CRM pays off as Sky profits rise

CRM pays off as Sky profits riseBSkyB’s £50m CRM strategy appears to be paying huge dividends after its latest results show it has succeeded in getting thousands of customers to upgrade their services.
Pre-tax profit during the period rose by 6% to £417m, while operating profit increased by 11% to £316m.
It also added 46,000 net new TV customers and 75,000 new broadband customers, lifting adjusted operating profit by 11% to £316m, slightly ahead of forecasts of £311m.
Meanwhile a record 309,000 users signed up to its Sky Go Extra service which allows subscribers to watch programmes on phones and tablet computers when away from home. Revenue from the on-demand service Sky Store more than doubled during the quarter, and Sky Adsmart – the targeted advertising service, which uses Experian data to tailor ads to different demographics – saw revenues rise 48% compared to the previous quarter.
BSkyB chief executive Jeremy Darroch said: “The investments that we have made in new connected TV services are delivering growing benefits to our business. Our mobile TV service Sky Go Extra achieved a record quarter of growth.”
Earlier this year, Sky’s contact centre operation was investigated by the Information Commissioner’s Office after being placed on its “watch list” because of concerns about compliance. It has since been given the all-clear.
The company first launched the CRM strategy in 2000, and it has been the main driver of its sales and marketing operation ever since, with thousands of staff promoting Sky services.
The media giant now has contact centres operating in ten locations, including Livingston, Dunfermaline, Newcastle, Leeds and Dublin.

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