#3 “Be Present” (in the minds of your subscribers)
Sometimes, customers stop using certain products or services after a while. They no longer care about your brand – often because of a perceived lack of value in their minds. When the time comes to renew a subscription, they just don’t feel inclined to do it. One way to prevent this from happening is to make it hard for them to forget you – deliver a top-notch, compelling experience that sticks in their minds.
This will make it difficult for them to forget about your brand, and more importantly, why they purchased your service in the first place. When your value is strong and ever-present, customers will stay with you longer. Successful organizations with thousands or millions of customers achieve this using a tech-touch customer success model.
In this approach, the focus is on being a high-value resource for your customer – think customer journey email series, well-developed knowledge bases, well-written documentation, and so on. Such high-quality customer experiences, powered by a tech-driven model, have served many subscription services very well in recent years.
Here is a quick example: when you sign up for a popular shaving club, they send you a guidebook inside your first box delivery. Instead of a boring instruction manual, the book is crafted in a light-hearted and witty comic-book style – fun to read yet highly informative about shaving and grooming etiquette. Seemingly small touches like these can go a long way in leaving a lasting impression on your subscribers. They can be persuaded to stay with your brand for a longer time, helping reduce churn rates.