Loyal customers are worth their weight in gold, which is why most companies spend a lot of time and effort in ensuring their customers renew their subscriptions , and they do this by wooing them with discounts and special offers just before their subscription is due to expire . They want to reduce churn, but this is a losing battle . After all, if a user hasn’t used your product for the last 10 months, why will he want to to renew ?
The trick to making sure your users remain loyal is by getting them to use your product actively in the first month itself . They are much more likely to get hooked on if they find it’s of value.
After all, they are excited when they have just bought your product, and want to make the most of it ! They are looking forward to using something new and exciting. This is why it’s so important to ensure that have a positive on-boarding experience . Now this doesn’t just mean that you share some demos with them, and let them figure out how to use your product themselves. This is very common, because once the salesman has made the sale, he wants to move on to the next customer, and customer service will only offer help when the customer gets stuck !
This means that a lot of users fail to maximise the benefits which your product can offer them, and this is a shame, because they get disenchanted, and will start looking for better options.
This is why you should routinely and proactively phone all new customers , and hold their hand , so they can optimise the use of your product in their own setting .
This is something which Indian startups have an edge on companies based in other parts of the world, so please play to your strengths !
Help them to achieve early successes, so they become loyal customers ! Yes, they know what their problems are, but you are the expert on how they can use your product in order to solve those problems . If you help them to do this for them the first few times, they will become power users and faithful customer advocates and brand ambassadors !
This is why it makes so much more sense to spend time and energy on your new subscribers , to make sure they use your product actively , rather than on trying to please the dissatisfied ones, because it’s very hard to make them happier !