North Report

Subscribing to Loyalty and Retention - Zen Habito

Episode Summary

Zen Habito is the Senior Director of Loyalty, Retention & Customer Care at the Globe and Mail. In this episode, we investigate how the Globe and Mail successfully transformed itself from a paper-first organization to a digital-first news media outlet.

Episode Notes

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Time Guide

(00:30) - Introductions

(00:57) - About Zen Habito

(02:50) - Career Journey

(05:10) - About Globe and Mail

(07:50) - Change in Strategy

(09:30) - Data & Typical Consumer

(11:15) - On-boarding Process Then Vs. Now

(12:50) - Focus on the Future Audience

(17:18) - Onboarding Process

(20:50) - Challenges / Advantages

(23:50) - Bringing Family Values into Business

(25:50) - 6 Key Pillars

(28:50) - How do you Define a ‘Positive Experience’ & Take a Loss

(31:50) - Key Learnings from Past Strategies

(34:00) - Incorporating Tech

(35:15) - How do Censorship & Loyalty Intersect?

(37:10) - Foresee Technological Changes

(39:39) - Three Key Takeaways

(42:00) - Working on now

(44:02) - Contact Info

Social:
https://www.instagram.com/north_report/

https://www.linkedin.com/company/the-north-report

Links:

https://ca.linkedin.com/in/zenalyn

https://www.theglobeandmail.com/