Which? is the leading consumer advocacy organisation in the UK, known for its rigorous product testing and unbiased reviews. The mission of Which? is to help consumers make informed decisions, maintain high accessibility and usability standards, and ensure cost transparency for subscribers. With half a million paid members in the UK, it is one of the largest subscription organisations in the country.

Which? faced a particular challenge with its subscription architecture, relying on a complex legacy system. This system was holding Which? back from achieving its goal of reaching one million subscribers and made staying compliant with evolving regulations, such as PCI compliance, difficult.

Which? found the existing stack to be inflexible and struggled with basic functionality. With concerns about compliance in the digital age and customisation inflexibility, Which? embarked on a programme to enhance its digital capabilities and better serve its members. The guiding principle of the programme was to ensure that the subscriber experience stayed in line with its values.

When Which? decided a reboot was needed, it selected Limio to solve key subscription commerce, self-service, and customer service gaps in its architecture. Limio’s deep integration capabilities with other Which? systems was seen as a strong benefit to avoid previous integration challenges. By ensuring Limio adhered to stringent PCI standards, Limio helped facilitate a smoother audit and reduced the effort required for Which? to be PCI compliant.

Since adopting Limio, Which? has launched a new, revamped checkout flow for subscribers while showcasing its commitment to best-in-class pricing transparency. It has introduced improved self-serve capabilities for subscribers for cancellations, enabling members to have full control of their subscriptions.

Its contact centre is well-equipped with smart workflows that allow them to provide full clarity on any subscription changes while safely processing orders. Limio gave the flexibility for Which? to integrate its third-party solutions for Interactive Voice Response (IVR) and Dual-Tone Multi-Frequency (DTMF).

After careful, phased roll-outs across its products, Which? is now firmly on track to decommission legacy systems, yielding savings for the non-profit and enabling Which? to look to the future.

With enhanced flexibility to create customisable subscriber journeys, Which? can now enable its digital strategy, seeking higher rates of acquisition and retention. Retiring legacy systems will enable Which? to adopt a more scalable and maintainable solution. This upgrade opens up new acquisition opportunities, including the integration of Apple Pay and PayPal. Another opportunity is to embed on Limio Pages third-party Live Chat solutions to better assist customers. These advancements will enhance the customer experience across channels.

Customer service workflows in Limio have enabled faster and clearer handling. Customer service agents can now read scripts related to renewal and new order costs to communicate to customers. Building on this, Which? is currently exploring the ‘next best action’ feature to better assist members while identifying potential opportunities for higher retention or cross-sells.

Limio Commerce’s online account functionalities ensure members can easily cancel via self-service. Which? also has a chance to remind them of the critical role their membership plays in supporting Which? 's consumer mission and offering offers and discounts.

Which? plans to leverage Limio’s ability to absorb third-party segmentation to personalise the save experience, and drive even higher engagement rates, continuously enhancing the member experience and supporting their mission to help consumers make informed decisions.