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How would you feel if you were subscribing to, say, Asana, a project management tool. You were plodding along at the Premium plan for $11/month. You used it a lot, and kind of wished you had enough in your budget to afford the Business plan.

Imagine. You've been using, say, Asana, for a while. You are on the Premium plan but you have used the product less in recent weeks.


One day, you get an email from a Asana VP. He says, “Hey, I noticed that you are getting less value from Asana lately. We’d like to upgrade your membership, at no charge, to the Business subscription. You’ll get quite a bit more power out of the tool, and plenty more features. I hope you find it useful. The change is effective immediately.”


I’d say you’d be pretty happy about that. I’d even go on to say that you’d stick with Asana for a long time. How much did it cost Asana to upgrade your membership? Probably not much. A few pennies maybe.


How much did it increase your likelihood of remaining a customer? A whole lot.


Surprise gifts or delightful experiences are a powerful way of turning users into passionate evangelists. Not only do you amp up your marketing, but you also improve your retention rate.


How would you feel if you were subscribing to, say, Asana, a project management tool. You were plodding along at the Premium plan for $11/month. You used it a lot, and kind of wished you had enough in your budget to afford the Business plan.

Imagine. You've been using, say, Asana, for a while. You are on the Premium plan but you have used the product less in recent weeks.


One day, you get an email from a Asana VP. He says, “Hey, I noticed that you are getting less value from Asana lately. We’d like to upgrade your membership, at no charge, to the Business subscription. You’ll get quite a bit more power out of the tool, and plenty more features. I hope you find it useful. The change is effective immediately.”


I’d say you’d be pretty happy about that. I’d even go on to say that you’d stick with Asana for a long time. How much did it cost Asana to upgrade your membership? Probably not much. A few pennies maybe.


How much did it increase your likelihood of remaining a customer? A whole lot.


Surprise gifts or delightful experiences are a powerful way of turning users into passionate evangelists. Not only do you amp up your marketing, but you also improve your retention rate.


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