Berry

Respond from
Some Channel
Not Pay
460 Chapter 14
Even when the relationship is quite well understood, there may be some
tricky situations. Should the end date of the relationship be the date of customer
contact or the date the account is closed? Should customers who fail to
pay their last bill be considered the same as customers who were stopped for
nonpayment?
These situations are meant as guidelines for understanding the customer
relationship. It is worthwhile to map out the different stages of customer interactions.
Figure 14.4 shows different elements of customer experience for newspaper
subscription customers. These customers basically have the following
types of interactions:
■■
■■
■■
■■
■■
Starting the subscription via some channel
Changing the product (weekday to 7-day, weekend to 7-day, 7-day to
weekday, 7-day to weekend)
Suspending delivery (typically for a vacation)
Complaining
Stopping the subscription (either voluntarily or forced)
In a subscription-based relationship, it is possible to understand the customer
over time, gathering all these disparate types of events into a single picture
of the customer relationship.
Stop
Temporarily
Complain
SALE
Create
Account
ORDER
Deliver
Paper
START
Pay Bill
SUBSCRIBER
paying
Pay Bill
Stop for
Other
Reason
Voluntary
Churn
Not Pay
SUBSCRIBER
late paying
Stop Paying
Forced
Churn
Stop
Temporarily
Complain
Figure 14.4 (Simplified) customer experience for newspaper subscribers includes several
different types of interactions.