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February 4, 2021 | Authored by: Jesus Luzardo

Why every touchpoint counts

Ever wondered what you need besides growing and predictable recurring revenue to prosper your business?

Easy: Keep your subscribers happy. Their emotions and intent make a huge impact on your revenue stream. “Happiness” is an integral piece of the puzzle, the “make or break,” the deciding factor that can make a business relationship last — or not. If you don’t tackle the emotional part of the experience your subscribers have, maybe it's time to consider it.

According to a Princeton University study in 2006, which is still as important and on point today, our “intuitions about attraction and trust are among those emotions that we form the fastest.” Translated into our industry language — this means that a positive experience, or a feeling of happiness, immediately, and then every time thereafter, will keep a user loyal, thereby decreasing churn.  In short, you have one shot. Because this emotion does not emerge at record speed, the opposite more negative emotion can arise. This is why we at Vindicia have recognized the need to put the strongest emphasis on the “user sentiment,” the art of being part of each moment in a user’s experience, tapping into, not only the tech side but also the essence of pure [data-driven] emotion.

Let’s take a look at Netflix, the ultimate example of a company disrupting an industry with customer experience. When your experience is industry-leading, how do you evolve it without disappointing customers? The answer lies in seamless personalization. Before you even enter the main area of operation, you click on your own profile. Once inside, you see that it is tailored to you and your viewing patterns and psychological principles. Guess what it does? It makes you feel happy and reassured. It helps to make you feel that your time is being more efficiently and effectively used. Now, let’s all think back to that encounter. I’m sure we have all felt it.

This is not an easy task. How do you measure emotions or turn them into smart intelligence to make a person feel? A great user experience requires effective, personalized identity management. This means delivering an excellent experience, which equals building trust. The higher the trust, the higher the engagements and that will foster strong relationships with subscribers. Trust is a competitive edge. Going beyond a basic transactional relationship with your subscription accounts to connect directly with every individual consumer of digital services is the key to managing user relationships, creating personalized experiences, and maximizing lifetime value.

What can help spur this type of growth is the utilization of a platform that delivers subscription intelligence for customer acquisition, retention, and growth, allowing you to gain information that taps into these users’ feelings. Assessing preferences and patterns creates a user-driven experience, or user identity, that allows a business to deliver a tailored journey to each person. Vindicia Connect is an innovative deliverer of frictionless/personalized/memorable experiences, helping you to deliver the frictionless user experience that your subscribers expect — without the technical complexity of other options. It further allows you to deliver a better experience across devices with seamless onboarding, single sign-on, social login, and all of that good stuff. And, let’s not forget about the ability to empower users to share and manage individual profiles across their households. With this combination, it ups the ability to increase growth through an uptick in conversions and engagement by personalizing services with data and insights captured from every interaction.

Contact us today for more information.

About Author

Jesus Luzardo

Jesus Luzardo

Jesus Luzardo is Vice President, Head of Growth at Vindicia. As an international technology industry veteran, Jesus brings over 30 years of experience in commercial, marketing, strategy, operations and technology roles. Prior to Vindicia, Jesus was Head of Marketing for Amdocs in the Caribbean and Latin America region, driving marketing to significantly expand Amdocs’ sales pipeline. Before Amdocs, he was Head of Sales for Utiba (acquired by Amdocs in 2014), focusing on mobile financial services. His experience includes two years as Head of Corporate/B2B and CCO at Cable & Wireless, and 15 years with Motorola. He lives by Vince Lombardi’s motto: “Perfection is not attainable, but if we chase perfection we can catch excellence.” Jesus holds an MBA from Universidad del Zulia (Venezuela), a B.S. in Electronic Engineering from Universidad Rafael Urdaneta (Venezuela), and Advanced Management certifications from Kellogg Institute of Management and IESE (Universidad de Navarra, Spain).