How You Can Attract and Keep Customers and Clients Forever

More than a decade ago, Robbie Kellman Baxter – a graduate of both Harvard University and the Stanford Graduate School of Business who worked as a strategy consultant at Booz-Allen & Hamilton – coined the phrase "The Membership Economy" to describe the trend of consumers to embrace subscription-based products and services. Popular examples include: Stitch Fix, Dollar Shave Club, Netflix, BarkBox, and Freshly. Now, in her just published book, The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave, Baxter details how any business – big or small – can create and attract membership clients and keep them for a lifetime. Especially as people hunker down in response to COVID-19, Baxter, founder of the consulting firm, Peninsula Strategies, tells host and award-winning reporter Dean Rotbart that subscription-based business models are proving invaluable. To purchase a copy of The Forever Transaction, click here.To order fresh-roasted coffee from Creature Coffee, click here. Photo: Robbie Kellman Baxter, Peninsula StrategiesPosted: April 6, 2020Monday Morning Run Time: 47:41