The subscription e-commerce business model has exploded in popularity over the last decade, allowing companies to create a predictable and recurring revenue stream. However, subscription e-commerce businesses must provide a seamless and enjoyable customer experience to retain and grow their customer base. Of course, it’s always possible to utilize subscription and membership apps, Shopify merchant tools, etc., to create a good experience, but there’s more to creating an enjoyable one.
In this blog, we will discuss how to set up the ideal customer experience for subscription e-commerce, covering the key elements from the customer journey to customer service.
Customer Journey
The customer journey in subscription e-commerce is different from traditional e-commerce. Customers subscribe to receive products regularly, and the business must ensure that the process is smooth and hassle-free to prevent customers from canceling their subscriptions. The following are the key steps in the customer journey for subscription e-commerce:
1. Sign-Up Process
The sign-up process should be simple and easy to navigate, with clear instructions and minimal required information. It is important to explain the value proposition of the subscription, such as the products, the frequency of delivery, and any special perks.
2. Customization
Customers expect personalization in subscription e-commerce, and businesses can offer different options for customization, such as the products delivered or the frequency of delivery. This can be a powerful tool for increasing customer satisfaction and retention. Almost 80% of consumers buy from a brand with a tailored experience.
3. Billing and Payments
The billing and payment process must be transparent, with no hidden fees or charges. More than 49% of shoppers will abandon carts if there are additional charges. In addition, customers should be able to easily update their payment information and cancel their subscriptions if needed.
4. Delivery and Tracking
Delivery should be timely and reliable, with clear tracking information provided to customers. In addition, customers should be able to update their delivery address or frequency easily if needed.
5. Post-Delivery Service
Post-delivery service involves ensuring that customers are satisfied with the products they receive, and it can be an opportunity to gather feedback and insights. This can include surveys, personalized recommendations, and special promotions.
Customer Service
Excellent customer service is a critical element of the customer experience in subscription e-commerce, as customers expect a high level of support and assistance throughout their journey. In addition, around 96% of consumers say customer service is the deciding factor in their loyalty to a brand. The following are some best practices for providing top-notch customer service in subscription e-commerce:
1. Provide Multiple Channels of Support
Customers should be able to reach the business through multiple channels, such as email, phone, and chat. Therefore, responding to customer inquiries promptly and providing accurate and helpful information is essential.
2. Offer 24/7 Support
Subscription e-commerce businesses operate on a recurring basis, and customers may have questions or issues outside of regular business hours. 24/7 support, such as chat or email, can ensure customers feel supported and valued. In addition, you can use a recurring orders app on Shopify and other platforms that help communicate with clients.
3. Use Customer Data to Personalize the Service
Customer data, such as purchase history and preferences, can be used to personalize customer service interactions. For example, providing personalized product recommendations or addressing a customer by name can significantly impact their experience. This is because 88% of online shoppers are likelier to continue purchasing from a brand if it offers a personalized experience.
4. Empower Customer Service Agents
Customer service agents should be empowered to resolve customer issues on their own without the need for escalation. This can improve the speed and efficiency of customer service, leading to greater customer satisfaction.
5. Monitor and Respond to Customer Feedback
Monitoring and responding to customer feedback is essential in subscription e-commerce, as it can provide valuable insights and identify areas for improvement. Customer feedback can be collected through surveys, reviews, and social media, and businesses should respond promptly and professionally to all feedback.
Marketing and Communications
Marketing and communications are critical in subscription e-commerce, as they are the primary means of attracting new customers and retaining existing ones. The following are some best practices for marketing and communications in subscription e-commerce:
1. Communicate the Value Proposition
The value proposition of the subscription should be communicated through all marketing and communications, highlighting the benefits and perks of the subscription. This includes free shipping, exclusive product access, and personalized recommendations. In addition, the messaging should be clear and concise, explaining what sets the subscription apart from other offerings in the market.
2. Leverage Personalization
Personalization is a powerful tool in subscription e-commerce, and it can be used in marketing and communications to enhance the customer experience. For example, businesses can use customer data to create targeted email campaigns that recommend products based on previous purchases or browsing history. As a result, some companies have achieved an ROI greater than $70 for every $1 spent. Personalization can also be used in social media marketing, where businesses can target ads to specific demographics or interests.
3. Use Customer Reviews and Testimonials
Customer reviews and testimonials are essential in subscription e-commerce, as they provide social proof and build trust with potential customers. In addition, reviews and testimonials can be used in marketing and communications to highlight the benefits of the subscription and show how it has helped other customers. Businesses can also incentivize customers to leave reviews or provide testimonials, such as offering a discount on their next subscription.
4. Engage with Customers on Social Media
Social media is an essential marketing tool in subscription e-commerce, as it allows businesses to engage with customers on a personal level and build a community around the subscription. Businesses should use social media to share relevant content, such as product updates, blog posts, and customer stories. They can also use social media to respond to customer inquiries and feedback promptly and professionally.
Try Appstle!
Once you’ve figured out the ins and outs of creating a good customer experience, it’s time to use everything at your disposal. And that’s where Appstle, a platform providing membership and subscription apps for Shopify, can help!
The Appstle℠ Subscriptions and Loyalty app is the top subscription app on the Shopify platform and is trusted by numerous merchants for its many features. The Shopify Subscription app gives merchants the ability to personalize payment methods and subscription boxes, among other things. You can download the app from the Shopify store or check out Appstle’s website to discover their full range of solutions.
