The Forever Transaction : : How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

Baxter, Robbie Kellman

McGraw-Hill Education（2023/04発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 256 p.
• 言語 ENG
• 商品コード 9781265594763

Full Description

Develop and cultivate the kind of robust, long-term customer relationships that power companies like Nike, Spotify, LinkedIn, and Target

More and more companies are concluding that the potential rewards of subscription-based products and services are worth the risk of radically changing their business models. They're correct. The Membership Economy is here and it's here to stay—and if you want to compete for the long run, you need to join it. 

Strategy consultant Robbie Kellman Baxter has been helping companies excel in this business environment for more than a decade. Now, in The Forever Transaction, she reveals all her secrets. Whatever industry you're in, Baxter provides the inspiration, tools, and insight you need to build and execute a business model that will leave your competition in the dust.

You'll find out how industry leaders like Under Armour, Microsoft, and Netflix have created an ever-expanding customer base of loyal subscribers--and are keeping them coming back. You'll learn how to lead your organization through every step of the process--from initial start-up to new product testing, scaling for long-term growth and sustainability to revamping your culture so everyone works together to optimize customer lifetime value. You'll also master all the essentials of succeeding in the Membership Economy, like subscription pricing, Software-as-a-Service, digital community engagement, and freemium incentives as a way to turn casual browsers into cash-paying super-users.

With The Forever Transaction, you have everything you need to build durable, long-term relationships with every customer, and leverage them for ultimate business success--today, tomorrow, and forever.

 

Contents

Introduction:

The Why of Forever                                            

PART ONE  Launch
1  Welcome to the World of Forever                            

2  Are You Ready for Forever?                                    

3  Forever Begins with a Plan                                   

4  Define Your Forever Promise                                

5  Choose the Right Who for the How                        

6  Develop Your First Experiments                             

7  Test, Learn, Adjust                                              

PART TWO  Scale
8  Manage Emotions, Transform Culture,
and Build a Shared Vision                                     

9  Do Acquisitions Make Sense for Your Company?       

10  Six Common Setbacks and How to Avoid Them        

11  Choose the Technology to Scale                          

12  Create and Fine-Tune Your Pricing Strategy           

13  Essential Metrics for Long-Term Relationships        

PART THREE Lead

14  Forever Is a Long Time: Don't Take Shortcuts          
15  Continue to Iterate                                           

16  Stay Forever Young: Avoid Aging with
Your Members                                                 

17  Protect Your Members from
Subscription Fatigue                                         

18  Going Global with the Forever Transaction             

19  Emerging Trends—Forever Is Here Now                

Conclusion: How to Build and Maintain
a Forever Transaction                                                                  

Glossary
                             
Notes 
                                                           
Acknowledgments                                           

Index