Ongoing Value Delivery Through Updates, Premium Content and More
The customer relationship can’t end after the initial purchase. Consistently delivering new value over time is crucial for retention and loyalty. This requires proactively identifying opportunities to enhance utility for existing users.
In this comprehensive guide, we’ll explore tactics for continually increasing perceived value post-purchase through:
- Dynamic product updates and improvements
- Premium content creation and access
- Special events, rewards and surprises
- Personalized recommendations
- Elite user tiers and communities
- Automated value messaging
- Tracking impact on retention
Keeping existing customers engaged, educated and delighted well after signup or purchase cements durable bonds that fuel referrals and growth. Let’s dive in!
Delivering Ongoing Product Updates and Improvements
The core product experience itself must continuously evolve and improve to demonstrate commitment to current users.
Fix Critical Bugs Rapidly
Prioritize quickly patching bugs that hurt core functionality to show customers you care.
Build Most-Requested Features
Acting on popular feature requests proves you listen to user feedback.
Improve UX and Workflows
Optimize confusing interfaces and streamline friction points impacting daily usage.
Increase Speed and Reliability
Invest in technical improvements to stability, performance and responsiveness.
Enabling connections with other platforms and services increases utility.
Add User Personalization
Offer customization options to tailor experiences to individual preferences.
Launch New Capabilities
Releasing major add-on features maintains innovation and keeps products fresh.
Creating Premium Content and Resources
Developing exclusive content tailored to current users provides ongoing education and value.
Publish Insider Guides
In-depth “insider” guides help users master advanced product capabilities.
Release Case Studies
Detailed success stories and use cases reveal more applications of products.
Host Live Training Events
Virtual workshops and demos build skills and engage users.
Curate Relevant Third Party Content
Thoughtfully curate and share complementary blogs, articles, tools etc.
Moderated forums create space for users to discuss best practices and get community support.
Recruit User Generated Content
Request and amplify reviews, tutorials, and tips created by users themselves.
Send Regular Newsletters
Email digests on product updates, new content and company news maintain mindshare.
Hosting Special Events and Activities
Arranging limited-time events provides fun, unique value to committed users.
Give Exclusive Early Access
Grant current users first looks at new features or product launches to make them feel special.
Host Contests and Challenges
Friendly contests, hackathons and growth challenges with prizes spark engagement.
Coordinate Live Meetups
Organize exclusive in-person meetups and parties for users in select geographic regions to connect.
Provide Backstage Peeks
Offer one-of-a-kind behind the scenes looks at your office spaces, teams and processes.
Celebrate user anniversaries and milestones with surprises like custom badges and thank you packages.
Crafting Personalized Recommendations
Leveraging purchase data and behaviors to tailor recommendations boosts perceived value.
Suggest New Features
Prompt users about capabilities they haven’t adopted yet based on product analytics.
Show Related Products
Merchandising engines dynamically showcase complementary products based on past purchases.
Curate Personalized Content
Recommend specific blog posts, help guides and tools matched to user interests.
Remind About Expiring Items
Prompt users to replenish consumables and renewing subscriptions nearing expiry based on past orders.
Highlight Trending with Peers
Show users what features and content are popular with other users like them.
Building Elite User Tiers
Special VIP tiers with expanded access for top customers enhances loyalty.
Offer Concierge Support
Provide fast-track access to senior support reps.
Unlock Additional Features
Grant bonuses like increased usage limits or early previews.
Send Appreciation Gifts
Surprise VIPs periodically with thank you items like gift cards and care packages.
Give Sneak Previews
Share insider news and solicit input on upcoming changes.
Create Badges and Leaderboards
Public displays of status reinforce elite treatment.
Host Exclusive Events
Reserve special parties, classes and experiences for top tier users only.
Automating Value-Driven Messaging
Leverage automation to deliver value consistently and efficiently at scale.
Welcome New Users
Send a prompt personalized welcome communication to activate and educate new signups.
Notify of Key Milestones
Recognize anniversaries, renewal dates and achievements to maintain relationships.
Highlight just-published content aligned to user interests automatically.
Promote Timely Events
For special promotions and seasonal opportunities, activate users who previously expressed interest.
Check In Post-Purchase
Follow up after purchases to support successful onboarding.
Solicit ratings and reviews from active positive users to build credibility.
Tracking Impact on Retention
Analyze data to quantify effectiveness of ongoing value initiatives.
Measure Active Usage
Trend usage frequency, depth and recency over time after value upgrades roll out.
Gauge Renewal Rates
For paid products, monitor renewal rate lift after launching initiatives.
Calculate Referral Rates
Compare referral volume among users before vs. after receiving expanded value.
Link Surveys to Recent Efforts
In periodic surveys, directly ask users about impact of specific value-adds on satisfaction.
Review Net Promoter Scores
Check if expanded value positively influences likelihood to recommend scores.
Quantify Business Value
Add up direct revenue, referrals and cost savings driven by loyalty program.
The customer relationship doesn’t end after sign-up. Consistent value delivery breeds loyalty. Keep these tips in mind:
- Fix critical issues and fulfill feature requests
- Produce exclusive content and resources
- Organize special events and activities
- Offer personalized recommendations
- Build elite user tiers
- Automate value messaging at scale
- Quantify impact on retention and referrals
With ongoing innovation, education and excitement, one-time transactions blossom into durable relationships that propel referrals and growth.
- 1 Ongoing Value Delivery Through Updates, Premium Content and More
- 1.1 Introduction
- 1.2 Delivering Ongoing Product Updates and Improvements
- 1.3 Creating Premium Content and Resources
- 1.4 Hosting Special Events and Activities
- 1.5 Crafting Personalized Recommendations
- 1.6 Building Elite User Tiers
- 1.7 Automating Value-Driven Messaging
- 1.8 Tracking Impact on Retention
- 1.9 Key Takeaways