Understanding why users sign up for subscriptions and how they then use them is important to success, says Ammar Ahmed Qureshi, director of revenue CRM at language learning business Babbel, on the latest episode of the SubscriptionX podcast. He says detecting less engaged customers and then tailoring messaging to them is a useful way to keep them interested in the learning process. While this approach has been about identifying cohorts, that’s likely to change with the growing use of AI. “With the way technology and insights and AI is moving, I think in a few months from now, we won’t even be talking about cohorts to be honest,” says Qureshi. “We would be talking about every user as an individual.”
Qureshi appears on the latest edition of the SubscriptionX podcast, Babbel: Every user is an individual, in conversation with podcast hosts Katie Searles and Madhuri Narayana K, director – customer success and consulting at Chargebee,
From a subscription business point of view, said Narayana K, it’s useful to understand subscribers’ motivations. “As a business, to thrive, you have to be valuable to them,” she says. “How do you provide that value? It’s about personalising it and I agree, it has to be at a user level.”
The conversation goes on to consider how AI will change subscriptions, what it means for customer data and how businesses can tackle subscriber fatigue, in an episode that was recorded at The RetailX Spring Festival 2025. Listen to it here.
SubscriptionX podcast series
Produced in association with Chargebee, the second series of the SubscriptionX podcast considers how retailers are adopting and transforming the subscription business model, from the technology they use to the collaborative approaches that they adopt.
Previous episodes are available to listen to here.
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