Posted by: bluesyemre | December 1, 2012

Improving Customer Retention and Renewal Rates (An ACCUCOMS Report)

  • In September 2012, ACCUCOMS held a survey among society, academic, nonprofit and commercial publishers. The questions addressed sales and marketing priorities as well as subscription renewal trends. The survey found that in recent years, a quarter of subscribers (26%) had been renewing their subscriptions later in the renewal cycle. For 2012, more publishers expected subscription renewals to decrease (44%) than to stay the same (39%). Clearly, customer retention is key. But how can publishers tell late renewals and cancellations apart? This report outlines what publishers currently say about customer retention, what we can learn from libraries’ feedback and how publishers can use sales and marketing strategies to identify potential cancellations and stimulate earlier renewals.

http://j.mp/Tzrd6T


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