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Customer Review
Reviewed in the United States on March 19, 2019
This book's central thesis is that you can retain your customers via a membership on ramp (onboarding flow). The book was fairly convincing and the author presented case studies from his professional practice as well as a whole lot common sense / intuition. In addition to the onboarding flow, he also gives us a framework for customer retention that we are expected to take at face value. Some of factors were obvious: "it's always about them", some made sense given the thesis: "relationship exists after the retention point", however others were kinda left for us to merely accept "Your value is the feelings you deliver" (as opposed to ROI).
The ideas were good, but the book itself was a struggle to get through.
Lots of fluffy writing. This is ironic given that one of his principles is that value isn't measured by the volume of content.
The framework has an implicit business model in mind: A single recurring product/service offering. He does not address multi-feature products/services who would have complex onboarding needs.
The framework relies to heavily on selling a dream - don't get me wrong the dream is important. But in a B2B world, this dream tends to be measured with ROI.
Overall, very little practical advice, but the strategic message will resonate and inspire you. This book covers the What, and explores the Why. But in order to be a great book, the author would have needed dive into the How.
To conclude, I will continue to recommend Ideas from this book, but I won't recommend this book.
As a fun aside, the author did apply his 9 Membership Onboarding factors to his own book. Framing the book with his business success (dream) and ending with an upsell (he does link to his website for consulting services).
The ideas were good, but the book itself was a struggle to get through.
Lots of fluffy writing. This is ironic given that one of his principles is that value isn't measured by the volume of content.
The framework has an implicit business model in mind: A single recurring product/service offering. He does not address multi-feature products/services who would have complex onboarding needs.
The framework relies to heavily on selling a dream - don't get me wrong the dream is important. But in a B2B world, this dream tends to be measured with ROI.
Overall, very little practical advice, but the strategic message will resonate and inspire you. This book covers the What, and explores the Why. But in order to be a great book, the author would have needed dive into the How.
To conclude, I will continue to recommend Ideas from this book, but I won't recommend this book.
As a fun aside, the author did apply his 9 Membership Onboarding factors to his own book. Framing the book with his business success (dream) and ending with an upsell (he does link to his website for consulting services).
