Robbie Kellman Baxter is the author of The Membership Economy: Find Your Superusers, Master the Forever Transaction & Build Recurring Revenue (McGraw-Hill 2015), and The Forever Transaction: How to Build a Business So Compelling, Your Customers Will Never Want to Leave (McGraw-Hill 2020). Robbie’s expertise extends to include SaaS, media, consumer products and retail and community organizations. Her clients have included Microsoft, Fitbit and The Wall Street Journal.
The "holy grail" of relationships with your customer can be tricky to achieve, and even more complex to uphold.
The membership economy is upending how businesses are structured and how they deliver value to customers.