Episode 12 - Summary of Episodes Seven to Eleven

Episode 12 - The Retention Blueprint 

Welcome to episode twelve of the Retention Blueprint. This newsletter promises to transform your retention impact in just 5 minutes per week, providing digestible retention content that adds value every time. 

In case you missed one, this episode aims to provide a high-level guide to the previous five episodes. Read the description and then read the full episode on the retention coach website. 

Episode 7 - Becoming Embedded in Customers' Lives  

This episode explores how brands can become an integral part of customers' lives to boost long-term retention. To achieve this, brands must understand that value is realised on customers' terms in their context. By understanding how customers realise value, you can stimulate usage and drive deeper connections. This will incrementally extend customer lifetime value and grow revenues as your product or service becomes more embedded in more of your customers' lives. You do this by creating habits, providing value beyond the core product and aligning to customers' values. 

Episode 8 - The Science of CRM Marketing Creativity 

This episode explores why behaviours occur, leveraging the Fogg behavioural model, before examining behavioural economics techniques that can power marketing interactions. Examples focus on CRM Marketing and how these techniques can be used to drive significant ARPU growth, increase tenure, boost referrals, and reduce churn.

Episode 9 - The Cancellation Journey 

This episode focuses on mastering the subscriber cancellation journey. Finding the right balance in the cancellation process is crucial. Avoid making it too easy, which leads to unnecessarily high churn, or being too obstructive, which breeds frustration, reduces the propensity for future win-back, and can create negative word-of-mouth. The episode explores cancellation journeys at Netflix, Amazon, and LinkedIn.  

Episode 10 - How to Grow Average Revenue Per User (ARPU) 

​​Increasing ARPU is crucial as it boosts revenue, reduces churn, and offers a more efficient route to revenue than acquiring new customers. ARPU growth can be achieved by presenting pricing tiers effectively during sign-up, using data-driven cross-sell and upsell pathways, and leveraging lifecycle-driven strategies. Understanding and experimenting with these approaches, supported by data-driven insights, is key to optimising ARPU and fostering long-term customer loyalty.

Episode 11 - The Future Impact of Generative AI on Retention Marketing 

This episode focuses on the transformative impact of generative AI on retention marketing. Generative AI is revolutionising customer interactions by enabling the creation of personalised, emotionally engaging content at scale. The future promises more automated, centralised digital asset production with AI agents managing entire retention marketing journeys. These agents will craft bespoke interactions based on customer behaviours and preferences, enhancing engagement and retention.