CONFERENCE PROGRAMME 15:5016:10
Telegraph Group Case Study: Driving Customer Demand Through a Content-First Acquisition Strategy Katrina Broster, Head of Acquisition Strategy, Telegraph Group In a global climate of uncertainty for traditional media brands, The Telegraph is making investments in a diversified revenue strategy, with content at the heart of this approach. With businesses ranging from Digital Subscriptions, Travel, Financial Solutions, Events and Commerce, the business is powered by world-class journalism, crafted not only to set the news agenda but to inspire and engage discerning customers. This presentation will showcase how they have implemented a brand new marketing approach – utilising content and performance marketing tactics which dynamically delivers the right content, at the right time in the right place for their customers. Furthermore, this approach has been tailored for their numerous business areas – increasing revenue, traffic, conversion and significant improvements in customer engagement and retention. Katrina is Head of Acquisition Strategy at The Telegraph. Katrina was promoted to this brand new role in early 2018, after tenures in both the Travel and media industries and she now oversees the performance marketing strategies for all of The Telegraph’s multiple diversified revenues namely Digital Subscriptions; Registration; Travel; Financial Solutions; Events and many other Commerce business offerings. She has implemented a brand new marketing approach, an award winning content marketing strategy that dynamically delivers the right content, at the right time in the right place, placing The Telegraph’s quality journalism at the heart of the strategy.
16:1016:40
Coffee & Networking
CX STRATEGIES FOR THE CUSTOMER JOURNEY - PART TWO Water Plus Case Study: Creating Calm Following The Storm Kim Ratcliffe, CCO, Water Plus Imagine an environment where you have up to half a million customers, who in turn have up to 800 thousand sites, across 24 wholesalers with another 20 retailers challenging to take your enviable position as the largest retailer in the country. Add into the mix that you only earn c.6% gross margin on a £1bn turnover, have a completely brand new workforce, newly migrated customers onto a new system in a completely unknown market and the result is – an incredible challenge! This presentation will not be a sales pitch for how great we are, it will be a realistic view of how tough challenges can be overcome with blood, sweat and some tears but that green shoots can be created by great people and technological platforms which will invigorate a market that customers would largely rather be able to forget about. Kim is the Chief Operating Officer for Water Plus – the largest water retailer in the UK. Water Plus are a joint venture between United Utilities and Severn Trent, two companies that have been in the water market for years. They are the largest water retailer in the UK with over 400,000 customers. Kim oversees the Service, Planning, Complaints, IT, Change, Market Operations, Billing and Collections functions within the business. Water Plus really spoke to Kim’s desire to create a unique and exciting experience within a new industry where service will absolutely be the route to success. The blend of a start-up environment supported by large corporates played to Kim’s most recent experience with Centrica’s Connected Home. As Water Plus is located in Kim’s home town, it also supported Kim’s other desire to work with the local community in her own area and ensure that local businesses are contributing more widely to local initiatives and daily lives. All of Kim’s previous roles – within the Technology, Telecoms and Financial Services sectors have focused on her passion of delivering world class customer experience through unrivalled employee engagement and utilising unique approaches to achieve industry leading results.
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DAY ONE
16:4017:00