Touch points

Many publishers only reach out to their subscribers once a year... and usually the sole purpose of that outreach is to ask for their cash. We know this is not a good approach, but many subscription marketers continue to do it at the risk of being met with poorly-engaged, unhappy customers.

Alliance recommend that our clients implement a course of touch-points via direct marketing and calls. Typically, this would include:

• A call early in the subscription cycle to ‘on-board’ new subscribers (where a relationship manager will guide the subscriber through the publication website, alerts, and data feeds)
• A call mid cycle to say, ‘How’s it going?’. We would use analytics to get details on the level of engagement which would influence the style of call. The use of open questioning would help us guide them towards relevant content and increase engagement
• A renewal call towards the end of the cycle to discuss upselling opportunities

As you can see, we only discuss the commercials on the 3rd call, reserving the first 2 calls for relationship & rapport building.

This leaves the customer feeling supported and valued; leading to increased engagement with your product & lasting partnership with your business, not to mention invaluable feedback being gathered. It also means that any small technical or customer service issues can be picked up mid-term and prevent the customer from shopping around or considering other options.

By implementing this process with your sales team, rather than customer services, you're able to provide continuity to your customers' experience.

More touch-points and a better customer experience mean higher renewal rates.

Talk to us about how we can facilitate this process for your subscription services and improve your renewal rates.

+44 203 917 5100 | +1 646 968 0529 | info@alliancesalessupport.com