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.
Many subscription entrepreneurs lament their lack of fancy software and dashboards to allow them to better manage their business. But if you know your...
When I wrote The Membership Economy, I knew that nearly every organization could build trusted recurring revenue relationships with their customers just by focusing...
Anthony Napolitano, VP and General Manager of HP’s Instant Ink Subscription Service, joins Robbie to discuss his role as an intrapreneur, and what it’s...