced by many business owners, especially small businesses, who lack the manpower to market their business, which leaves most of the duties to one or two people.

 

The following case study will introduce “Techelet Media” that managed to transform a cumbersome service experience into a pleasant one for half the time and less cost, thanks to Smoove’s new automation system.

 

To cut a long story short – this is what you can do with the smoove tool:

 

  • Execute administrative, marketing and service tasks automatically.
  • Define Triggers and Actions in advance, and tweak them, even during the process.
  • Integrate with external applications such as CRM, Zapier, social networks and many more.

 

The time saved will allow your employees to focus on the tasks for which they were trained. “Techelet Media” notiffied us that thanks to Smoove, its representatives are able to provide extremely better customer care.

 

About Techelet Media

 

Background:

 

“Techelet Media” is the largest magazine publisher in Israel with more than 20 magazines published every month. The company’s magazines reach over 250,000 subscribers and are sold in newsstands across the country. Among their publications are National Geographic, Traveler and Segula, to name a few.

 

The Need:

 

Tchelet Media’s various products are published weekly, bi-weekly and monthly to tens of thousands of customers. With such a hefty volume it was difficult for Tchelet Media’s management to track the various shipments and confirm whether a subscriber received his/her magazine or not. The only way was to simply call him/her, a task that required time and manpower.

 

One of their previous solutions, which was unsuccessful, was to provide a magnet with the upcoming publication dates, that would remind the customer to send a text message in case he/she did not receive his/her magazine. Should that occur, the Customer Service department were supposed to call back to such customer in order to address the problem.

 

The Solution:

 

The solution was the creation of an automatic process with Triggers and Actions. Once the distribution company notifies “Techelet Media” that all magazines were distributed (Trigger) the following text message (Action) is sent to the customers: “The distribution is completed. Please text 1 if you received the magazine. Otherwise text 2”.

 

Once the customer confirms receipt (condition) it automatically updates a dedicated database within the system, as well as the company’s CRM (integration).

 

If the customer does not confirm receipt (condition) she receives an automatic text that states: “Thank you for your message. The matter will be handled within the next 72 hours.”. Simultaneously, a notice with the customer’s information is being sent to the distribution company.

 

A follow up text is sent to the customer after one business day asking to confirm receipt. If, once again, the magazine did not reach its destination, a harsh mail is sent to the distribution manager, while simultaneously the customer receives another notification that the matter is being handled.

 

The result:

 

Time saving: The implementation of the system took less than a week, and the time that it now takes to handle issues on behalf of the customer became significantly shorter.

 

Manpower: The workload of the customer service department was reduced significantly. The cost of the system and its implementation was much cheaper than hiring additional representatives. In the case of Techelet Media saving in manpower reached 150%, which allowed each representative to have more time for other customer care tasks that were previously pushed back.

 

Improvement of service: The company’s management received positive feedback from the customers, who complimented them for the change.

 

The Bottom Line:

 

The more we familiarize ourselves with the abilities of the automatic tool available for us, the more we realize it can optimize any routine task that requires time and resources.

 

Marketing automation allows a marketer to focus on the more important tasks and free himself from the time consuming activities. A good automatic tool is measured by its ability to combine strategy, content and integration with outside systems under one roof.

 

All these and much more is available with Smoove.
Which of your daily routine tasks would you like to automate?  

Sivan Baram
CMO at Smoove
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