Why do Subscribers Hate Giving Away Payment Details?
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Why do Subscribers Hate Giving Away Payment Details?

By August 6, 2020 No Comments

 

Imagine you’re online and decide to try a new TV subscription service. You fill in your name, email address and create your password. But then you stop. The payment page has just popped up, and you experience that feeling of dread in the pit of your stomach.

As you slowly reach for our credit card, you stop again… you doubt your decision and close the window.  What is it that makes us feel that way?

The mindset of a subscriber is incredibly complex. There are unconscious factors in play that can motivate a subscribers’ behaviours and interactions when signing up and committing to a new service. So, for any brand looking to build a great first impression and long-lasting relationships with their customers; it is important to consider the two key human drives that are present throughout our lives:

  1. The Drive for Connectedness
  2. The Drive for Freedom

German neurobiologist Dr Gerald Hüther explained in detail how early simultaneous drives towards Connection and Freedom to ensure our survival leave a huge imprint on our collective psyche and drive our behaviours throughout life, especially in relationships. Brands that fail to connect with customers, or make customers feel trapped or unable to serve the human drive to evolve, can cause irreparable damage to the relationship.

The Drive for Connectedness

As humans, we constantly seek connection, and one way of doing so, particularly for Gen Z, is by signing up to an OTT service to watch the new series everyone is talking about due to the Fear of Missing Out (FOMO). In the same way subscribers sign up due to this, they can also leave just as quickly, when the sense of ‘connection’ disappears. Brands that fail to connect with customers can cause damage to their relationships.

The Drive for Freedom

We also never want to feel trapped or lose our freedom to evolve. When people feel pushed to give away details they’re not ready to give, like payment information, they can feel trapped, threatening that core psychological need for freedom. When pushed into a corner, we tend to make decisions we may come to regret, just so we can breathe again. It’s important for subscribers to feel in control, and never feel pressured in any way.

The Psychology of a Subscriber

To learn how to establish a deeper connection with your subscribers and avoid invading their boundaries right at the start, download a copy of our new research paper. Get your hands on nearly 40 recommendations you can try now to create the best acquisition process for your service.

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Privacy Policy

Updated 28th April 2020

This Privacy Policy sets out how Singula Decisions Limited (“Singula Decisions”) uses and protects any information that you may provide to us when you use our website, products and services.

We respect your rights and privacy; we are committed to ensuring that any information gathered on our website, and/or via our products and services, is kept confidential and is only used in the ways which you have consented to.

Should we ask you to provide certain information, by which you can be identified when using our website, products and services, then you can be assured that it will only be used in accordance with this privacy policy and in line with the EU General Data Protection Regulations (“GDPR”).

We will not store data for longer than necessary and use it only for the purpose that it was gathered.

You should check the Privacy Policy to ensure that you are happy with the terms. If you are not happy with the terms, please do not enter any personal data.

Singula Decisions will regularly review this Privacy Policy and make changes when necessary. If we make any significant changes to this Privacy Policy, we will communicate these to you, as applicable.

WHAT DATA WE COLLECT

Information is captured via our website contact form or marketing campaign landing pages, as well as via our relevant products and services. This data is provided by you voluntarily.

We may collect and store the following information, as applicable:

Name (e.g. first name and surname);
Contact information (e.g. e-mail address and telephone number(s));
Demographic information (e.g. country, preferences and interests);
Business metrics (e.g. subscriber numbers, churn rate, average revenue per user, etc.); and
IP address and web activity (e.g. web pages visited, time spent on the website, etc.).

WHAT WE DO WITH THE INFORMATION WE GATHER

Singula Decisions requires the information to understand your needs and to provide you with the relevant service. We use the information for the following reasons:

Internal record keeping;
To improve relevant products and services;
To periodically send promotional communications (electronic and telephone) about new products and services, thought leadership or other information which we think you may find interesting based on the information that you have provided;
To contact you for market research purposes; and
To customise our website based on the interests you have indicated.

We may share relevant information with trusted third parties. We do not share data outside of the European Economic Area (“EEA”) unless a specific arrangement is in place to do so between the relevant parties.

WHERE IS DATA STORED?

We use a third-party provider, HubSpot, to capture and store data. This is done securely and in line with the requirements of the GDPR.

SECURITY

Singula Decisions is committed to ensuring that the information you provide is secure. To prevent unauthorised access or disclosure, we have implemented suitable physical, electronic and managerial procedures to safeguard and secure the information we collect and store.

PURPOSE OF PROCESSING YOUR DATA

Personal information provided by you is used to promote our products and services. We also promote items that may be of interest (e.g. company announcements, thought leadership, case studies, new partnerships, and events we are attending).

We can segment our promotional communications based on a range of factors (e.g. your consented preferences and the information you have provided).

In general, marketing campaigns are promoted by e-mail and from time-to-time by telephone.

CONSENT

With effect from the 25th May 2018, we provide a mechanism to facilitate consent to receiving relevant communications from us.

When you complete any website form or marketing campaign landing page on our website you will be asked to check two boxes to provide your consent:

To receiving marketing communications from us; and

That you have read and accept this Privacy Policy.

You can withdraw your consent at any time by sending an email to info@singuladecisions.com or by clicking the “unsubscribe” link in any e-mail received from Singula Decisions.

CONTROLLING YOUR PERSONAL INFORMATION

You may choose to restrict the collection or use of your personal information in the following ways:

Whenever you are asked to fill in a form on our website; identify the marketing consent statement allowing you to select the box to indicate that you accept or reject your information to be used for direct marketing purposes; and

If you have previously agreed to us using your personal data for direct marketing purposes, you may change your mind at any time by withdrawing your consent as detailed above.

Singula Decisions will not sell, distribute or lease your personal information to third parties unless we have your express permission or are required by law to do so. We may use your personal data to send you promotional information about selected third parties if you have selected that you are happy to receive marketing communications.

You may request details of personal information that we hold about you by contacting us in writing (FAO Data Protection Officer, Singula Decisions Limited, Cluny Court, John Smith Business Park, Kirkcaldy, Fife KY2 6QJ) or by emailing dpo@singuladecisions.com.

If you believe that any information that we are holding on you is incorrect or incomplete, please contact us in writing or by email as soon as possible. We will promptly correct any information found to be incorrect.

Data Subject Rights

Singula Decisions has a nominated Data Protection Officer (“DPO”), with responsibility for managing Singula Decisions’ policies, procedures and practices in relation to data protection. Contact, for any purposes (e.g. to complain, to request details of information held, etc.) can be made to the DPO in writing using the Singula Decisions address above or by emailing dpo@singuladecisions.com.

In compliance with the GDPR, you can contact us to:

Right to Subject Access Request (Article 15) – to request a report of the data that we hold on you;
Right to Rectification (Article 16) – to request us to update inaccurate/incomplete data that we hold on you;
Right to Erasure (Article 17) – to request us to remove your data from our systems (NB: in this instance, we will likely anonymise your data);
Right to Restriction of Processes (Article 18) – to request that we do not process incorrect data or where you have withdrawn consent for use;
Right to Receive Personal Data (Article 201) – to request that your data is provided to you to allow you to pass it to another company (this will be in a commonly used, machine-readable, format); and
Right to Object (Article 21) – to allow you to object to us holding your data where you believe we have no reason to hold it.

You may also contact our DPO if you wish to make a complaint. Contact can be made in writing, to the address set out above, or by email to dpo@singuladecisions.com.

LINKS TO OTHER WEB SITES

The Singula Decisions website may contain links to other websites of interest. Please note that if you use these links to leave our site that we have no control over the other website, therefore cannot be responsible for the protection and privacy of any information which you provide whilst visiting such sites and we recommend that you review their separate privacy notices, as applicable.

HOW WE USE COOKIES

A cookie is a small file which asks permission to be placed on your computer’s hard-drive. Once you agree, the file is added and the cookie helps to analyse web traffic and when you have visited a particular site.

Cookies allow web applications to respond to you as an individual based on your interactions. The web application can tailor its operations to your needs, likes and dislikes by gathering and remembering information about your preferences.

Overall, cookies help us to provide you with a better website experience, by enabling us to monitor which pages you find useful and which you do not.

A cookie in no way gives us access to your computer or any information about you, other than the data you choose to share with us. You can choose to accept or decline cookies.

Most web browsers automatically accept cookies, but you can usually modify your browser settings to decline cookies. However, if you decline cookies, this may prevent you from taking full advantage of our website, products and services.

Please read our Cookie Policy for more information by clicking this link.

This Privacy Policy is effective from 28th April 2020.