Most of the people I ask tell me they have a great relationship with their customers. Their customers get great results and love their products. No one wants to believe the opposite is true.
Your member churn rate is a direct measurement of the relationship you have with your new members. If you have a high churn rate, you are fostering a weak relationship with your new members.
Most membership marketers treat their fulfillment like a series of product purchases. It’s a simple exchange of product for money. When they think about improving member churn rate, they try to provide more product for the money. The amount of product and value you provide is like water; too much is just as bad as too little. You don’t want a flood, and you don’t want a drought. You want to Stop Your Members from Quitting.
There is a choice. Stopping Your Members from Quitting, decreasing member churn and increasing member growth are surprisingly easier than you’d expect. All it takes is a better understanding of what members really want and to stop overwhelming them with content.
Prepare to double or triple your membership by enrolling in a Live Cast Workshop I’m hosting, Stop Your Members from Quitting.
As church marketing expert Larry Osborne often says of churches, “There’s no reason to open the front door until you close the back door.” If it’s time for you and your team to close the back door and grow your membership program, register for Stop Your Members from Quitting here.
About Robert Skrob
