The psychology of subscriptions

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.

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