Leading U.S. Media Company Increased Customer Retention by 12x with Coforge’s Data-Driven Retention Services

Challenges.

The client struggled with several interconnected issues affecting their subscription business. Initial engagement revealed two key markets experiencing stagnant growth, where insufficient saves/collection strategies were failing to meet targets.

Limited market penetration was evident due to a lack of targeted outreach approaches and inadequate customer engagement protocols. This contributed to increasing customer churn rates and declining sales/collections performance.

The absence of data-driven decision-making further complicated their ability to identify and retain loyal customers while effectively managing debt collection from subscribers with outstanding balances.

Solution.

Coforge implemented a comprehensive retention services program deployed across four strategic locations with dedicated FTEs (Full-Time Equivalents). The multi-faceted solution addressed the client's challenges through:

• Data-Driven Approach – Leveraged analytics to specifically target high-value loyal customers while also addressing accounts with outstanding balances, enabling precise market segmentation and personalized outreach strategies.
• Specialized Training and Coaching – Developed and delivered detailed scripts and training modules that equipped the team with skills in objection handling and negotiation techniques essential for retention conversations.
• Strategic Resource Allocation – Strategic Resource Allocation – Implemented agile onboarding of top retention leadership talent with deep expertise in customer retention, ensuring quality management and performance oversight.
• Process Optimization – Established standardized workflows for outbound calling that significantly improved contact rates and successful retention outcomes.

The solution was implemented through coordinated outbound calling campaigns targeting subscribers at risk of cancellation with specialized scripts and approaches for different customer segments. The partnership delivered exceptional results beyond the core metrics.

Coforge was recognized as the client’s top-performing vendor partner for retention centers.

Impressed by the strong performance and measurable results, the client expanded the partnership to include 2 additional markets alongside 2 more adjacent regions. Based on consistent success and strategic alignment, the client has positioned Coforge as a key partner in their long-term growth strategy.

The saves/collections performance demonstrated remarkable improvement, with monthly saves increasing from an initial 40 to 500+ in four months. This set a new standard for retention excellence by retaining hundreds of customers who would otherwise have been lost under the client's previous baseline performance.

The Impact.