Eine Buchempfehlung für alle, die sich mit abobasierten Geschäftsmodellen beschäftigen: How to Succeed in the Relationship Economy von Matt Lindsay sollte in Eurem (virtuellen) Bücherregal nicht fehlen.
Matt Lindsay erläutert in dem Buch, warum es im Zeitalter der Digitalisierung und des Überangebots an Produkten und Dienstleistungen wichtiger denn je ist, eine starke Beziehung zu Kunden aufzubauen und zu pflegen.
Der Autor gibt Euch praxisnahe Tipps und Strategien für den Aufbau von Subscription-Modellen an die Hand. Die Beispiele stammen überwiegend aus der Verlagsbranche, sind aber größtenteils auch auf andere Branchen übertragbar.
Keine Zeit für die Lektüre? Hier sind meine Highlights aus dem Buch
Warum es entscheidend ist, die richtigen KPIs zu betrachten:
A product with low margin and volume might have a profitable customer base that buys a lot more than the one product. By delisting one product based on the wrong KPIs, a store risks losing customers who visit the store for that single unprofitable product whilst also putting other products in the shopping cart. […]
Matt Lindsay
When it comes to analytics, put business people in the lead. Put data people directly in the business teams. Dare to question your KPIs: Are these the drivers of real value? KPIs can change culture and drive success. Don’t do big data just for the sake of big data. Only start data projects with a positive business case.
Wie wir die wirklich profitablen Marketingkanäle identifizieren:
We propose to focus on the bottom of the funnel and then work backwards. Start by looking at the data of core relationships that were acquired a few years back—say, two to five years. Then slice and dice them. Compare trials to regular subscription acquisition. Product A versus Product B. Brand X versus Brand Y. Autopay versus invoice. Telemarketing versus online shop versus retail. Salesperson to individual salesperson.
Matt Lindsay
Warum kostenlose Probeabonnements zwar oft zu vielen Abschlüssen, aber nicht unbedingt zu langfristigen, profitablen Kundenbeziehungen führen:
By introducing a threshold of a one-year minimum subscription period, we acquired the right customers: those who have the potential to become relationships. Sometimes it is better to let other customers go if they do not pass the threshold. […]
Matt Lindsay
So what we did was change the KPI from ‘number of subscriptions sold’ to ‘number of subscription years sold.’
… und warum Kundenbindung immer mit dem Produkt beginnt:
A good product. When your product is bad, your customers won’t be happy, whatever you do in communication or service. The brilliant basics. Don’t start with fancy stuff if the basics are not brilliant yet. If delivery is failing, fix that before you start sending postcards.
Matt Lindsay
Zum Buch: How to Succeed in the Relationship Economy von Matt Lindsay
