The CX Impact of A Subscription Model: Switching From Ownership to Usership Featuring Yann Toutant

The Benefits of the As-A-Service Model

Shep Hyken interviews Yann Toutant, founder of Black Winch and author of AS A SERVICE: Turn Your Product Based Business Into a Subscription Model. He talks about what an As-A-Service model is and how it impacts the customers, the business, and the environment.

Top Takeaways: 

• Usership means using – not buying – what you need for the experience you want at a specific moment and location. For example, customers who enjoy windsurfing do not need to purchase, store, and maintain a windsurfing board. They can go to a good windsurfing shop and rent, lease, or subscribe to the “use” of the equipment for as long as they want. 

• Customers often have many possessions that require their time and money to manage. In an As-A-Service model, customers become users instead of owners. Through usership, products will fulfill a need without the burden of maintenance, storage, and the added cost of owning. 

• The benefit of usership in the As-A-Service model is that when the product or solution a customer subscribes to is no longer needed, they can easily opt out of it without being left with something they can't use.

The As-A-Service model creates a circular relationship with customers. The interaction does not end when the sale is closed. Instead, companies provide an experience where customers have a much stronger connection to the brand through regular (daily, weekly, monthly) contact. 

• There is a positive environmental impact with the As-A-Service model for physical products. When a user no longer needs a product, another user can use it, or the manufacturer can refurbish or remanufacture it into new equipment. 

• Plus, Shep challenges Yann to think of a product that cannot be transformed into an As-A-Service or subscription model. Tune in!

Quote:

"Do you own your belongings, or do your belongings own you? I decided to rid myself of many belongings anchoring me down and go for usage instead of ownership. You don’t need to own something to get the best experience.” 

About: 

Yann Toutant is the founder of Black Winch, where he helps organizations focus on the customer experience by implementing a successful and scalable As-A-Service Model. His book, AS A SERVICE: Turn Your Product Based Business Into a Subscription Model, is now available on Amazon.

Shep Hyken is a customer service and experience expert, New York Times bestselling author, award-winning keynote speaker, and host of Amazing Business Radio.

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