Focus your data around the subscriber. Think number of subscribers or subscriber ID’s as opposed to units sold. Focusing on subscriber ID’s allows you to forecast the value of each of each subscriber over a given period of time or throughout the subscriber’s lifetime. It also allows you to know when an upset opportunity arrises and when to downsell at times when you may lose the subscriber.

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Building relationships is at the core of subscription models. Service providers offer subscribers personalization and a subscription experience. In a typical customer experience, the “relationship” with the brand or product ends with the purchase. You usually only get back in touch with the seller in the case of a complaint or some sort of dissatisfaction. The subscription experience differs because it builds a relationship with it’s subscribers over time and it revolves around flexibility and making the product “theirs”. It is similar to the way Spotify learns from your preferences and gets better and more accurate over time.

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