Our client once offered an entirely free-to-the-consumer, ad-supported service for storing important documents when they started in the early 2000s. The internet has changed substantially since those early years, as has ad revenue. The sustainability of such a business model was short-lived and, as a result, premium service offerings were stacked on top of free offerings. This, in turn, meant that their free offerings were augmented for some customers to incentive use, while other subscribers offerings remained stagnant. With millions of customers on dozens of plans(some free, some paid), and with a staggering array of peripheral and core features peppered among these different service levels – the idea of what our client was really offering was muddied. Many people still expected them to offer an entirely free service with unlimited capacity and unrestricted features. This confusion became problematic with the announcement of a unilateral price increase by the previous executive team.
Omnifonic worked with our client to redefine who they were, and to lead clearly with the feature-rich, valuable premium packages. Free accounts would evolve to be our client’s good faith entryway to help their subscribers grow. As their subscriber’s businesses and storage needs grew, so did their investment in their service, at a natural and controllable pace.
With internal teams now operating under the same philosophy, we needed to look toward transitioning the myriad of past service offerings into easy to understand, unified plans. In analyzing first-party data, including traits like the volume of documents, average storage sizes, and account age, we were able to discern those natural points of change and upgrade for their subscribers. Omnifonic recommended four packages, which included a free option, under which their entire subscriber base could uniformly transition. For many subscribers, these changes granted them automatic upgrades, for others, it asked them to pay more if the service was still of value to them.
To introduce this change in organizational thinking and align their subscriber’s expectations going forward, Omnifonic worked with the executive leadership to craft public-facing communications explaining the reasoning for these changes. These communications welcomed feedback and input, but, more importantly, they spoke to the subscriber base directly, making a case for change that focused on reliability and sustainability. This was a level of transparency that our client organization had not engaged in previously, and in revealing their motivations, they found advocates and defenders within their subscriber base.
One of our core values that guides how Omnifonic operates is “manage change, rather than fight it.” We worked with our client to fulfill their desire for transparent communication with their customers while considering how the market might be most receptive to our client’s message of change. The result was a statement that invited their customer’s behind the scenes and assured them that their continued trust and patronage was guiding all of the internal decisions. If you’re looking for a partner to help you communicate change with your audience, consider letting Omnifonic help.
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