Less than 30% of customers buy a second time, and subscription brands lose 50% within 90 days. Ken Rapp from BluStream reveals why this isn't a marketing problem—it's a post-purchase problem that's costing brands millions in repeat revenue.

Episode Summary

The conversation explores what Ken calls the "doorstep to delight" phase—that critical window between clicking buy and becoming a loyal customer. Through stories of dog probiotics, cracked guitars, and missing vanilla extract, Ken demonstrates how brands lose connection with customers the moment a purchase is complete. He breaks down his three-stage framework for product ownership (unboxing, usage, and care) and shares practical strategies for engaging customers through messaging platforms like WhatsApp and SMS. The episode reveals how brands are achieving 30% increases in repeat sales and 30% reductions in churn simply by delivering personalised, timely support after the sale.

Key Point Timestamps:

05:07 - The Scale Problem: When Success Kills Personalisation

12:15 - The Doorstep to Delight Framework

18:49 - Quick Wins for Post-Purchase Engagement

23:38 - The Five-Message Rule

28:40 - Understanding the Second Why

40:01 - The Apple Standard for Customer Experience

The Scale Problem: When Success Kills Personalisation (05:07)

Ken shares the story of a dog probiotics brand that knew every pet parent's name, their dog's name, and whether it was a Chihuahua or a Great Dane. Then she got distribution through Whole Foods—a dream for most brands—but it meant game over for personal connection.

"She started to be successful. And as she started to be successful, she couldn't have a personal relationship anymore," Ken explains. This captures the fundamental challenge: the very success every business chases kills the thing that made customers fall in love with the brand.

This isn't a mistake brands are making. It's a limitation we've accepted as inevitable. When you're small, handwritten notes and personal touches are manageable. But as you scale, those become impossible to maintain—or so we thought.

The Doorstep to Delight Framework (12:15)

Ken breaks product ownership into three stages where brands can create connection at scale:

Unboxing (Activation): This is where skill level matters most. A beginner needs different support than an expert. Do they know they need batteries? Have they read the fine print about three-month timelines?

Usage (Engagement): This is what Ken calls "the second why." The first why is wanting trainers. The second why reveals actual use—marathon training, daily comfort, or collection piece. Understanding this changes everything.

Care and Maintenance: Not every product needs this, but for guitars, beauty products, and supplements requiring ongoing care, this is where lifetime value lives. Ken learned this watching his prestigious guitar crack during Boston's dry winter because the brand's care videos weren't delivered when he needed them.

The Five-Message Rule (23:38)

Ken shares a powerful tip: don't send any coupons or review requests for the first five messages. Just deliver value.

"We have over 90% of the consumers on behalf of dozens and dozens of brands still on journeys today, months, quarters, years later, because they really appreciate getting tips and advice and having a connection back to the brand."

Think about your inbox. Review requests before unboxing? Coupons for second purchases when you haven't tried the first? Brands play the numbers game at scale, but it kills the engagement they're trying to create.

Understanding the Second Why (28:40)

Ken's platform creates personalised journeys based on how customers actually use products. Are you training for a marathon or wearing trainers for daily comfort? This "second why" determines everything—relevant tips, usage tracking, and recommendations that feel magical, like suggesting new insoles at exactly 100 kilometres.

The intelligence in these journeys means if you click immediately, the system adjusts cadence. Don't open for three days? It adapts to your pace. Brands already have the content—videos, guides, care instructions—but they're not delivering it at the right time to the right people.

Today's Guest

Today's guest: Ken Rapp

Company: BluStream

Website: blustream.io

LinkedIn: Connect with Ken on LinkedIn