Some of the top things you’ll want to think about with retention is making sure you get your customer a result. So whatever the promises that you promised on the sales page, when you’re getting them very excited about joining, make sure you deliver that.
And secondary to that is make sure they have a way of knowing that you have delivered that. So some kind of reporting or accountability or follow up would be good. If your customer’s telling you what a great result they’re getting, they’re more likely to stay. Other things you can do is match the messaging for the pre-sales and the sales to exactly what’s delivered, so keeping that promise aligned. You can make the onboarding and usability smooth, so they have a good experience on the way through, and they’re feeling good about it.
And especially make sure you have easy-to-get-to support. Not everyone can manage a login properly, or knows how something should work. See if you can help them out. Make it easy for them to contact your team. Make sure your onboarding is thinking about what their likely experience is and aiding them through the process. I do things like send out a weekly news so that we can re-engage and keep in touch with members and show them what’s happening, what’s new, what’s helpful, so I can continue to solve their problem.
When it is possible, local meetups can be very good for members, if they can meet face-to-face, they’re much, much more likely to stay. If they come to a SuperFastBusiness Live, they’re much, much more likely to stay. They make friends, they have great contacts, you get that community effect. If you can provide a community and you have topics or things of interest to people, then they’ll stay.
It’s also important to look for things that cause people to leave. Like, understand why people leave. The most common reason you’re likely to get is they’re not using it. Another one is they no longer have a need. So maybe they bought with good intentions, but they just find too much friction to using it or life got in the way. Maybe they bought it for a specific reason, but it’s no longer valid. For example, I’ve often had people say that they’re leaving because they’ve now changed situation, they’ve now got a job or they’ve sold their business or whatever and the thing that they needed help with is no longer a thing. So it’s no longer needed.
And the other thing is if you’re very kind and polite about when people leave, you might actually get a lot of people come back. I’ve had a lot of people leave and then come back down the track over the years because I’ve run my membership for so long, and it constantly amazes me, but make it friendly and inviting for people to be able to come back. Sometimes people have a hardship or they’re embarrassed or they might feel shame in having to leave, especially if they are a valued contributor. And they might feel there’s such a bond that you would judge them for leaving. Make sure you let them know that these things happen and you understand and build a bridge for them to come back.
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