Why Marketing Should Own Customer Loyalty
When I ask a room full of marketing professionals, What is the role of marketing? the typical responses are some variation of “Getting customers into the sales funnel”. When I then ask them What role do they play in keeping these customers happy and loyal? Most of the marketers indicate that it is not part of their role. When I then ask them – Whose role is it? I get varied responses – Its the role of customer service or account management, sales and not marketing. What marketing teams don’t understand is that keeping customers happy and loyal should not […]
