From a web-portal to personalized content
Case Study: How to deliver business intelligence
Business Reporting Company. Serves the entire Fortune 500, plus several million individual account holders.
Better serve and retain the top 500 customers paying a yearly fee for business intelligence reports.
Rebel went directly to the high net-worth CEO’s who had decided to stay with this reporting firm year after year. We learned quickly that these customers felt marginalized by the wide availability of what they considered to be ‘their’ data to the general public. They felt they were the ones paying the annual retainer and therefore subsidizing a product subsequently marketed to millions. These two observations led to great changes in the client’s offerings.
First User Group recommended that a special ‘client portal’ be created. This allowed the largest customers to consume content on a special section of the site (hidden from the general public) which resulted in a large increase in usage. This exclusive portal also allowed for further client marketing based on user’s specific needs, increasing the conversion rate of product ‘bundles’ by more than 100 percent.
Our client went on to purchase a competitor and rebranded the new site to serve this exclusive user. rebel was engaged to further this personalized service and elevate the status of their core customer. This again brought an increase in site visits and conversions to special product offerings, both on- and offline.