Retention Point: The Single Biggest Secret to Membership and Subscription Growth for Associations, SAAS, Publishers, Digital Access, Subscription Boxes and all Membership and Subscription Businesses by Skrob Robert

Author:Skrob, Robert [Skrob, Robert]
Language: eng
Format: epub, azw3
Publisher: Membership Services, Inc.
Published: 2018-05-09T00:00:00+00:00

Member On Ramp Mistake #1 - The Apology

First, the worst: A client asked me to review his Member On Ramp. I’ve included below a lightly edited version of the welcome screen all new users saw. I’ve made minor changes to protect his identity because this is as ugly as it gets.

Allow this example of a SAAS Member On Ramp to be a warning to you and your team. Why would you broadcast to every new member that there have been service problems and you appreciate their patience? You should never air your dirty laundry in front of your newest member. This is worse than a restaurant posting on its marquee “HELP WANTED” or “UNDER NEW MANAGEMENT.” As a potential customer, you know that place sucks if that’s the smartest thing the owners can think of to write on their sign.

Your brand new member is hopeful that your product is the solution to her problems. Why would you welcome your new member with the “apology” you wrote to explain your service gaps to existing members? Your newest member doesn’t know about yesterday’s problems. There’s no reason to create new doubts in her mind.

What if you walked up to the door of a restaurant you were trying for the first time and noticed a note taped to the door that’s an apology to all the existing customers for serving them food that made them sick? Would you walk through that door, or would you leave?

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