When I first started talking about the Membership Economy, there just weren’t that many academics or researchers interested in studying the power of customer retention. That’s why I’m really happy to see some of the best minds in finance, strategy and marketing today are thinking about how to build, and measure durable relationships between organizations and the people they serve. Today’s guest, Eva Ascarza, is the Jakurski Family Associate Professor of Business Administration at the Harvard Business School. Her primary research subject is customer management (with special attention to the problem of customer retention). That’s good news for all of us building subscription businesses. In today’s discussion, we talk about the right metrics to measure and improve customer retention, how to use pattern recognition to predict which customers will be most valuable, and why cohort-based analysis is so important.
In the Membership Economy, customer-centricity is critical in building lasting relationships and optimizing lifetime value. As a result, the Chief Customer Officer, or CCO,...
Now that you have launched your subscription model, it’s time to operationalize your business. For this, you will need a real team, systems to...
Dan McCarthy, Assistant Professor of Marketing at Emory University’s Goizueta School of Business, joins Robbie to share his expertise on the intersection of marketing...