Learn why onboarding matters so much in long-term customer relationships, and how to optimize the experience for loyalty. See how organizations can reverse engineer the onboarding process to identify, activate, and leverage superusers to strengthen community.
- My sister's a crossfitter,…in addition to spending her assigned three hours a week…doing her workout of the day, or WOD as they call it,…with her workout group,…she also makes time to write a blog on crossfit.…She checks in on new members,…she hosts crossfit driveway in front of her house…for all the gym members when the gym is closed.…She's not just a crossfitter,…she's a crossfit recruiter, a crossfit advisor,…and a crossfit ambassador.…She's what is called a superuser.…We all want customers who are loyal,…that's a given,…but there is something better than loyalty.…
In today's hyper-connected economy,…customers are moving beyond simple loyalty.…They can actually help you attract and retain…new customers and even to create the content…and experiences that further engage all of your customers.…In the membership economy, we call these people superusers.…If you can identify, engage,…and leverage those superusers,…you have a secret advantage,…they will actually invest their own time and resources…to help your organization become more successful.…
In this course, Robbie Kellman Baxter—author of The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue—goes into the types of skills required in a membership economy company, why onboarding matters so much in long-term customer relationships, and how to optimize the experience for loyalty. She also outlines pricing for value in the membership economy, when free makes sense, how technology can extend the infrastructure of trust, and best practices for customer success and retention.
- Building the forever transaction, the right organization, and an effective acquisition funnel
- Onboarding members for success
- Starting simple with pricing
- Leaving room in pricing for flexibility
- Using the right technology
- Tracking the right data
- Knowing when to retain members
- Transitioning from idea to going concern
- Recovering from a pricing mistake
- Understanding the difference between loyalty and inertia