Based on work we've done to develop tight subscription propositions for brands in markets as diverse as National Newspapers, Mobile Networks and Not for Profit, we've put together an 'all we know' guide to getting the relationship to work at its best for both sides.
The guide comes in the form of a 30 minute presentation or a half-day workshop.
Here are the Watchwords:
Do you demonstrate - from the offset - the value that customers are going to receive and will continue to receive throughout their involvement with your brand?
Do you have a good enough understanding of a) the value exchange itself and b) your customers' expectations, to ensure that you are communicating this correctly?
Do you know what your different customers perceive to be the emotional-end benefit to your service and have you considered how best to reflect this in the way your subscription relationship works?
How well do you reflect the ways your customers' wants and needs will evolve at different stages during the on-going life cycle of your service?
How can you generate deeper brand involvement and loyalty by creating user communities?
Has your 'touch point' strategy been designed to develop deeper and on-going customer engagement; are you being inventive enough with how, when and why you contact your existing customer base?
Are you fully committed to continually improving how your customers engage and share their information with you?
Have you been clever in how you phrase, position and display your data security policies? - Does it encourage your customers to feel safe and to continue to divulge?
Have you thought carefully enough about price level as well as charging structures: are you missing out on opportunities for upsell or cross-sell (or even down-sell at some lifecycle points)?
Do you have mechanisms in place that enable your fans to evangelise about you: word of mouth, recommendation schemes and easy to adopt terminology (e.g. making your brand name a verb)?