Using automation to reduce churn in subscription services

By leveraging customer data, merchants can champion automation to personlize user experiences, no matter which products or services they offer. In doing so, they can build an emotional connection with people, serve up original, fresh content, and make the entire customer journey reliable and hassle-free.
Deidre Olsen
July 9, 2024

Ever had a song stuck in your head that you listened to on repeat for weeks on end? In December, that tune might sit at the top of your Spotify Wrapped—a compilation of insights and metrics drawn from a year’s worth of data about your musical preferences.

These individualized measurements summarize information about your favorite artists, genres, and songs. All of this is turned into visually appealing “cards” that are easily shareable on social media. With 615 million users spanning 180 countries, Spotify enables everyone to showcase their unique tastes.

Spotify takes people on a musical journey that demonstrates how their interests ebbed and flowed during the year. People eagerly anticipate finding out more about their listening habits, which are tied to specific identity traits.

The audio streaming service has even gone as far as to assign you a four-letter acronym, similar to the Myers-Briggs test, based on how you consume music. There's familiarity and exploration, timeliness and newness, loyalty and variety, and commonality and uniqueness.

So, maybe you’re dubbed The Deep Diver or The Early Adopter. Either way, these personas speak to you as a person, connecting your identity to music. In tandem with Spotify Wrapped, a playlist of all your favorite songs is generated. You can return to these playlists year after year, creating nostalgia for the theme songs of the past.

From a marketing perspective, Spotify Wrapped is an excellent example of how personalized user experiences have the power to generate significant customer engagement and loyalty. Additionally, it evidences how automation can reduce churn in subscription services.

The role of personalization in reducing churn 

You don’t have to be an audio streaming platform like Spotify to deliver on personalization. These days, this is something consumers expect from every merchant they interact with. In fact, loyalty to a specific product or service is more elusive than ever.

According to McKinsey, in the last 18 months, 75% of consumers have tried out a new shopping behavior, more than 80% of whom will continue towards that end. With such a diversity and range of products and services, people have endless options available to them.

That’s why merchants championing personalization effectively serve up the right offerings, at the right time, through the right channels. These leaders can yield 40% more revenue from personalized interactions than their counterparts.

As demonstrated by Spotify, the platform’s year-end summary personalizes the experience of listening to music. This creates an emotional connection between the user and the merchant, encouraging people to keep coming back. In the process, this stops people from jumping ship and heading over to Apple Music or YouTube Music.

While there are many incumbents to choose from, Spotify creates a user experience that is both personal and communal. Users can enjoy the excitement of a shared annual event while also showcasing their unique listening statistics.

Nowadays, people expect merchants to know them on a personal basis. They expect an investment in the relationship. Meanwhile, one-size-fits-all interactions will turn them off. At every touch point, customers seek personalized experiences that reflect their preferences, needs, and behaviors, creating a sense of being valued and understood.

Leveraging data to enhance user experience 

The beauty of Spotify Wrapped is that the wrap-up simply involves reflecting people’s user data back to them in an aesthetically pleasing way. This means drawing upon their own preferences, needs, and behaviors to personalize the user experience.

And this isn’t the only touchpoint that Spotify personalizes. Every Monday, the audio streaming platform releases Discover Weekly, a playlist tailored to users based on their music tastes. This isn’t created by Spotify’s editorial staff. Instead, user data is leveraged to build a roster of similar songs an individual may not have heard before.

This way, people can get hyped not only at the end of the year but also at the beginning of every week. Audio content is continuously recommended to users, enabling a constant stream of discovery. This keeps customers engaged, decreasing the likelihood that they'll go elsewhere to be inspired by new music.

On Fridays, people can hear the latest songs released by their favorite artists on Release Radar. This keeps them up to date on the newest releases, so they never miss the drop of a single or album. With this, customers can stay informed about what’s going on in the worlds of those they already love.

By leveraging the data of individual customers, Spotify effectively enhances the user experience. It ensures that listeners not only enjoy their favorite tracks but also discover new music that aligns with their tastes, fostering a deeper connection and loyalty to the platform.

Building loyalty with customized content

Spotify users have a wealth of customized content available at their fingertips. And while it is tailored to individuals, it is made possible through automation. Put simply, the more data available, the more algorithms learn.

Preferences aren’t always fixed; they can change over time. That’s why it is important for merchants to continuously learn about their customers and adapt their recommendations to shifting interests. This keeps the catalog of products and services innovative and unique.

When people encounter the same old content, it leaves a bad impression, showing that a merchant is taking a generic approach to connecting with them. By contrast, automation enables dynamic personalization.

For example, if you recently discovered a new artist and have been listening to them nonstop, an automated algorithm that understands your evolving interests will notify you when that artist has a concert in your area.

In turn, this ensures that you aren’t subjected to content fatigue, which is burnout resulting from over-exposure to repetitive or irrelevant material. Instead, with exciting, new content, you are more likely to feel engaged and inspired.

When people can rely on a merchant to bring them customized content, it fosters a sense of loyalty. They know they can always count on personalization, an enhanced user experience, and fresh, engaging content. Such a positive relationship between customers and merchants not only boosts satisfaction but also drives long-term loyalty and retention.

Firmhouse champions automation to reduce churn

Firmhouse is shifting commerce for good. By automating different aspects of recurring orders and payments, we enable merchants to deliver personalized subscription models. In turn, they can provide customers with a seamless user experience, reducing churn in the process.

We offer automatic shipment schedules, ensuring that people regularly receive their products without manual intervention. Customers can choose to have their subscription fulfilled daily, weekly, monthly, or yearly. Following this, orders are automatically generated on the scheduled shipment date.

Not only this but Firmhouse can accommodate individual user preferences. While some people might prefer weekly deliveries, others might opt for monthly shipments. Additionally, smart upcoming shipment notifications help people stay informed about their next order, enabling them to prepare for it or make adjustments as needed.

On top of shipping schedules, Firmhouse automates invoices and payments. Based on a specific subscription model, recurring invoices and charges are automatically generated. Should people not fulfill their payment obligations, our recurring commerce platform takes care of payment retries and dunning reminders. This ensures that failed payments are addressed promptly, reducing the likelihood of missed payments and ensuring a smooth transaction experience.

Overall, Firmhouse reduces manual work, decreases delays, and enhances the overall user experience. Features like automatic shipment generation, two-step return logistics, and track and trace notifications keep customers engaged and satisfied.

A reliable, hassle-free, and personalized user experience is the key to reducing churn. Book a demo today and get started with automated features.

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