The other day I ran across Bill Johnston’s analysis of a report on customer lifecycle marketing. Next time I see Bill, I’m going to have to buy him a drink, because he’s spot on.

Here are the basic punchlines:

• Customer lifecycle marketing is one of the hot new things. It’s simple: Instead of thinking about customers just when you’re trying to woo them, think about customers throughout their whole lifecycle with your company.
• Retention is a HUGE part of that.
• …but nobody seems to own retention.

This is where community professionals come in.

I’ve long argued that community-building is uniquely suited to focus on retention. What other practice emphasizes long-term gains, engagement, satisfaction, and return business as heavily? None I can think of. There are oodles of professionals focused on acquiring customers, but very few focused on retaining them.

Community professionals should own retention.

Not help out. Not advise. Own. We are the best people to do this, and it gives us a seat at the table that “helping with acquisition” or “decreasing support costs” or “making people happy” doesn’t.

Ask around. Who owns retention at your company? Likely, nobody. Take it on. Do cohort retention analysis. Ask people why they unsubscribe. Plaster “retention” on your cubicle, because this is your chance to make a huge difference, get the attention you deserve, and build some wins for company and customers.