The study tested four different renewal message "pitches." Importantly, the messages varied along two key dimensions across each experimental condition. The first dimension was whether the provider documented successful results before or after reinforcing the current situation. The second dimension was whether the provider gave more or less explicit detail on the recent advances they had made.
While there were differences across the assessed measures, the overall pattern of results points to the greater effectiveness of documenting results at the outset of the message and using more explicit detail in underscoring recent advances.
"This study comes on the heels of research confirming that provocative messaging approaches, which may be effective at acquiring new customers, don't hold up so well in a renewal context," said Tim Riesterer, chief strategy and research officer at Corporate Visions. "This new research goes a step further by confirming an actual renewal messaging framework that's tested and proven to give you statistically significant advantages in the areas most vital to building customer loyalty and winning renewal business."
The study assessed the messaging impact of each experimental condition in the areas of switching intentions, willingness to pay, trust, and perceptions of message quality.
"For companies with service contracts, licensing agreements or subscription models, your success hinges on getting your best customers to renew with you," Riesterer added. "By establishing a specific messaging framework suited to this critical but overlooked conversation, companies now have a tested, proven roadmap for telling the most effective renewal story, instead of guessing."
To get more information about the study findings and to see the winning framework condition, check out the research brief.
About Corporate Visions, Inc.
Corporate Visions is a leading marketing and sales messaging, content, and skills training company. Global B2B companies come to us when they want to:
- Develop compelling messages to break the status quo and differentiate their solution;
- Deploy those messages in the field through demand generation and sales enablement content; and
- Deliver sales skills that help salespeople confidently use the messages and content to create, elevate and capture more value in their customer conversations.
To view the original version on PR Newswire, visit:http://www.prnewswire.com/news-releases/new-study-confirms-messaging-framework-for-delivering-most-effective-renewal-story-300404987.html
SOURCE Corporate Visions, Inc.