When it comes to engaging with customers, modern messaging tools can be both beneficial and problematic for relationship management teams. Sending untargeted messages, such as "just checking in" to see how a customer is doing, can feel lazy, look spammy, and may not elicit a response due to the prevalence of similar messages. Instead, sales and marketing teams should focus on finding ways to connect with customers personally and add value to their interactions. This involves using data and analytics to identify key behaviors, such as when a customer is using a feature frequently or showing signs of churn, and tailoring messages accordingly. By doing so, teams can build trust with their customers and increase lifetime value. However, it's essential to remember that building sustainable customer partnerships takes time and continuous effort, requiring ongoing measurement and optimization of messaging strategies.