How to Be a Forever Brand with Robbie Kellman Baxter
b'\\u201cAny subscription brand needs to know\\u2014what problem am I solving for my customers? What\\u2019s our forever promise?\\u201d With a career building subscriptions for brands like Netflix and Electronic Arts, Robbie Kellman Baxter knows what it takes to build lasting customer relationships. That\\u2019s been the focus of her books including her latest,\\xa0The Forever Transaction.\\xa0We discussed all of this and more on this week\\u2019s episode of the On Brand podcast.\\nAbout Robbie Kellman Baxter\\nRobbie Kellman Baxter\\xa0is a bestselling author, speaker, and consultant with more than 20 years of experience providing strategic business advice to major organizations including Netflix, the\\xa0Wall Street Journal, and Electronic Arts. In the past ten years, her company Peninsula Strategies has advised over 100 organizations on subscription and growth strategy. Her first book,\\xa0The Membership Economy\\xa0was an international best seller. Her new book,\\xa0The Forever Transaction, was released in April 2020. It has been described as a true game-changer taking readers through every step of the subscription business process\\u2014from initial start-up or testing of a new model to scaling the operation for long-term growth and sustainability to revamping your culture so everyone works together to optimize customer lifetime value.\\nEpisode Highlights\\nWhat defines a subscription brand?\\xa0\\u201cIt\\u2019s all based on a trusted relationship that justifies a habit.\\u201d\\n\\u201cConsumers know the difference between a good and a bad subscription.\\u201d\\xa0I had to know more. Robbie pointed to Netflix as an example of a good subscription due to their \\u201csubscription hygiene.\\u201d\\nWhat does it take to build ongoing relationships with customers?\\xa0\\u201cYou have to make sure you continue to solve their problems on an ongoing basis,\\u201d says Robbie. You also have to continue to onboard new subscribers for customer success.\\nWhat should you do in the next five minutes?\\xa0As Tom Peters says, excellence is the best short-term strategy. I asked Robbie what\\xa0you\\xa0can you do in the next five minutes to help build a forever brand with your customers. Robbie says: \\u201cDefine your forever promise and your best customer.\\u201d That would be five minutes well spent!\\nWhat brand has made Robbie smile recently?\\xa0Robbie once again turned to Netflix based on their recent announcement that they canceled accounts that had been dormant for a year or more. \\u201cThey don\\u2019t want revenue zombies.\\u201d This too reinforces the idea of building trusted relationships over time.\\nTo learn more,\\xa0go to\\xa0Robbie\\u2019s website\\xa0and find special resources at\\xa0robbiekellmanbaxter.com/audience.\\nAs We Wrap \\u2026\\nDid you hear something you liked on this episode or another?\\xa0Do you have a question you\\u2019d like our guests to answer? Let me know on Twitter using the hashtag #OnBrandPodcast and you may just hear your thoughts here on the show.\\nOn Brand is sponsored by my book\\xa0Brand Now.\\xa0Discover the seven dynamics to help your brand stand out in our crowded, distracted world.\\xa0Order now and get special digital extras.\\xa0Learn more.\\n\\n\\nSubscribe to the podcast\\xa0\\u2013 You can subscribe to the show via\\xa0Apple Podcasts,\\xa0Spotify,\\xa0Google Play,\\xa0Stitcher,\\xa0TuneIn, and\\xa0RSS.\\n\\n\\nRate and review the show\\xa0\\u2013 If you like what you\\u2019re hearing, head over to\\xa0Apple Podcasts\\xa0and click that 5-star button to rate the show. And, if you have a few extra seconds, write a couple of sentences and submit a review. This helps others find the podcast.\\n\\n\\nOK. How do you rate and review a podcast?\\xa0Need a quick tutorial on leaving a rating/review in iTunes?\\xa0Check this out.\\n\\nUntil next week, I\\u2019ll see you on the Internet!\\nLearn more about your ad choices. Visit megaphone.fm/adchoices'