Consumer psychology won’t let you brainwash customers into becoming loyal consumers, but it offers important lessons for subscription companies in designing their products and customer experience. We take a deep dive into the psychology of subscriptions, and try to separate the useful hacks from the useless hokum.
In his book How Customers Think: Essential Insights into the Mind of the Market, Harvard Business School professor Gerald Zaltman states that “About 95% of all thought, emotion, and learning occur in the unconscious mind.” It stands to reason then that recurring subscription-based payments and purchases would mesh well with this understanding of the human mind, taking the transaction and the act of paying into a more abstracted realm and disrupting the usual thought process behind making payments.
Cerillion plc (LON:CER) is a leading provider of billing, charging and customer management systems with more than 20 years’ experience delivering its solutions across a broad range of industries including the telecommunications, finance, utilities and transportation sectors.
