We all put a lot of effort, money, and ingenuity into acquiring subscription-based customers, but are we putting the same effort into keeping them after the sale?
Subscription growth does not come solely from acquisition. What comes after? How do you build trust and loyalty for customers to keep paying you each month/year?
The principles remain the same regardless of what you’re selling- internet service, software, streaming content, fitness memberships, meal delivery, or home services; the main fundamentals are the same.
The best subscription brands focus on four things:
- A positive experience can drive loyalty, which is why successful subscription businesses must actively guide customers toward early wins and positive experiences.
- Set Expectations Early. Transparent, upfront communication increases confidence. Customers need to understand what they are buying, what happens next, and when they will begin experiencing value.
- Ensure consistent communication. Follow best practices of the strongest brands by staying in touch with helpful information, tips, updates, and reminders that reinforce value.
- Measure engagement to gain insights and ward off potential problems.
Email or call me to explore broadband marketing for your subscription-based business.
FAQ Section
Q. What is most important and often overlooked in a subscription-based customer journey?
A. The human touch. Customers want to feel important and valued. Tell them by asking for feedback, thanking them for their business. Reward them early in their subscription with a gift or unexpected service upgrade.
Q. Why do some customers cancel even if they are satisfied?
A. Customers forget the value or stop engaging. Successful brands consistently remind customers why they subscribed.
Q. What metrics do subscription businesses often overlook?
A. Time to Value. How quickly does a customer experience the benefit promised? Shorten the time between sign-up and a customer’s first success with your business. One way to do this is by acknowledging a customer when they first use your product.