This qualitative study was conducted as in-depth phone interviews among previous premium content subscribers to determine reasons for discontinuing the service.
| service: | Qualitative |
| completion date: | November 2006 |
| the approach: | This qualitative study was conducted as in-depth phone interviews among previous premium content subscribers to determine reasons for discontinuing the service. An online screener survey was conducted via email invitations to qualify respondents before conducting the phone interviews. |
| the results: | This study gathered reasons why customers stopped subscribing to the premium content, likes/dislikes of the product, technical issues and sign up process issues. Point of sale issues were uncovered in this study that included expectation mismanagement and selling to the wrong consumers. Recommendations were then made based on these findings in order to effectively improve the sales process and stave off future churn. |