Wellesley, Mass., June 22, 2015 — WGBH delivers relevant one-to-one donor experiences through a combination of strategy, technology and data-driven execution. Today the organization was honored as a winner of the 2015 Gartner & 1to1 Media Customer Experience Excellence Awards for how it both increased customer engagement and donor levels, then turned to helping other PBS stations do the same.
WGBH took home a Silver in the category of Innovation in Customer Acquisition as recognition of how it uses RedPoint Global’s Convergent Marketing Platform to execute true omni-channel campaigns.
“Over the last year, the team at WGBH has worked very hard to help create a system that not only helps us raise the funds we need to produce some of the most iconic programming on PBS, including Masterpiece, Nova and Frontline, but also keeps our members engaged in ways that we could never do in the past,” said Cate Twohill, Senior Director and Managing Partner of Constituent Relationship Management (CRM) Services. “RedPoint Global has been a wonderful partner, always thinking one step ahead and helping us find ways to be more effective.”
“WGBH is an organization with a mission that aligns perfectly with RedPoint’s. We both believe that customer experience is of the utmost importance,” commented Dale Renner, CEO and co-founder of RedPoint Global. “We’re extremely proud to have provided the technology platform that contributes to WGBH’s ability to meet its business goals by improving its donor engagement and loyalty.”
WGBH Faced Decline, Created Growth
Boston-based WGBH is the primary content producer for PBS and the organization behind such iconic programs as Masterpiece, Nova, Antiques Roadshow and Frontline. Like many PBS stations, WGBH faced falling donor counts, eroding audience relationships, an aging member base, and poor engagement with younger audiences. While it had upgraded its 17-year-old donor management system, the new system was limited to traditional channels that were out of step with younger audiences.
WGBH turned to RedPoint Global to help them implement a solution that would improve cross-channel engagement. The RedPoint Convergent Marketing Platform helped WGBH develop a clearer picture of its donors and donor preferences in order to build productive relationships, increase donor engagement and boost donations so that it could continue funding the production of content. What’s more, WGBH wanted to deliver these results not only for itself, but to build a platform that could help other public media stations facing the same challenges in their communities.
The results were an 11% increase in renewal revenue and a 10% renewal response rate, as well as significant savings on postage for direct mail. As a result of its success, WGBH is now helping other public media stations implement their own CRM ecosystem in order to leverage similar strategic marketing initiatives. More than a dozen stations are either live or in the process of getting there.
Customer Experience Excellence Awards: Establishing a Standard of Excellence
1to1 Media and Gartner honor leading customer experience organizations and spotlight the standards of excellence among these organizations that have taken a customer-centric approach to improving their business performance. The winners were selected by a panel of judges that consisted of Gartner analysts and the 1to1 Media editorial staff.
Now in its 11th year, the Gartner & 1to1 Media Customer Experience Excellence Awards aim to establish a standard of excellence for customer-focused organizations and honor those companies that provide value to customers and shareholders by effectively bringing together strategy, technology and execution to deliver ideal customer experiences.
“I’m proud of our class of 2015 winners. For the first time, our winners have outlined clear-cut goals, the ability to achieve enterprise wide buy-in and commitment, cross-departmental process changes, and tangible results. Most importantly, they’ve elevated their customer experience to meet consumer expectations,” said Mila D’Antonio, editor-in-chief of 1to1 Media. “My hope is that organizations across all industries will take away at least one element from these winning initiatives to implement within their companies.”
Penny Gillespie, research director of digital commerce at Gartner added: “These winners demonstrate the power of being customer centric organizations. While customers are the lifeblood of any organization, it has not always been intuitive to focus so heavily on them because the results were not always so obvious,” she said. “These winners have changed that. Not only is focusing on the customer the right thing to do, it also enhances a company’s financial performance.”
The winners will be recognized during at the Gartner Customer 360 Summit in San Diego, CA. All of the winners are featured on http://www.1to1media.com/cxexcellence/ and on the Gartner Customer 360 Summit website.
The recognition of a Gartner & 1to1 Media Customer Experience Excellence Award winner is not an endorsement by Gartner or 1to1 Media of any vendor, product, or service. More information on the Gartner & 1to1 Media Customer Experience Excellence Awards is available at http://www.1to1media.com/cxexcellence/ and on the Gartner Customer 360 Summit Website at www.gartner.com/us/crm.
About the Gartner Customer 360 Summit
Gartner Customer 360 Summit provides IT leaders with the insights, tools, technologies and strategies they need to deliver superior customer experiences across every point of engagement. From leveraging disruptive technology to executing on digital business imperatives, delegates gain a comprehensive understanding of how to create and execute customer strategies that drive growth, satisfaction and loyalty. Additional information is available at http://www.gartner.com/events/na/crm. Members of the media can register by contacting Janessa Rivera at firstname.lastname@example.org.
About 1to1 Media
1to1® Media is THE online destination for customer strategy resources to help organizations optimize their customer experience and realize the greatest value from their customers. 1to1 Media provides resources including in-depth articles, infographics, blogs, webinars, and whitepapers that help senior executives to drive change and make customer-based initiatives the centerpiece of their strategies.
Gartner, Inc. (NYSE: IT) is the world’s leading information technology research and advisory company. The company delivers the technology-related insight necessary for its clients to make the right decisions, every day. From CIOs and senior IT leaders in corporations and government agencies, to business leaders in high-tech and telecom enterprises and professional services firms, to technology investors, Gartner is the valuable partner to clients in approximately 10,000 distinct enterprises worldwide. Through the resources of Gartner Research, Gartner Executive Programs, Gartner Consulting and Gartner Events, Gartner works with every client to research, analyze and interpret the business of IT within the context of their individual role. Founded in 1979, Gartner is headquartered in Stamford, Connecticut, USA, and has 6,800 associates, including more than 1,500 research analysts and consultants, and clients in 90 countries. For more information, visit www.gartner.com.
About RedPoint Global Inc.
RedPoint delivers world-class customer engagement and data management solutions that empower data-driven organizations to unlock the full value of their data to drive customer engagement and profitable, sustained growth. RedPoint offers a suite of products that help organizations create dynamic profiles of their customers, derive real-time insights from those profiles and then optimize engagement from those insights. The Company offers a comprehensive set of world-class cross-channel marketing and ETL, data quality and data integration applications that operate in and across both traditional and Hadoop 2.0/YARN environments. For more information please visit www.redpointglobal.com or email us at: email@example.com.