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Carl T. Bergstrom & Jevin D. West, Calling Bullshit

I recently cancelled a software subscription. It's a product that I've been using so long that I originally bought it outright (a model I much prefer) before the company switched to a subscription model.

What's interesting is that it's something I've been planning for a while. I actually had a diary reminder to cancel the subscription at a date that meant I wouldn't be committed to another year or lose access for time that I'd paid for.

One of the dark sides of subscription models, I think, is that they encourage a retention at all costs mindset, when in reality customer attitudes are more important. And this is a really important generalisable rule for organisations that want to adopt a loyalty strategy: attitudes matter more than behaviour, not less, because attitudes drive behaviours over the long term not the short term.

Thanks for reading,

Stephen

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