Live It with Charter®:

Earning loyalty through segmentation and engagement

Loyalty 360 Joint Webinar with Epsilon

March 13th, 2012

© 2012 Charter Communications–All information contained

herein is confidential and proprietary. Any unauthorized
use or disclosure is strictly prohibited.
Today’s Speakers

! Corporate Manager of Loyalty & Retention

Marketing Strategy at Charter Communications
! Currently manages Charter’s customer rewards
program, Live It with Charter®
! 11 years marketing & operations experience
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!-#".)"&!/001*$+#2/*3!

! Vice President & General Manager, Epsilon

! Oversees Epsilon’s Strategic Database Services,
Loyalty & Digital Solutions divisions
! 25 years experience in managing international client
engagements, providing comprehensive marketing
loyalty, technology & CRM services for large global
4)5&6$*78),& clients
9:3$8/*!
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Agenda

• Live It with Charter®

program overview
• Segmentation review
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• Engagement strategies
• Capturing the emotion

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The Charter & Epsilon Partnership

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Experience Charter

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Experience Charter

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Who loves their
cable company?

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Any unauthorized use or disclosure is strictly prohibited.
© 2012 Charter Communications–All information contained herein is confidential and proprietary. 8
Any unauthorized use or disclosure is strictly prohibited.
Program Overview - Nuts and Bolts

Membership Facts
! 900K members
! Celebrating our 5th Anniversary
! 900% member growth in the past five years

Choose Rewards
! Redemption Days
! Bid for it! Auctions
! Charter Store™
! Special Offers
! Charter Mall™

Enter Sweeps
Member Panel

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Any unauthorized use or disclosure is strictly prohibited.
Every Industry Has it’s Challenges:
Charter’s Subscription Challenge – It’s All About Churn!
Marketplace Challenge
! Increasingly competitive and increasingly commoditized.
! Focus has traditionally been on gaining new customers; not retaining existing ones.
! Differentiation, added value and increased loyalty are a must.
! We’re NOT retail.

Solution – Control Group 101

! A data-driven approach. Manage our control group to
resell the program to stakeholders!
! Targeted strategies and evaluation of segment performance.
! Segmented acquisition and engagement strategy.

Results
! Continuously evolving and improving approach to customer relationship management.
! Exceed retention objectives and driving spending.
! Positive touch point that incorporates rational and emotional value proposition.

© 2012 Charter Communications–All information contained herein is confidential and proprietary. 10

Any unauthorized use or disclosure is strictly prohibited.
SEGMENT

11
Segmentation Beyond the Norm

• Why segment?

• How
– Identify Objectives
– Be smart in your approach
– Work within your limitations
– Sort & categorize your data
– Experiential level of data
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Get to Know Your Customers

• Data drives member and non member communications. Segmentation allows us to

target rewards to the proper demographic.

Charlie and Mary Have Different Loyalty/Reward Desires

Charlie is a 62-year-old father. His Mary is a 48-year-old mother of

kids are grown. His hobbies include two children. She loves spending
investments, travel and fitness. time with her family and is avid about
Charlie is an avid watcher of the the health and wellness of her family.
Bloomberg, Golf Channel and Travel Mary is an avid watcher of HBO,
Channel networks. Discovery Health network and the
Cooking Channel.
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ENGAGE

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Engagement Strategies

• Get the right customers into your program

• Get your customers engaged
• Invest in your customers
• Determine the engagement “trigger”
• Create positive touchpoints with customers that
drive engagement strategies

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Member Website - The Engagement Hub

Section Name | 16
Engagement Opportunities – Positive Touchpoint #1

Redemption Periods

• Redemption Days is a monthly event that lets members redeem points online for merchandise sponsored by our
networks.

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Engagement Opportunities – Positive Touchpoint #2

Sweepstakes

• Sweepstakes provide members with the opportunity to use their points to have access to special events, family
vacations and so much more.

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Engagement Opportunities – Positive Touchpoint #3

Bid for it! Auction

• Bid for it! auctions provide members with an opportunity to bid on exclusive prizes which include electronics
packages, autographed memorabilia, celebrity events and more

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Engagement Opportunities – Positive Touchpoint #4

Member Panel – Market Research

• Our program has been shaped by the feedback from our two way communication panel with our customers.

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Engagement Opportunities – Positive Touchpoint #5

• Outside of the more structured touchpoints we mentioned, we have other ways for members to engage with our
program, one of which includes merchant networks.

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EMOTIONAL

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The Emotional Component

• Maintain Engagement
• Create an emotional attachment
• Differentiate
• Focus on
Customer Service

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Sharing the Emotions of Our Members!

"Thank you so much for the wonderful prizes! Our kids had a great Christmas thanks to
Charter, and I’ve told all of my friends to sign up for Live It with Charter! “
Jennifer K. from WI ~ Cartoon Network Sweepstakes

“We were so elated with winning the trip to Hollywood, this opportunity was something we
will never forget. We not only won it; we lived it with Charter!”
Buck D. from AL ~ TV Guide Network Superfan Sweepstakes

“I can’t believe I really won all of this, every HDTV has a spot on a wall in my home.”
Mike D. from TN ~ Weeds HDTV Sweepstakes

“This is great, are you serious? I can’t believe it! I can’t thank Charter and Live It with
Charter enough.”
Kim F. from GA ~ Live It with Charter Gamer Sweepstakes

© 2012 Charter Communications–All information contained herein is confidential and proprietary. 24

Any unauthorized use or disclosure is strictly prohibited.
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RESULTS

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Contact Information

FOR MORE INFORMATION CONTACT:

Craig Lawrence
craig.lawrence@chartercom.com
www.liveitwithcharter.com

Jeff Kindle
jkindle@epsilon.com
www.epsilon.com

© 2012 Charter Communications–All information contained herein is confidential and proprietary. 28

Any unauthorized use or disclosure is strictly prohibited.