Customers are one of the main stakeholder groups of the Agora Group. In our daily activities, we strive to provide them with the highest quality products and services, while ensuring safety and accessibility, especially when it comes to vulnerable groups and those at risk of exclusion.
We take full responsibility for our products and services. Companies from the Agora Group provide regulations specifying the terms and conditions of using products and services, including those relating to purchase, return and complaints. Customers also have the option of contacting companies through designated channels providing user support.
The main principles that we follow in relations with our customers result directly from the “Agora’s Code of Ethics”, and include the following:
- compliance with high ethical standards;
- responsibility for the products and services offered, as well as for their quality;
- transparent and comprehensible rules for the use of products and services;
- transparent marketing communication.
In the case of relations with customers, the “Code of Ethics” is supplemented by the “Code of Good Practices in Customer Service”, which was introduced in order to improve contacts between employees of the Agora Group and customers, readers and users. At the same time, it aims to ensure the consistency and effectiveness of the actions being taken.
The Agora Group companies also have regulations that define the rules, scope and conditions for the use of products and services by the buyer/user, including those relating to purchase, return and complaints.
The main documents available to clients include:
- Regulations for users of Gazeta Wyborcza
- Protection of privacy of users of Agora S.A. websites
- Agora's Websites User Regulations
- Rules for using the Gazeta Wyborcza application for devices with iOS and Android
Customers can also contact the help for users, and at www.agora.pl/en/contact there are contacts to individual brands and companies of Agora. Additionally, the websites devoted to the individual brands of the Agora Group contain contact details for users.
MANAGEMENT APPROACH OF INDIVIDUAL SEGMENTS OF THE AGORA GROUP IN THE AREA OF CUSTOMER EXPERIENCE (CX) / CUSTOMER SERVICE:
MOVIES AND BOOKS
The main goal in the CX strategy of the Helios cinema network is to maintain the best possible relations with the existing clients and attract new audiences. For Helios cinemas, opinions on the quality of service provided are an important element of network management, especially considering the highly competitive market environment. Therefore, Helios pays special attention to issues related to customer service. Information on Helios' customer experiences is collected through various channels. This is done by both the team dedicated to communication with viewers, which is responsible for contact with customers – answers their questions, complaints or suggestions, and the social media team, which manages customer questions and comments on the social media accounts of the Helios cinema network. Clients have a clear path of conduct both in the event of their willingness to submit an opinion (a specially created tab on the helios.pl website called "Opinions"), through direct or e-mail contact with the selected cinema and opinions and potential complaints in Helios' Google business cards.
Thanks to a wide spectrum of data and a huge number of customers, Helios actively monitors the situation and, within the framework of developed procedures, immediately reacts to potential problems, discovers their causes, and thus cares for customer satisfaction and loyalty.
The key performance indicators of CX activities in the area of Helios communication channels are:
- participation in the sale of the number of tickets in individual channels: www.helios.pl, application and POS;
- number of messages and comments on social media (reach and engagement);
- average rating of the cinema in the Google opinion section.
In the area of customer service, the main KPI is striving to minimize customer inquiries and complaints while increasing the attendance in cinemas.
Finally, in general terms, the number of tickets sold in a given period is the indicator of the effectiveness of all activities in the field of CX.
As a cinema operator, Helios constantly invests in projects aimed at optimizing CX and, as a result, building attendance in cinemas. Activities undertaken for this purpose include the successive implementation of the latest technological solutions related to audiovisual reception in cinemas (i.e. Christie RealLaser ™ laser technology, Dolby ATMOS digital sound, Christie 4K image resolution and DepthQ 3D technology), as well as increasing the comfort of viewers (rooms Dream). Helios' film offer is adjusted to the client's needs: world and Polish blockbusters, a package of special projects (event cinema), which is directed to specific groups of clients with different interests. Helios cares about a transparent and customer-friendly pricing policy (it allows the customer to manage the ticket price - it allows the customer to save up to 50% of the repertoire ticket price when buying in advance), as well as high quality service in cinemas.
The company works mainly with corporate clients. Its biggest partners include film producers, cinema networks and streaming platforms. This area of activity is project-based, therefore the principles of cooperation with a given contractor are set individually on the basis of a signed cooperation agreement.
AGORA PUBLISHING HOUSE
Agora Publishing House has two main categories of contractors. The first of them are writers and musicians whose works are published by the publishing house. The rules of cooperation with them are each time specified in the agreements between the publishing house and the author.
The second group of the Publishing House's clients are the buyers of the publications.
As part of its publishing activities, Agora also runs two online bookstores – Publio.pl and Kulturalnysklep.pl. The first of them – Publio.pl – offers over 40 thousand e-books and audiobooks, as well as several hundred digital press titles. Kulturalnysklep.pl is an online store where one can find, among others, books by the Agora Publishing House, CDs and vinyls with music by famous artists, films on DVD, as well as press publications. Contact details for the Publio.pl team are available on the website – www.publio.pl/kontakt, and for the Kulturalnysklep.pl service office at www.kulturalnysklep.pl. Both pages also contain information on the principles of complaints.
The key performance indicator (KPI) of both Agora Publishing House and both bookstores is the monthly number of products sold.
The sales team of Grupa Wyborcza provides services of placing advertisements and announcements in Gazeta Wyborcza, magazines (Wysokie Obcasy, Wysokie Obcasy Extra, Books. Magazine for reading) and digital publications of the Wyborcza.pl group, of which it is the publisher. In addition, it also offers advertising solutions in, among others, custom publishing, employer branding or events.
The starting point of the CX strategy for Grupa Wyborcza is the synergy of two areas – customer service and customer success.
The effectiveness indicators (KPI) of this strategy are:
- Churn / unsubscription rate (UR)
- Expansion revenue retention
- Monthly recurring revenue
- Long Time Value (LTV)
- NPS (Net Promote Score)
Customer Success Manager (CSM) is responsible for customer service in Grupa Wyborcza. His or her role is, among others:
- educating the client on the value of the service sold;
- long-term strategic consulting;
- building customer satisfaction based on results;
- gaining customer trust through transparency.
One of the key tasks of the advertising office team of Gazeta Wyborcza in 2022, implemented in order to improve the effectiveness of the CX strategy, is to continue the process of organizing and launching a new digital subscription sales process in the B2B area, taking into account the role of Customer Success Manager at implementation stage and after-sales customer service. This action is to bring the effect of increasing the scale of sales by the sales department and improving the profitability of business in the area of B2B digital subscription.
The content of the published advertising materials is governed by the "General rules for placing advertisements and announcements in the publications of Agora S.A.". The document stipulates the publication of advertisements / announcements that are against the law and / or good principles of social coexistence. The same document also specifies the principles of complaints. The communication of Grupa Wyborcza with its customers takes place via e-mail / telephone provided on the website – www.reklamamagazynyagora.pl/en.
The advertising office of Gazeta.pl consists of a team of experts for whom the main indicator of effectiveness (KPI) is the level of customer satisfaction and continuity of cooperation. Customer Experience issues are analyzed in two dimensions.
Firstly, through the users' experience while using the content published on Gazeta.pl websites, and secondly, through the level of satisfaction of our business partners commissioning advertising campaigns.
We improve the first of these areas through continuous work on indicators, such as Core Web Vitals, the improvement of which translates into user experience. The result of these works is, among others, improving the speed of loading pages, which in today's world of digital media is an extremely important point of Customer Experience, and in this case User Experience.
To improve the service of our business partners, we collect feedback directly from customers and analyze the annual survey of advertising offices by the Media and Marketing Polska, in which we check the effectiveness of our activities in the area of Customer Experience.
Communication of Gazeta.pl advertising office with clients takes place via e-mail / telephone provided on the website – www.reklama.gazeta.pl.
Yieldbird's clients are mainly corporate contractors - publishers of websites. The goals set by the Yieldbird team managing customer service are, above all, to increase the publishers' revenue and churn rate as close as possible to 0%. These goals are also KPIs in the Yieldbird CX area.
The Yieldbird team maintains ongoing communication with customers so that the knowledge about specific activities in a given month is the same on the part of the company and the customer. Each time the action strategy is accepted by the client and the teams working with him to confirm that a common goal and action plan has been established in a given year. Each of Yieldbird's clients has a dedicated 3-person team assigned to him. It consists of Customer Success Manager, Customer Performance Manager and AdOps Manager. Additionally, upon request, the client may receive support from Yieldbird experts from other departments.
In 2021, Yieldbird implemented processes in the CX area, which concerned the unification of strategies for clients and the preparation of quarterly and annual reports for them. For this purpose, the Yieldbird team has created a customer service guide book – it allows to standardize this process as much as possible and develop repeatable standards. In 2022, Yieldbird will continue activities related to the process of building and implementing annual strategies for all clients in its portfolio. Growth of publishers' revenues and churn rate will remain the key performance indicators.
At Yieldbird, all departments that work with clients report their activities to the Head of Business reporting directly to the Chief Revenue Officer. It is the Head of Business that is responsible for creating processes and goals for teams that work with the clients and supervises their implementation.
Yieldbird's communication with customers takes place via e-mail / telephone provided on the website – www.yieldbird.com/#contact-section
In the HRlink Group, all teams take care of Customer Experience. The key to action is to understand that the most important thing in the organization is the customer and his needs. However, the goals remain to deliver the product in line with the expectations of customers, the HR industry, and to be a substantive partner. The main recipients of HRlink services are corporate clients, in particular HR departments.
For this purpose, both the HRlink team and GoldenLine work, among others, by:
- supporting the client at every step of the cooperation;
- research of needs and understanding of expectations as well as constant monitoring of work in the offered system;
- quick response to all notifications;
- educating customers through dedicated webinars and creating a dedicated e-magazine "Better People";
- carrying out qualitative and quantitative research to define needs.
To improve this process, the HRlink Group plans in 2022:
- developing constant monthly communication through a newsletter for HRlink and Goldenline customers;
- implementing new functionalities together with selected clients in the offered system, and then testing the sentiment after implementation for all clients;
- regular workshops with clients to explore their needs and goals;
- surveying customers after purchase, resignation or during the use of the system in order to examine the competitive advantages or ideas for improving products. Performance indicators (KPIs) are not determined by the HRlink Group.
On the other hand, the actions planned to maintain the appropriate churn rate, and thus customer satisfaction with the product or customer service, are a clear priority.
The communication of the HRlink group with customers takes place via e-mail / telephone provided on the website – www.hrlink.pl/kontakt
The Customer Experience strategy at AMS is based on building lasting relationships, transparency and flexibility. The customer and his needs are at the heart of AMS activities. AMS works with 3 different groups of recipients:
- Media houses, advertising agencies, corporate clients
The main group of AMS's clients are primarily media houses, advertising agencies and corporate clients with whom the company's sales department cooperates on a daily basis. The key performance indicator (KPI) is customer satisfaction and long-term willingness to cooperate. Customer satisfaction is measured annually and presented in the report of Media Marketing Polska Advertising Offices. In the last one, the company was ranked the highest among advertising sales deaprtments on OOH market in 2021 by customers – winning in five out of six categories, including the overall rating of outdoor advertising departments. In the last decade, AMS received this award ten times.
According to AMS the basis of customer experience strategy is building lasting relationships. Within the sales department, each media house or advertising agency is assigned a sales representative who is responsible for ongoing contacts with the client. This allows for quick and efficient delivery of materials in response to customer inquiries.
Together with the marketing department, cyclical expert materials in the form of presentations, newsletters, case studies, blog entries are prepared, which provide sales team with the data, knowledge and arguments needed in their daily work.
Transparency of activities is the basis for building trust among customers. The company presents all important documents on its website – clear and legible price lists, the company's commercial policy, rules for displaying advertisements on panels, levels of discounts that agencies and media houses are entitled to depending on the level of declared expenses.
- New, direct customers
New customers or those returning after a long break usually contact AMS via the ams.com.pl website.
The company assigned one telephone number that is open 24/7 and one e-mail address for the purspose of contacts with customers. In this way, the company can quickly and efficiently respond to customer inquiries. AMS has also placed a special BRIEF form on its website, which allows to plan a campaign that fully meets its assumptions. Additionally, the company provides customers with tools for planning and managing OOH campaigns. They include advanced mapping tools, as well as those enabling the calculation of media parameters of a campaign, evaluation of the outdoor layout or its visualization.
- City dwellers
OOH is not just advertising. It is responsibility for the environment and shared space. That’s why the company focuses on mantaining its panels in proper condition – their appearance, cleanliness and advertising exposure. It publishes the content in the form that complies with the law, good practices, fair competition, reliability and honesty, and does not offend human dignity. The company offers solutions that are created on the basis of tests and experiences, gaining a modern form, both technological and architectural. AMS prepares solutions that are useful to city dwellers. Today, a modern bus/tram stop is not only a transfer point, but also a friendly and useful place on the route of city trips. A place where you can charge your phone for free, read local news, check air quality or view a map of the area in real time.
AGORA RADIO GROUP
The main goal of all Agora Radio Group stations (Radio TOK FM, Radio Złote Przeboje, Radio Pogoda, Rock Radio) in dealing with the audience and the guiding principle in considering each issue is to solve the matter as quickly as possible and satisfy the recipient. That is why the customer service at GRA, apart from the fixed working hours (Monday-Friday, 9 a.m. - 6 p.m.), also works on weekends, i.e. in emergency situations. In addition to telephone, it is possible to contact the customer service department on the web – via e-mail or social media, and occasionally via traditional mail. Contact details of individual editorial offices can be found at: www.radioagora.pl. Doradztwo Mediowe is largely responsible for the advertising customer service.
Support for customers paying for subscriptions ranks second, the subscriptions department, right after the sales targets.
For GRA, a key performance indicator (KPI) is to minimize the number of queries sent with a growing number of customers. Limiting the number of inquiries is implemented by removing repeated errors and places where the potential customer does not know how to deal with the next stage of the transaction. Agora Radio Group's goal for 2022 is to achieve a level below 1000 inquiries per month.,
In 2022, the Agora Radio Group team will also focus on developing the process of maintaining interest in the product of customers who are considering unsubscribing.
DORADZTWO MEDIOWE (MEDIA CONSULTING)
Doradztwo Mediowe as part of the direct sales department provides a comprehensive service aimed at meeting the needs of advertisers and building their loyalty to the company.
The sales process is carried out in close cooperation with advertisers and includes detailed identification of customer needs, market research, campaign planning using professional planning tools, creating a unique mix of advertising activities on the radio, internet, cinema and shopping malls, as well as proposing unconventional non-standard solutions.
When creating advertising strategies for clients, the Media Consulting team analyzes potential recipients of advertising campaigns, using the Target Group Index research, which can precisely define the client's target group, both demographically and psychographically. In the sales process, Doradztwo Mediowe also uses the Radio Track survey, which analyzes the audience of individual stations and radio packages.
Since 2021 Doradztwo Mediowe has been implementing a CRM system, which is to help in the development of, i. a., ticketing systems, Marketing Automation activities or defining CX performance indicators (KPIs) for a given period.
In 2022, it is planned to launch functions directly engaging the customer's attention in the area of Marketing Automation and to define specific KPIs.
Communication with clients takes place through many channels, the most frequently used of which is the website of Media Consulting - www.doradztwomediowe.pl, which also describes the standard of complaints.
TANDEM MEDIA - MEDIA CONSULTING (AGENCY SALES DEPARTMENT)
Tandem Media specializes in cooperation with media houses and advertising agencies in the planning, analysis and purchase of radio and cinema campaigns. The list of these counterparties is essentially constant.
Each media house or advertising agency has an assigned accountant / salesperson who has quality goals for contact and feedback. The goals are verified on a monthly basis. The activities of the councelors are supported by a specialized analytical unit and a unit dedicated to non-standard solutions.
In addition, media houses and advertising agencies are supported in the daily work related to radio campaigns by the radio planning department, whose planners are also strictly assigned to a specific group of people in the contractor's structures. The entire work of the planning department is monitored on an ongoing basis by the radio planning manager, and the information flow is recorded on the e-mail box.
All inquiries or complaints are sent to Tandem Media on an ongoing basis by designated councelor, the form on the website and social media. They are processed on the basis of the "General Issue Conditions" approved and standardized by Doradztwo Mediowe and on the basis of agreements concluded with contractors, which are renewed each year.