In two case studies and a case article, Professor Arnd Huchzermeier, Jannik Wolters, and Marcel Uphues (ex-Real) show and discuss how a well-designed subscription service, i.e., RealPro, boosts customer loyalty. In the first case study, the authors adopt the company perspective in making strategic decisions. In the second case, the authors deploy machine learning techniques to demonstrate the impact on customer loyalty and the program's profitability/viability when adopters are compared against a matched control group and using difference-in-differences metrics. We want to acknowledge the support of Dirk Königsfeld, Stephan Laenge, and Gerald Schönbucher.
The three documents can be downloaded for free here.