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Retention Point: The Single Biggest Secret to Membership and Subscription Growth for Associations, SAAS, Publishers, Digital Access, Subscription ... Membership and Subscription-Based Businesses, by Robert Skrob
Download PDF Retention Point: The Single Biggest Secret to Membership and Subscription Growth for Associations, SAAS, Publishers, Digital Access, Subscription ... Membership and Subscription-Based Businesses, by Robert Skrob
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Über den Autor und weitere Mitwirkende
For more than two decades, Robert Skrob has helped hundreds of membership programs launch and then grow from start-ups to become some of the largest membership and subscription companies in the world. After beginning his career as the leading membership growth expert for nonprofits and political organizations, in 2004 Robert pioneered monthly continuity subscriptions with for-profit membership and subscription programs. Robert’s profound understanding of what members ardently want from their membership relationships enables him to help you build connections with members that last for years. In a world where excessive churn rates are all too common and even accepted, Robert is able to transform subscription programs from what he calls “a series of one-night stands†into long-term relationships.
Produktinformation
Taschenbuch: 152 Seiten
Verlag: Membership Services, Inc.; Auflage: 1 (4. Mai 2018)
Sprache: Englisch
ISBN-10: 0692094555
ISBN-13: 978-0692094556
Größe und/oder Gewicht:
14 x 0,9 x 21,6 cm
Durchschnittliche Kundenbewertung:
Schreiben Sie die erste Bewertung
Amazon Bestseller-Rang:
Nr. 65.562 in Fremdsprachige Bücher (Siehe Top 100 in Fremdsprachige Bücher)
The author lets you know right away that he wrote this entire book while on a 27 hour flight and it is painfully obvious. More than half of this book is spent letting the reader know the author has worked with interesting clients and is writing this book on a flight. The other half is presenting problems and examples of problems (with no solutions) that companies and associations use when on boarding new members. There are a handful of tips in this book, presented in a vague fashion with no real answers or applicable actions on the reader’s part. In fact, about half way through I looked at my spouse and said, “I think this author is doing to me, what he does for these companies and I bet the last page is information on how to pay more money to get the information you thought you were getting by buying this book.†Sure enough, there it was on the last page, your opportunity as a reader to get help from the author. I’m sorry I even bought the book in the first place.
This book is so repetitive that the 145 pages would easily have fit in a 45 page booklet. I was hoping to get some new and updated ideas for membership growth and retention in 2018, but I did not get any. I learned more from (the outdated) "Subscribe Now" than I did from this book. He wrote it in 27 hours and says that "within an hour of reading" I would know exactly how to grow and retain members - nop. I read it on my 2 hour flight and wish now that I would have used those two hours for something more productive.
The title of this book refers to Netflix binge-watching TV shows where, if a viewer got to episode X, they were likely in for the whole ride. Episode X is the "retention point."This is precisely what managers of membership programs must do. This book is a high level view of the main ingredients that keep members re-subscribing and feeling like part of the community.Big take-aways:-Information is like water. Too much is just as bad as too little, and most membership managers try to deluge their customers with more content in order to patch up declining subs.-Nobody “wants†a membership, much like nobody who bought a drill wanted a drill, they wanted a hole. And all too often a membership becomes just an information strip tease where something that could have been delivered right away gets thinned out over weeks months and years.-Membership is a luxury purchase and buyers need to feel like they’re having a luxury experience. Which means belonging to the club must confer status. This in turn demands that you confer recognition on members for achieving goals and hitting milestones.-The focus always has to be on the dream outcome, not the effort. People need to be reminded *much more often than we might think* what it is we’re trying to accomplish here and how good it will feel when we get there.-You must take deliberate action to get the customer to eliminate all other options, distractions, sources of noise.The book is VERY readable. Not only is it short, but the concepts are expressed in very simple stories (sometimes even parables) that underscore key points. You can read it in an hour but I took quite a bit longer to digest it. And underlined lots of elements.The most relevant section for me was chapter 15. In it he has an example of how Dave Ramsey focus his members on outcomes rather than processes. It took a fair amount of effort for me to translate this into a version of my own for my members, but it was WELL WORTH the effort. (I had a very hard time seeing the forest for the trees.)Using the concepts in this book we’ve extended our average retention by at least 30% and increased our lifetime customer value. Rob is an extremely knowledgeable retention specialist who has worked with a wide array of membership models.This book is not a granular dissection of blow-by-blow retention tactics. Yes, you can borrow lots of ideas from his example campaigns and you can infer many specific action points from guiding principles, but this is still a short overview. That said if it locks the concept of a moment-in-time “retention point†in your head it’ll be well worth the read.
I've been an avid subscriber to Robert's monthly "Retention report" for several years and was very excited to get this book. It's packed with great advice I've already put into action in my own business, and I'm an Amazon best selling author on marketing!Retention Point is an awesome book, if you rely on memberships or subscriptions. Don't get me wrong, the information in Robert's book will work for anybody, but it's KILLER for membership-based businesses. His Member On Ramp is a brilliant concept. Just buy it.
This book's central thesis is that you can retain your customers via a membership on ramp (onboarding flow). The book was fairly convincing and the author presented case studies from his professional practice as well as a whole lot common sense / intuition. In addition to the onboarding flow, he also gives us a framework for customer retention that we are expected to take at face value. Some of factors were obvious: "it's always about them", some made sense given the thesis: "relationship exists after the retention point", however others were kinda left for us to merely accept "Your value is the feelings you deliver" (as opposed to ROI).The ideas were good, but the book itself was a struggle to get through.Lots of fluffy writing. This is ironic given that one of his principles is that value isn't measured by the volume of content.The framework has an implicit business model in mind: A single recurring product/service offering. He does not address multi-feature products/services who would have complex onboarding needs.The framework relies to heavily on selling a dream - don't get me wrong the dream is important. But in a B2B world, this dream tends to be measured with ROI.Overall, very little practical advice, but the strategic message will resonate and inspire you. This book covers the What, and explores the Why. But in order to be a great book, the author would have needed dive into the How.To conclude, I will continue to recommend Ideas from this book, but I won't recommend this book.As a fun aside, the author did apply his 9 Membership Onboarding factors to his own book. Framing the book with his business success (dream) and ending with an upsell (he does link to his website for consulting services).
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