Why is marketing considered an investment and customer service is considered a cost? entrepreneur how earn by blogging blog

I've been thinking about this question a lot and it's shocking to me why more "marketing gurus" don't talk about this.

Did you know there is a 43:1 ratio of sales and marketing books compared to books about customer service, experience and support? That means for every 43 books about finding a customer, there is only 1 book on how to retain them. The 43:1 ratio was taken from doing an Amazon book search. If you dig just a tiny bit you'll discover that customer retention is the best way to increase profitability and build a more lasting and sustainable business model. So again, why is retention barely talked about?

I'm curious, why does everything think that is? I have some of my own ideas which I'll share here but I'd love to hear from you guys as well. These are the reasons I've come across:

1. The people who write "sales and marketing" books/blogs/education may never have run their own successful business before, so they haven't themselves witnessed the power of customer retention.
2. Those who are writing the books only worked in Sales/Marketing roles and were not involved with customer support/retention, and since companies generally value sales/marketing more, those were the people with the larger sounding titles and higher pay checks, so it's a self-perpetuating loop; like a self-regulating body
3. Since there are more apps and business services around sales and marketing, these companies write "blog posts" which are really just advertising of their own products, so people read these posts like "how exit intent offers increased my sales by X dollars..." and think it works for everyong
4. It's easier to "automate" a sales funnel than to "automate" GREAT customer experience.
5. Customer experience is hard to do (but if it's hard to do, shouldn't there be more content around how to do it better?"

Thanks for your thoughts

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