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According to a recent Brightbank survey, “98% of consumers subscribe to a streaming service.” With so many people taking advantage of subscriptions, more and more brands are emerging with their version of this service, vying for the attention of millions of customers by providing an exceptional customer subscription experience. Video streaming services are the most popular, followed by mobile apps, news and box subscriptions.
If you’re looking for a way to stand out, start with personalization. Your subscribers may pay for and receive the same service/products, but they will use them differently. Catering to that is critical.
Provide a personalized customer subscription experience by implementing these five tips.
READ — 5 Tips for Overcoming Customer Service Obstacles as a Small Business
Grow What You Know About Your Customers
Personalization isn’t possible without a deep understanding of your customers. You need to know who they are, how they feel, how they behave, what they’re struggling with and what prompts them to make their decisions to adequately personalize their customer subscription experience.
The first step is identifying your data sources and ensuring the information you gather is filtered to a central platform. That way, you can access and study all your customer data in an organized manner.
You can use a single customer view (SCV) to help you with this. An SCV is a way to collect and combine all your current and potential customer data into one source.
You’ll get a holistic view of your customer’s journey with your business, giving insight into why someone signed up for your service. With this information, you can make suggestions and offer add-ons that they’ll resonate with and that will enable them to continue having the best experience with your service.
READ: Determining Your Business’s Target Market – Why It’s Necessary and How To Do It
Reward Engagement
Throughout the onboarding process, and any step in the customer experience, reward your customers whenever they engage with your brand. This engagement helps you learn more about them and how to better their customer subscription experience.
People are more inclined to engage with your business and give you information about them when they know they get something of value in return. So, every time a customer fills out a form, answers a survey, fills out their profile or engages with you on social media, reward them for it.
These rewards could be as small as shouting out a customer on your social media page or as big as a free month of your subscription service. Give your customer’s the rewards they’ll truly love but that are also financially feasible for your business.
The more engaged your customers are, the more you learn about them, making the personalization process much more manageable.
Focus on Accessibility
Accessibility must be a priority if the goal is to personalize every customer subscription experience. Everyone’s abilities, backgrounds and experiences are different. Ensuring your customers have access to functions and features that accommodate their needs only fuels personalization.
Not only should your service be accessible, but the communications and platforms you use to promote your subscription service should be too.
READ — 12 Ways to Repurpose Social Media Content for Email Marketing
Incorporating accessibility settings on your subscription platform is an excellent first step. Your customers can adjust these settings to accommodate the disabilities they’re living with, like turning on captions for a person living with a hearing disability.
In addition, those not living with a disability can still use these settings to better their subscription experience based on their preferences. For example, an individual who prefers voice search instead of typing in their query can enable this setting to make their experience more enjoyable.
Listen and Act on Customer Feedback
Welcome customer feedback every chance you get. Hearing straight from your customer’s mouths what’s working and what isn’t is one of the best ways to fast-track personalization.
Efficient marketing is a great way to drive meaningful feedback from customers. You can even incorporate surveys into the marketing platforms. Not only is this a great way to reach out to new customers, but it’s a great way to show that you care about your customers.
You can also spark meaningful one-on-one conversations via email. Connect with customers at in-person and virtual events. And leverage social listening tools to see what people are saying about your customer subscription experience on social media.
Conclusion
As more and more subscription services roll out, you must do everything you can to capture and keep your customers’ attention. Leaning into personalization can help you do just that. Start with the tips above to deliver an exceptional customer subscription experience tailored to each individual.
Indiana Lee is a writer, reader, and jigsaw puzzle enthusiast from the Pacific Northwest. An expert on business operations, leadership, marketing, and lifestyle, you can connect with her on LinkedIn.