In the B2B recurring revenue economy, customer relationships are increasingly owned by a team of professionals (called Customer Success Managers) who earn customer loyalty by continuously demonstrating the value of their solution to their customers.
Ideally, they have a defined customer lifecycle as their model for customer engagement, and in doing so, are churn mitigators.
In an effort to improve Customer Success (CS), marketing teams are joining the action to facilitate customer loyalty, too. In collaboration with their CS colleagues, marketers are increasingly dedicated to delivering targeted content to existing customers, thus becoming brand expanders.
This dual approach to cultivating loyal customers (success and marketing; churn mitigation and brand extension) is the ideal engagement strategy.