Subscription-based models are becoming increasingly common. In fact, subscription businesses grew nearly six times faster than firms in the S&P 500 Index over the 2012-2020 period. Part of the appeal is the lack of effort on the customer’s part: All they need to do is pay a certain amount each month in exchange for a consistent service—and the payment is automated.
To enhance the customer experience and increase LTV, look for small, low-cost wins that don’t cut too far into your bottom line. For example, meal kit retailer Gousto occasionally includes treats—chocolate, a dessert, a side—in their boxes for free to surprise their customers. These are rare enough to improve the customer service without over-inflating the customer’s expectations, but frequent enough to enhance loyalty. Consider implementing a data platform that flags when customers have earned an unexpected gift, so you can make sure you’re rewarding the right people at the right times to maximize LTV.
Alter your agents’ mindset
In the modern CX landscape, it’s vital to empower your customer service agents. No customer wants to hear that an agent can’t meet a small request because they’d need approval from their manager. With this in mind, breed autonomy and independent thinking—and don’t tie your agents too closely to scripts. As part of this mindset change, you need to give your agents clear guidance on the lengths they’re allowed (and even encouraged) to go to in support of your customers.
Training shouldn’t stop there, either. It’s crucial to involve agents in the process before and during any new service rollouts, so they’re prepared, empowered, and informed when customers have questions. The more involved they are in the development process, the better they can serve your customers.
It’s equally important to sync your agents with marketing—making sure they’re fully aligned on any new campaigns or promotions, so they’re not caught off guard and they can iron out potential queries and concerns in advance.