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The Membership Economy:
Mastering the Forever TransactionApril 2, 2015
Housekeeping
• Q&A panel on your right
• Recording for colleagues who can’t make it
• All attendees will receive slides
• Twitter hashtag #customersuccess
Our Speakers
Lincoln MurphyCustomer Success Evangelist
@lincolnmurphy
Robbie Kellman Baxter@robbiebax
http://www.peninsulastrategies.com/
http://membershipeconomy.com
THE MEMBERSHIP ECONOMY
FOREVER TRANSACTIONS
AND
ROBBIE KELLMAN BAXTER
SUPERUSERINTRODUCING THE
TRANSACTIONS ARE FOREVER
MEMBERSHIPECONOMY
!
IN THE
SELF-ACTUALIZATION
ESTEEM
SOCIAL
SAFETY
PHYSIOLOGICAL
Maslow’s Hierarchy
BIG CHALLENGE FOR
CUSTOMERSUCCESS
!
Online SubscriptionCompanies
OnlineCommunities
Organization with loyalty programs
Mainstream Membership Businesses
Small Businesses and Consultancies
Nonprofits, Professional Societies & Trade Associations
What does it mean to have members--not customers?
How would a forever transaction change your customer’s life?
Who are your super-users and how would you build more
of them through your on-boarding process?
What is the ongoing forever benefit that you provide?
READALL ABOUT
IT!www.peninsulastrategies.com650-322-5655
5 QUESTIONS WITH ROBBIE
KELLMAN BAXTER
The Membership Economy
and Customer Success
1. Renewals
• You talk about the “Forever Transaction” but the
reality is there isn’t just one transaction
• Renewals, Upsells, Cross-Sells, even Downsells
• We’re “Always in Pre-Sales Mode”
• How do we handle this from a “membership”
perspective?
2. Success Potential
• You say “Why invest in acquiring a member who's
going to leave quickly and cost you money?”
• In Customer Success we talk about the “Success
Potential” of a customer.
• What are some ways to figure out who will be a
successful member and who won’t be?
3. Defining Success
• You say “when a member signs up for a Trial or for
a Membership, it is helpful to optimize the
member's initial interactions for success.”
• What is this “success” you speak of and how can
we go about defining it for our customers?
4. Active Churn
• You talk about Active vs. Passive Churn and
provide some examples of how to keep customers
from churning, such as ensuring credit cards don’t
expire to offering discounts.
• What are some other ways we can work to
mitigate both active and passive churn?
5. Indoctrination
• You talk about CrossFit, Churches, and other
membership organizations that have “cult-like”
followings… in a good way.
• What are some of the shared characteristics of
those organizations that we can leverage in a B2B
setting to drive such divine loyalty?
Q&A
Lincoln MurphyCustomer Success Evangelist
@lincolnmurphy
Robbie Kellman Baxter@robbiebax
http://www.peninsulastrategies.com/
http://membershipeconomy.com
Thank You!
April 2, 2015
