Anne
Janzer's Subscription Marketing: Strategies for Nurturing Customers in a World of Churn is one of the best and most popular guides on this increasingly vital subject. Now Anne has applied her marketing insights and clear writing
style to a review of my book, FairPay: Adaptively Win-Win Customer Relationships.
Anne observes
that my work on FairPay (and its broader perspective on pricing and relationship strategies) is very
aligned with her ideas on value nurturing as a core strategy
for "sustaining the customer relationships that build long-term
success" in the Subscription Economy. That alignment gives her a deep appreciation of
how FairPay adds a new dimension that managers should be thinking about.
Her review, "Disrupting Subscription Pricing: FairPay," provides a concise overview of
FairPay and its motivation. Here is a sampling of her comments on why FairPay
matters:
...it’s a natural fit for the evolving Subscription Economy...
The model brings the business much closer to its customers... Instead of running “voice of the customer” surveys, you can see how people vote with their actual dollars.
The pricing model itself is based on both trust and value...
In many ways, the FairPay pricing model is the perfect complement to the practice of value nurturing outlined in Subscription Marketing.She concludes with a nod toward the unconventional nature of FairPay:
As soon as you start picturing this in your head, questions will pop up... But before you start thinking of the objections, ask yourself this:
How would FairPay change the way you do business?
How would your business operate today if your revenues were directly tied to the customer’s perception of value? What would you do differently in marketing, product development, or support? How would it change the way you think of customers, and of pricing?I hope you will read her review, and then take a closer look at how FairPay works and why you should be thinking about its implications -- how you can make value nurturing include value discrimination. Even if you are not yet ready to go far with it, thinking about FairPay will change how you view your business. Details are in my book, and my blog (see the Overview, and More Details).
I also highly recommend that you read Anne's book, which provides a practical understanding of the essentials of subscription businesses -- why value nurturing matters and how to make it central to your business.
