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

1 Welcome to the World of Forever

Subscriptions and memberships seem to be everywhere. It’s easy to see why. They drive “forever transactions,” those incredibly valuable customer relationships in which people sign up once but pay again and again, often without considering alternatives. Subscription pricing structures can increase customer lifetime value (CLV), drive predictable recurring revenue, and generate monster valuations. They can also provide behavioral data that keeps you close to the customer and can be a defense against disruption. And a membership mindset focuses your organization on the long-term needs of your customers and creates all kinds of ways to layer in value. But the journey to forever isn’t simple, and there’s no single ...