Tame the Mobile Beast Interacting with Your Customers at the Right Time and in the Right Way, with Tom Burrell, SVP of Retention Marketing at DAZN
This week Tom Butta chats with Tom Burrell, SVP of Retention Marketing with DAZN. With online streaming quickly replacing cable and satellite services as more and more consumers “cut the cord,” DAZN has quickly to give its competitors a run for their money, and its users an amazing experience.
Burrell provides an inside look at what technologies he and his team utilize to give DAZN users both engaging and unobtrusive interactions, with some of their newest features including real time sport messaging and the ability to follow your favorite teams even while you’re busy. You’ll also hear Burrell’s thoughts around maximizing customer interaction within well-defined life cycle stages.
Additionally, Tom Butta and Tom Burrell dive deep into what steps you can take when you know you are on the verge of losing a subscriber. Whether it’s offering additional education about the product offerings or temporary discounts until favorite content is back, Burrell emphasizes the importance of engaging your customers no matter what stage they are at.
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Guest Bio
Tom Burrell is the SVP of Retention and Lifecycle Marketing at DAZN, an international over-the-top sports streaming service. In his current role, he is focused on retention marketing and keeping his customers engaged and subscribed. Tom has had quite the journey from data planning to CRM, where he has worked on both the agency and client side.
He has led Customer, CRM, Data, Digital and Marketing Departments, Programs and Projects, consultancy & client side for over 20 years. His big superpower? Enabling brands to leverage data and advanced analytics to drive customer centric commercial growth across all stages of the customer lifecycle.
Previously, he was based in the Middle East as Global CRM Director for DigitasLBi, after which he went on to become Head of CRM and Marketing at Man Utd. Most recently ,he headed up Customer Marketing at TalkTalk, before getting back to all things sport and moving over to DAZN.
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Guest Quote
“So, it's really really important to, in an organization like DAZN, make sure that you're dropping the right interaction to the right customer in the right way. Both to support them as a sports fan and getting the best out of the platform, but also to drive the success of our business commercially as well.” – Tom Burrell
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Time Stamps
*(00:49) Background on Tom Burrell
*(02:55) Driving customer growth throughout the entire lifecycle
*(06:36) How to build your playbook
*(10:45) Learning through testing
*(11:40) Why onboarding is critical to user numbers
*(17:33) Showing customers all your value
*(21:19 What tools does DAZN lean on
*(22:46) Can one vendor do it all?
*(24:48) Rapid Fire Questions
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Links