The last series of posts tried  an in-depth perspective to the customer lifecycle process. If there’s anything I want you to take away, it’s this: 

“Your relationship with your customer is the most important asset you have if you want to grow a sustainable recurring B2B SaaS business.”

Organize your team, your processes, and your values around the idea of supporting your customers to achieve their desired goals.

“The customer lifecycle is a series of emotions and interactions your customer experiences throughout their relationship with you and your company.”

Sustainable growth is possible to achieve when you can get your customers to go through multiple cycles of: 

1. Experiencing a need, desire, or frustration.
2. Evaluating and buying your product/service.
3. Using the product and achieving their desired outcome(s).
4. Becoming loyal customers and advocates for your brand.
5. Buying new products and services from your company.

The deeper you understand your customer’s perspective throughout their lifecycle, the better equipped you and your team will be to satisfy your customer’s needs and build long-term partnerships with your customers.

This isn’t the Sales Team’s job. This isn’t Customer Service’s job either. It is your entire company’s job.

Your company exists to deliver a product or service that adds value to your customer.

Make sure everyone in your organization understands the role they play in adding value to your customers and how they can best contribute to the success of the relationship over the years to come.