Subscription model: the secret to customer relationships

[shukla7789]

Subscription-based business models are a trend and are already everywhere. Nowadays, it is difficult to think of a product or service that cannot be subscribed to : TV, internet, music, gym and even – surprisingly – toys or cosmetics.

This model has gained popularity because it benefits both the customer and the company: customers have the freedom to access or cancel services at any time and companies benefit from recurring billing, which translates into stable and predictable revenue.

However, this modality also brings challenges.

Relationships are increasingly superficial and less connected

We have seen an increase in "unofficial" and quick-to-consume relationships – people avoid serious commitments and therefore, relationships are increasingly fragile and disposable. Nowadays, bonds are built online, based on jordan whatsapp number database photos, "likes" and "dislikes" and can appear and disappear as quickly as we want - if something doesn't please us, we just have to block, disconnect, pick up the phone and find someone else.

In a culture of dispensability, lasting relationships don't just happen with the snap of a finger – it requires investment, effort and, above all, disconnecting from the screen and living quality emotional experiences .

This new carpe diem model, where we have everything but hold nothing back, also applies to the business world. Consumers do not feel loyalty towards a company and are increasingly willing to easily switch products or services if it brings them more benefits. For this reason, companies now have to make even more of an effort to keep their customers loyal, investing in building stable and lasting relationships, and fighting to win customers over every day.

But how can you build a lasting relationship with brands?

All relationships are complex, unique and special, and maintaining a healthy relationship, whether personal or professional, takes work – it’s a daily mission. For businesses, maintaining healthy relationships with customers is not that different from what is required in marriages or long-term relationships.

To understand how to win over and retain a customer, think about a romantic relationship you have had. Although all relationships are different, they all have some common pillars: personality, chemistry, communication and the experiences you share.

The personality

Personality is what makes us unique, different from everyone else. It's our personal characteristics, our behaviors and preferences - ultimately, our personality is our brand and it's through this brand that we are recognized by others. That's what initially attracted you to this relationship.

At the same time, the first step for an organization to build a relationship with its customers is to invest in the company's personality. The brand must be attractive, convey the company's values ​​and purposes, and provide an identity for the business.

The chemistry

Let’s think back to your relationship. After you felt mutually attracted to each other, what made you feel a connection? How did you know you were compatible? Chemistry was responsible for keeping the interest going, as this goes far beyond first impressions - remember, maybe your partner told a good joke or you found several things in common.

Chemistry creates a kind of magnetic attraction that leads to a sense of belonging. But as we all know, it's hard to keep chemistry alive.

Organizations also need to ensure that they follow up on the initial attraction. In fact, competition is so great that it is necessary to constantly work to create chemistry, because lasting relationships are increasingly rare and having a client today does not mean having a client forever.

If you don't know how to rekindle the chemistry with your client, don't worry – the following tips will help you:

Care about your customers : Conduct satisfaction surveys and ask for feedback regularly to understand your customers’ needs. When customers give their opinion, value it and show them that their feedback is taken seriously.
Be empathetic : put yourself in the shoes of the people who use your product. Put yourself in the shoes of the customer and use your product to understand your customers’ experience.
Show respect : Respect all your customers, even the most difficult ones. Let them know that your company respects their time and opinions.

The communication

One of the main causes of problems in a relationship is a lack of communication. How many times have you stopped talking to someone, sometimes for simple reasons or even because of a misunderstanding?

When communication flows, both parties feel comfortable expressing themselves and can thus avoid unwanted conflicts. On the other hand, if it reaches the point where both parties stop trying to communicate, it will be difficult to reverse the problem and save the relationship.

This also applies to business. A relationship should be built on honesty and trust. However, just like in relationships, the trust between a company and its customers is sensitive. Therefore, always be honest and sincere with your customers. Don’t sell illusions or lie about your products and services, and inform them of any changes or events that affect them, whether good or bad – just like in a marriage “together for better or for worse… until death do you part” – or, in this case, a competitor do you part.

Also, always be available to talk and remain patient, even if your customer is giving you a hard time. If someone is unhappy with the service, the last thing they want to do is talk to a faceless company that doesn’t show genuine concern for their issue. So when you communicate with your customers, talk openly with them, just as you would with a partner in person.

The experiences

You've probably read the phrase "collect moments, not things" somewhere. The phrase is quite popular and encourages us to find happiness in the moments and experiences we live and not in the things we own.

In a relationship, it is through sharing experiences and moments together that the couple discovers each other and learns how they can complete each other in the best possible way.

In the business world, experiences are equally essential. Customer experiences are the moments when your customer interacts with your product or company. When these interactions occur, make the most of these moments and take advantage of them to get to know your customers better and understand what they really need.