> View this now

Published on: May 04, 2009
Type of content: CASE STUDY
Format: Unknown
Length: 3 pages
Price: FREE

Overview:
Internet service providers such as Globo.com know that in addition to strong
advertising revenue, success requires healthy subscriber revenue. Globo.com,
one of Brazil's largest ISPs, adopted a strategy to improve its customer service
with the goal of converting portal visitors into new customers and reducing its
subscriber churn rate. As part of this strategy, customer service representatives needed better insight into what individual customers wanted in an Internet service. By understanding users' individual online preferences, customer service representatives could tailor new products and services to user interests, thus maintaining their loyalty as well as improving the bottom line.

Previously, Globo.com generated market reports on customer behavior from legacy system queries. The process was complicated, inefficient, and did not give
marketing teams access to critical customer information, such as search and
download history, number of e-mail accounts, and content preference.
With PASW Statistics, Globo.com can now collect and act on this data to customize offerings on its paid site. By improving these offerings, Globo.com acquired 200,000 new customers in two years.