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Back to basics

Yann Petkov - Business Developement | 20 March 2020 | Read time: 8 minutes
Topics | Paywalls, subscription model, dynamic paywall, subscription economy

We get asked a lot about what customer journey orchestration is, and does it automatically mean using a paywall and so on. One of the reasons for the questions is that many use the terminology in a very different way, so we thought we would go a little back to basics, to explain how it all fits together and builds up to what we will be talking about soon.

What is Customer Journey Orchestration?

Simply put, Customer Journey Orchestration is planning and designing the path a user is about to take, leading to a desired conversion outcome. No two people are dealt with in the same way. Every customer’s journey (from total ignorance of your product to the moment of purchase), is bespoke to them.

How does this work? By using machine learning to cross-reference different touch points on a customer’s journey, and immediately changing the approach in response.

For Example: In a town of 100 people your ‘buy a spade for digging a hole’ sign is going to pull in thirty or forty customers. But what were the other sixty looking for? Flashier sign? Bigger spade? Or did they just need to be asked twice?

Customer Journey Orchestration uses data to answer this question. Based on cross referencing data points from social media, email campaigns and website activity, AI powered technology can predict what further prompts that user requires in order to start buying. Not only that but the AI can then generate the response immediately (bigger spade, flashier sign etc). Customer Journey Orchestration is a constant loop where the marketing machine learns from the user’s behavior and develops a pitch that is bespoke to that person.

For your spade selling business this would be like finding out the favorite color of all 100 potential customers, then designing 100 uniquely colored spade-selling signs.

 So what is the Subscription Economy?

The Subscription Economy is the part of our system of commerce in which people choose to pay for products and services via subscriptions rather than one-off purchases. This is a feature of developed economies as they move from being  goods-based economy to service-based.

For Example compare Blockbuster to Netflix. At Blockbuster you went in and rented each individual film. At Netflix you subscribe and never take anything home. Goods (in this case films) have become services (in this case a streaming platform).

As Netflix, Spotify and Amazon have led the way with subscription business models, more and more households are finding that the monthly direct debita and standing orders outweigh the weekly bills. This has been particularly prevalent with online services; however, the subscription model has also found its way into goods-based realms like food, fashion and the car industry.

What is Progressive Profiling?

Progressive profiling is about not being rude. If you ask a customer for all their information at once, that person is likely to run for the door.

By employing Progressive Profiling, you build up a profile of that user gradually over time, asking them for a little information at first, and then increasing the ask as they become invested in the product.

For example in order to set up an account with generictechfirm.com you’re only required to give up your name and email address. Then, when you return to check up on your account, the site asks your gender, age or ethnicity. See? Polite.

What is a Dynamic Paywall?

The Paywall: A paywall is a web tool that asks you to pay before accessing content. It’s called a wall because you can’t get past it, and a ‘pay’ wall because…

So far so simple. However, since paywalls came into existence it has been hard to decide when to use them. Raise your paywall too early and no one knows what’s behind it. Raise your paywall too late and the customer has already read everything they’re interested in.

The Dynamic Paywall: A dynamic paywall assesses how close each user is to buying access, and only demands payment when they’re likely to spend money.

 For example: if the dynamic paywall thinks you need three articles before you’re hooked, then it gives you three articles, before asking you to pay for the fourth. However, if you’ve read your three articles slowly, over the course of four months, you’re not a safe bet for paying up. So, the dynamic paywall will let you keep reading until the frequency of reads-per-month increases, and only then asking you to pay.

 So this will lead into our next blogs, which will be published soon, so watch this space!


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