SUBSCRIBERX
POWERED BY SALESFORCE®

TAKE THE SUBSCRIBER EXPERIENCEBEYOND THE SCREENS

We own the Netflix
customer experience fromthe moment they sign up,
for the whole time they arewith us, across TV, phoneand laptop.
– Todd Yellin

VP of Product Innovation at Netflix

Entertainment consumption patterns arechanging. Now more than ever, media& entertainment companies have theopportunity to improve the consumer
experience, drive customer loyalty, andleverage upsell opportunities throughout
the customer lifecycle.
However, with the rapidly changing
media landscape, media companies arefacing new challenges as they go
direct to consumers—particularly with
subscription-based models.

MEET TODAY’S SUBSCRIBER
Today’s consumer has an average of 7 digital devices perhousehold, and an average of 12 paid subscriptions across the US.
With all of the options in today’s marketplace, the opportunity for
new customer acquisition is increasing as people explore new ways
to consume videos, music, gaming, news, podcasts, audiobooks,
and enjoy emerging subscription oﬀerings like clothing, cosmetics,
food and more.
But, with an increase in customer acquisition comes an increase incustomer churn. With all of the options available in today’s
marketplace, consumers are "renting" subscription services until
their trials expire. Content and experiences remain king toconsumers, but consumer fatigue is on the rise with the number ofoﬀerings, the costs of having multiple subscriptions, and theperceived value. With the ease of being able to cancel and restart
subscriptions, the barrier to switching is low—meaning these
services risk losing customers just as fast as they acquire them.

JOURNEY
THE SUBSCRIBER JOURNEYThe consumer experience is no longer conﬁned to simply consuming content or goods. Now, the consumer experienceis every interaction a consumer has with the brand. At every stage in the customer lifecycle, there exists the opportunity
to engage the customer with personalized content and messaging to positively impact acquisition and lifetime value,
while reducing churn.
SHOPPING+
BROWSING

REGISTRATIONCONFIRMATIONLOGIN/
ACTIVATE

CUSTOMERSATISFACTIONSURVEYCHURN +
REDUCTIONPREVENTIONBUNDLEDOFFER

PAYMENTINFOPASSWORD+
PREFERENCE
CENTER

SUPERIOR SERVICE,SELF HELP,RESOURCESRETENTION/
RENEWALREMINDERSABANDONEDCARTREGISTRATIONCONTENTRECOMMENDATIONSNEW RELEASES,TRAILERS + PREVIEWS

PAUSE/RENEWAL
PROCESSING

AWARENESSCONVERSIONACTIVATIONRETENTIONLOYALITYOPPORTNITY
THE PERSONALIZATION OPPORTUNITY

With the increase in customer churn, subscription-based companies are facing new challenges when it comes to customer
retention. Personalization is a critical component of driving customer loyalty—and nowadays, customers demand it. In arecent study completed by Salesforce, 55% of consumers expect companies to use technologies to create better
experiences.1 And—marketers are seeing the results of a job well done when it comes to personalization. A recent Evergage
study showed that 98% of marketers have seen improved results from their personalization eﬀorts.2 When it comes tomedia + entertainment speciﬁcally, another recent study recently showed that:68%of customers who cancel theirsubscriptions do so because ofpoor customer service—implyingthat when it comes to maintaininIg
long-term relationships, ensuring
there is a strong strategy in place
for customer experience is critical.³

42%of users say they stay
subscribed beyond the ﬁrst
monthbecausetheyappreciate the ‘personalized
or tailored’ nature of these
services³

SUBSCRIBERX, POWERED BY SALESFORCE®
Lev oﬀers a world-class team of marketing strategists and Salesforce experts to help companies level up customer
engagement and drive marketing success. By leveraging our deep expertise and our cross-cloud solution, we enable
media and entertainment companies to connect with their customers across the customer lifecycle, drive personalization,and create meaningful customer experiences.
WEBMobile

EmailKnown/Unknown IDs™

Service CloudTM

Media CloudTM (formerly VlocityTM)

Service & Support
Self ServiceLive Agent Chat
Case Mgmt
Amazon Connect

In App

Personalization

Marketing CloudTMRegistration
Conﬁrmation
Preference Center

Customer Information

Media Product Catalogue

Subscriber Mgmt

Digital Commerce

Activation

Product Categories

Bundles/Discounts

Promotional Marketing

Billing/Payment

Next Best Action

Cross Sell/Upsell

Payment Reminders
Recommend Content
Win Back/Churn Redux
Ticket/Support
Cross-Window
MarketingCustomer Data Platform (CDP) - Customer 360 Audiences™

Billing & Payment

CMSDAM

Measurement/Analytics

Machine Learning/AIConsumerBehaviour Data

WHY
SUBSCRIBERX?
SubscriberX oﬀers marketers an integrated solution to deliver the customer
experience that people crave—and empowers marketers to build and nurture
their customer lifecycle to grow their subscriber base, increase revenue, anddrive customer loyalty.
Learn more about SubscriberX at levdigital.com/subscriber-x.

1. “"State of the Connected Customer " Salesforce, Salesforce Research, 2020,
c1.sfdcstatic.com/content/dam/web/en_us/www/assets/pdf/salesforce-state-of-the-connected-customer-report-2019.pdf.
2. "2018 Trends in Personalization." Evergage, Researchscape International, 2019,https://www.evergage.com/wp-content/uploads/2018/04/Evergage-2018-Trends-in-Personalization-Survey.pdf
3. "Customer experience is key to subscription success." James Tiltman, Digital Commerce 360, 2019,https://www.digitalcommerce360.com/2019/12/05/customer-experience-is-key-to-subscription-success/Salesforce, Marketing Cloud, Service Cloud, Customer 360 Audiences, Media Cloud, Vlocity, and Interaction Studio are trademarks of Salesforce, Inc.
and are used here with permission.

About Cognizant
Cognizant (Nasdaq-100: CTSH) is one of the world’s leading professional services companies, transforming clients’ business, operating and technol
ogy models for the digital era. Our unique industry-based, consultative approach helps clients envision, build and run more innbusinesses. Headquartered in the U.S., Cognizant is ranked 193 on the Fortune 500 and is consistently listed among the most admired companies in
the world. Learn how Cognizant helps clients lead with digital at www.cognizant.com or follow us @Cognizant.

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