The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

Muy bueno para iniciar un modelo de negocios basado en subscripciones

In the current situation, many companies and organizations are looking for ideas to create long-lasting experiences that enable a continuing relationship with their customers.This book will give you a step by step guide to reframing your business model and engage in creating a "membership" journey. It is relevant for any business size, industry, or organization as it provides "how-to" frameworks and multiple case studies from different sectors and business sizes.I found it extremely handy as it starts by offering the possibility to make a self-assessment on leadership, target customers, technology, and company culture, which give you a path of where to start.Then you can use each chapter to find inspiration and tools to fill the gaps and define priorities on your customer journey and relationship, converging on a leadership team passionate about membership model and customers' delight. It highlights how to leverage technology to create a sustainable model and ground on the company culture to redefine the path of this transformation.I highly recommend this book to begin a journey to transform your business model towards a subscription/ membership model.

English Version see below.Ihr Unternehmen will „wie Netflix sein“? Wissen Sie dann auch, was auf das Management, das Einführungsteam, das Marketing, die IT und nicht zuletzt auf Ihre Kunden zukommt? Wenn sie Robbie‘s Buch gelesen haben, ja.Hier geht es nicht um das grundsätzliche Verständnis von Subscriptions. Es handelt sich um einen Leitfaden für die gezielte Einführung des Subscription Geschäftsmodells.Und es ist kein Strategiebuch auf Metaebene wie so viele, sondern ein echtes Unsetzungsbuch. Robbie‘s wirklich lange Erfahrung kommt zum tragen. Sie hat es für alle Unternehmen geschrieben, bei denen sie kein persönliches Beratungsmandat annehmen kann. Wie eine virtuelle Beraterin geht sie ans Werk und bereits ab Seite 9 brennt ein Feuerwerk an Fragestellungen ab. Im Rahmen einer Selbsteinschätzung bewerten Sie selbst ihr Vorhaben. Dabei werden die Themenkomplexe Mindset des Managements, Auswahl des Unsetzungsteams, das bisherige Geschäftsmodell, Zielkunden, technologische Umsetzung als auch die Kundenorientierung ihres Unternehmens unter die Lupe genommen.Robbie bringt Sie mit vielen Fragen gezielt zum nachdenken, gibt aber auch entsprechende Anregungen für eine Lösung dieser Fragestellungen. Garniert wird es mit allerhand Praxisbeispiele. Es endet im dritten Kapitel mit den Aufgaben, welche nach der Einführung anstehen. Wie halten Sie die lebenslange Partnerschaft mit Ihrem Kunden aufrecht?Das Buch ist empfehlenswert für Board-Member, die ihr Unternehmen mal eben auf Subscription transformieren wollen und die Augen geöffnet bekommen.Ebenso geeignet ist es für Mitglieder aus dem Umsetzungsteam, da es eine echte Hilfestellung beim Doing ist.Does your company want to "be like Netflix"? Do you then also know what to expect from management, the implementation team, marketing, IT and, last but not least, your customers? If you've read Robbie's book, yes. This is not about the basic understanding of subscriptions. It is a guide for the targeted implementation of the subscription business model. And it is not a meta-level strategy book like so many, but a real implementation book. Robbie's really long experience comes into play. She wrote it for all companies where she cannot accept a personal consulting mandate. Like a virtual advisor, she goes to work and a firework of questions burns off from page 9. As part of a self-assessment, you evaluate your project yourself. The subject complexes of the management's mindset, team lead assessment, customer relationship assessment , target customers, technology and your corporate culture. Robbie brings food for thought, but also gives appropriate suggestions for a solution. It is garnished with all kinds of practical examples. It ends in the third chapter with the tasks that are due after go-live. How do you maintain the forever relationship with your customer? The book is recommended for board members who want to transform their company to subscription. It is also suitable for members of the implementation team, as it is a real help in doing

In The Membership Economy, RKB explained why organisations were turning toward subscription models to generate recurring revenue and detailed how that turn could be wildly profitable. She was at pains to stress however that pivoting to a subscription model alone wouldn’t bring the cash rolling in—to really make them work, to participate in that membership economy, brands needed a forever promise, which she defines as the commitment to “deliver a result, solve a pain point or achieve an outcome for your members forever, in exchange for their loyalty” (Baxter, X).RKB’s latest book, The Forever Transaction explains how to deliver on this promise. It’s a blueprint for the successful delivery of your business’s forever promise and is chalk-full of examples from her work with clients.The book is split into three parts: launch, scale and lead. Launch addresses the foundations required to build your forever transaction: how close is the organisation to being in the membership economy? What kind of support from C-level exists? Who are the right people to lead the different phases of transition launch? How far is the culture generally from being truly customer centric?In the second part, scale, RKB explores what firm's do once they have a clear plan, robust results from tests, the right people in place and a growing culture of change: it’s time to consider more seriously different routes to market and preparing for common pitfalls. Throughout she makes use of several clever (and funny!) analogies along the way, from wading through a mosquito-infested swamp (preparation for pitfalls) to tasting filet mignon (free trials)-These help to bring some of the more complex concepts she discusses to life and nowhere are the concepts more easily misunderstood than in the chapters on pricing and metrics. It’s so refreshing to see how much time she spends on discussing the importance of data-driven decision making and how it can be used to “keep the customer front and center.” She also spends a great number of pages discussing churn, cohort analysis, CLTV and the LTV/CAC ratio; the book is worth buying for these two chapters alone, especially the tables detailing the construction of these metrics and their uses.The final section of the book is called “Lead” and is focused on staying on top once you’ve arrived at the peak. If the plethora of detailed information and the high usability of the book weren’t enough to sell me on it (they are), the final aspect that seals the deal would be RKB’s tone. It is one of quiet optimism: in which, several times over, she continually reminds us that nothing is impossible as long as the firm is guided by data, pragmatic decision-makers and a laser focus on building consumer trust by delivering on that forever promise. I don't regret buying it.

"The Forever Transaction is a wonderful book and could be considered as THE reference book today on how to create and maintain high value Subscription Models"I use this book on a regular basis- both practical and full of new ideas to help build better relationships with customers.