FT taps Scout Analytics to align sales with online customer needs

Infotech Lead America: Financial Times B2B Division has selected – Scout Analytics, a provider of cloud-based recurring revenue management, to align sales and support programs with their corporate customer needs on FT.com.

Prior to Scout Analytics, FT’s client facing teams needed to wait days for answers about customer usage.

Financial Times B2B Division, which offers enterprises with news and expert analysis customized to match their individual business profile, selected Scout Analytics for its ability to predict customer satisfaction and their propensity to renew.

By harnessing large volumes of customer usage data, Scout Analytics provides new analytics and insights into which customers are receiving good value from the FT’s content.

FT seeks to improve client interactions that can enhance the combined paid print and digital circulation from more than 602,000, according to Deloitte assured, Q4 2012.

The association with Scout Analytics is designed to accelerate business from FT.com’s customers — over 316,000 paying digital subscribers and 269,121 of newspaper print circulation (ABCs, February 2013).

Mobile is an increasingly important channel for the FT, driving 30 percent of FT.com traffic and 15 percent of digital subscriptions. FT education products now serve 25 of the world’s top 50 business schools.

Simon Lord, head of B2B Marketing of The Financial Times, said: “Scout Analytics puts valuable usage data directly into the hands of our sales and support teams to help our customers derive more value from their subscriptions.”

Mark Upson, chief executive officer of Scout Analytics, said: “With digital subscriptions, customers expect to pay for the value they receive from using a product. Scout Analytics gives The Financial Times the tools to understand usage and build long-term customer relationships.”

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