Sarah Williams argues that treating paying subscribers like VIPs cuts churn and saves money. Loyal customers deserve personalized service and recognition at every touchpoint, like a hotel upgrading a regular guest's room. This costs less than constantly acquiring new ones.
You need your subscribers to get VIP level customer service, right? Your subscribers are paying you every month. They are the most loyal. We focus so much on acquisition, acquiring new subscribers that we lose sight of if we just take care of them, if we just treat them really well, if we treat them like the VIPs in our business, that we retain them longer and then we're not constantly spending money acquiring. Like when I'm walking into a hotel, maybe I have a lot of points with this particular hotel chain. They don't know that while I'm standing in line. But once I get up to the checkout counter and they put my name in and they can see, oh, Sarah's been a member with us for a long time. Oh, she stays at this particular hotel everywhere she travels. We're going to upgrade her room. We're going to make sure we leave warm cookies in her room. Like whatever. How can you treat people like VIP when they come through your customer service counter? Whether that's virtually or in person.
I Almost Sold My Subscription Box… Until the Numbers Changed Everything with Ciara Stockeland
