By Guest Contributor: Tony Ort, Senior Sales Executive at TCN
March 11th, 2025
The Mather Symposium's roundtable discussions revealed the diverse approaches publishers are taking to customer service. Specifically, the focus on technology adoption, data utilization and the strategic decision between in-house and outsourced customer service through a third-party Business Process Outsourcing (BPO).
Outsourcing for expertise and efficiency
Several publishers have chosen to outsource their customer service operations to BPOs due to their specialized training in customer experience (CX) practices and subscriber retention strategies. BPOs can provide focused expertise and established processes, potentially leading to improved customer satisfaction and reduced churn.
Additionally, outsourcing alleviates the operational burden of managing an in-house team, allowing publishers to concentrate on their core competencies of content creation and distribution. Cost savings can also be a factor, as BPOs may offer economies of scale.
In-house for localized, personalized service
Conversely, some publishers strongly advocate for keeping customer service in-house. This approach allows for localized support with agents who possess deep knowledge of the community, the publisher's products and the specific information they offer.
This localized approach fosters a stronger connection with subscribers and enables a more personalized customer experience, potentially leading to increased loyalty and advocacy. Plus, in-house teams can also be more adaptable to the publisher's evolving needs and can work more seamlessly with other internal departments.
The data disconnect
A recurring theme across all discussions was the underutilization of subscriber data in real-time customer service interactions. Despite having access to vast amounts of subscriber information, publishers are not effectively leveraging this data to enhance customer interactions. This missed opportunity hinders agents from providing personalized support and proactive solutions, leading to a less satisfying customer experience.
Chatbots: basic vs. advanced
Publishers also displayed varying levels of chatbot adoption. Some utilize basic chatbots with limited automation, while others invest in sophisticated AI-powered chatbots trained on their entire knowledge base to simulate human-like interactions. The former may offer basic support and FAQ responses, while the latter can handle more complex queries and provide personalized recommendations. The choice between basic and advanced chatbots depends on the publisher's needs, budget and technological capabilities.
Key takeaway: a customer-centric future
The roundtable discussion emphasized the necessity of a customer-centric approach in today's competitive landscape. Whether through in-house teams or outsourced partners, publishers must prioritize the customer experience. This involves leveraging technology and data to deliver personalized and efficient interactions that boost customer satisfaction.
The future of customer service lies in finding the right balance between human touch and technological innovation. This may include using data analytics to anticipate customer needs, implementing omnichannel support for seamless customer experiences and empowering agents with the tools and information they need to provide excellent service.
The choice between in-house and outsourced customer service is not always clear-cut. Publishers may adopt hybrid models, outsourcing certain aspects of customer service while keeping others in-house. They may also leverage technology to augment human agents, using chatbots for initial support and escalating to live agents for more complex issues. Furthermore, publishers need to invest in ongoing training and development for their customer service teams, whether in-house or outsourced, to ensure they can meet the evolving needs of subscribers.
The importance of continuous improvement
The customer service landscape is constantly changing, driven by technological advancements and shifting customer expectations. Publishers need to remain agile and adaptable, continuously evaluating their customer service strategies and making necessary adjustments.
This may involve experimenting with new technologies, collecting and analyzing customer feedback and benchmarking against industry best practices. By prioritizing customer-centricity and embracing innovation, publishers can build strong relationships with their subscribers and thrive in the digital age.
To see how TCN can help your publication increase efficiency and customer satisfaction, visit TCN’s website.
