{"id":23467,"date":"2020-04-14T18:10:18","date_gmt":"2020-04-14T17:10:18","guid":{"rendered":"https:\/\/www.intercom.com\/blog\/?p=23467"},"modified":"2022-05-24T11:14:30","modified_gmt":"2022-05-24T10:14:30","slug":"reading-list-customer-retention","status":"publish","type":"post","link":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/","title":{"rendered":"Reading list: Advice for customer retention"},"content":{"rendered":"<p>We continue our series of posts looking back through the Inside Intercom archive with a selection of some of our most popular posts on <strong>customer retention<\/strong>.<\/p>\n<p>This has long been one of the most popular topics on Inside Intercom, and over the years we have examined retention from a number of different perspectives \u2013 from measuring net dollar retention to understanding activity churn; from cohort analysis to re-engagement messaging strategies.<\/p>\n<blockquote class=\"pullquote-style-one tweet-quote\"><p>&#8220;Retaining customers will be more important for survival than ever, but it is also going to become increasingly difficult as the wider economy makes a sudden and painful adjustment in the face of the crisis&#8221;<\/p><\/blockquote>\n<p>Understandably, in the challenging economic climate brought about by the current COVID-19 pandemic, the topic of retention is going to take on an entirely new relevance \u2013 retaining customers will be more important for survival than ever, but it is also going to become increasingly difficult as the wider economy makes a sudden and painful adjustment in the face of the crisis.<\/p>\n<p>Some of the advice in these posts is going to be less applicable in the current moment than it would otherwise be, but thinking carefully about the fundamentals of your customer retention strategy is vital no matter how buoyant or troubled the broader economic outlook. Churn is inevitably going to be more of an issue, but that\u2019s all the more reason to make every effort to ensure your customers can still find value in your product or service.<\/p>\n<p>We hope you find this material useful as you navigate this difficult time.<\/p>\n<h2 id=\"customer-retention-is-the-new-conversion\">Customer retention is the new conversion<\/h2>\n<p>This has been one of the most popular talks delivered by our co-founder and Chief Strategy Officer Des Traynor in recent years, a <a href=\"https:\/\/www.intercom.com\/blog\/videos\/onboard-signed-users-satisfied-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">deep dive on the importance of retention for the long-term health of your business<\/a>. As Des points out, the temptation to focus on customer acquisition can distract from the importance of focusing on retention, a focus that needs to start from onboarding and continue coherently from there. Watch the video below, or read the post <a href=\"https:\/\/www.intercom.com\/blog\/videos\/onboard-signed-users-satisfied-users\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/371133795\" width=\"640\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><strong>Key takeaway:<\/strong><\/p>\n<blockquote><p>\u201cNet dollar retention is the single defining characteristic of a successful business. If somebody signs up today, how much are they worth in one year\u2019s time? Are they spending more money or less money, or are they still with me at all? And the variables here are typically seen as churn and expansion. Most of the time within your product group, you should be maximizing the opportunity that people will stick around and use more of your product, or minimizing the probability that they\u2019ll quit. And if you can do either of those two things, you\u2019ve a massive leverage on your business.\u201d<\/p><\/blockquote>\n<h2 id=\"customer-retention-strategies-5-best-practices-6-strategies-for-low-churn\">Customer retention strategies: 5 best practices &amp; 6 strategies for low churn<\/h2>\n<p>This comprehensive post is guaranteed to help you <a href=\"https:\/\/www.intercom.com\/blog\/customer-retention-5-best-practices-6-strategies-for-low-churn\/\" target=\"_blank\" rel=\"noopener noreferrer\">craft a retention messaging strategy<\/a> that will increase your base of churn-resistant users by ensuring they find continued success from day one.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom-origin.pagelyapps.com\/blog\/wp-content\/uploads\/2018\/10\/How-to-understand-customer-retention.png\" \/><\/p>\n<p><strong>Key takeaway:<\/strong><\/p>\n<blockquote><p>\u201cA <a href=\"https:\/\/www.priceintelligently.com\/blog\/saas-growth-focused-too-much-on-acquisition\" target=\"_blank\" rel=\"noopener noreferrer\">study by Price Intelligently<\/a> showed that a 1% increase in <a href=\"https:\/\/www.intercom.com\/blog\/customer-acquisition\/\" target=\"_blank\" rel=\"noopener noreferrer\">customer acquisition<\/a> affects your bottom line by about 3.3%. But improving your retention rate by 1% extends <a href=\"https:\/\/www.intercom.com\/blog\/what-is-customer-lifetime-value\">customer lifetime value<\/a> and increases your bottom line by around 7%. That\u2019s right: retention can be twice as powerful as customer acquisition.\u201d<\/p><\/blockquote>\n<h2 id=\"reduce-churn-by-re-engaging-your-customers\">Reduce churn by re-engaging your customers<\/h2>\n<p>For SaaS businesses in particular, successfully retaining customers depends on identifying those at risk of churn and re-engaging them. Here, Des offers some <a href=\"https:\/\/www.intercom.com\/blog\/churn-retention-and-reengaging-customers\/\" target=\"_blank\" rel=\"noopener noreferrer\">guidance for understanding your churn<\/a>, and the different types of messages you should send depending on your customers\u2019 circumstances.<\/p>\n<p><strong>Key takeaway: <\/strong><\/p>\n<blockquote><p>\u201cWhen you identify previously active customers who are slipping, a well-timed personal email can help to re-engage them. The best case is that you recover a customer; the worst case is you learn why you users leave. Either of these leaves you in a better position than doing nothing.\u201d<\/p><\/blockquote>\n<h2 id=\"how-sprout-social-increased-retention-with-customer-centric-marketing\">How Sprout Social increased retention with customer-centric marketing<\/h2>\n<p>Understanding the customer journey is critical to ensure high retention rates, and in this podcast, Sprout Social\u2019s Director of Marketing Strategy, Tara Robertson describes the process by which they <a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/scale-how-sprout-social-increased-retention-with-customer-centric-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">revised its customer journey<\/a> and increased their net revenue retention. Listen below, or read the post <a href=\"https:\/\/www.intercom.com\/blog\/podcasts\/scale-how-sprout-social-increased-retention-with-customer-centric-marketing\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/p>\n<p><iframe style=\"width: 100%; height: 200px; border: 0 none;\" src=\"https:\/\/art19.com\/shows\/828246d1-e75c-4b41-a882-671aff845a93\/episodes\/0227a097-f981-410c-9750-f0c5bf46d990\/embed?theme=dark-custom&amp;primary_color=%236ef7ef\" scrolling=\"no\"><\/iframe><\/p>\n<p><strong>Key takeaway: <\/strong><\/p>\n<blockquote><p>\u201cThink about what journey your customers are going through. Every customer comes to you because there\u2019s a pain that they\u2019re trying to solve. There\u2019s something that they\u2019re trying to come to your product to find a solution for. Understanding that struggle is the first step to really knowing why your customers sign up, how you can help them solve for that, and what their motivators are for buying.\u201d<\/p><\/blockquote>\n<h2 id=\"using-cohort-analysis-to-improve-retention\">Using cohort analysis to improve retention<\/h2>\n<p>In this post, Des offers a valuable suggestion for better understanding your retention patterns \u2013 the use of cycle plots to <a href=\"https:\/\/www.intercom.com\/blog\/retention-cohorts-and-visualisations\/\" target=\"_blank\" rel=\"noopener noreferrer\">analyze the success of different customer cohorts<\/a>, seeing both micro and macro trends.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom.com\/blog\/wp-content\/uploads\/2018\/06\/Retention-Cohorts-61.png\" \/><br \/>\n<strong>Key takeaway: <\/strong><\/p>\n<blockquote><p>\u201cCohorts are useful for visualizing where customers are lost. If the results of a cohort analysis shock you, then you\u2019re not in regular enough contact with your customers. Solve that problem first. There\u2019s no use knowing exactly what\u2019s happening if you don\u2019t know why.\u201d<\/p><\/blockquote>\n<h2 id=\"dont-tell-me-you-miss-me-3-better-approaches-to-user-retention\">Don\u2019t tell me you miss me: 3 better approaches to user retention<\/h2>\n<p>This recent essay by Senior Product Manager Robbie Allan points out a fundamental flaw of far too many retention messaging campaigns \u2013 by pretending they miss you as you churn, they rely on an<a href=\"https:\/\/www.intercom.com\/blog\/3-better-ways-to-improve-user-retention\/\" target=\"_blank\" rel=\"noopener noreferrer\"> inauthentic familiarity that customers can instantly see through<\/a>.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/intercom-origin.pagelyapps.com\/blog\/wp-content\/uploads\/2020\/02\/Avis-Email.jpg.optimal.jpg\" \/><\/p>\n<p><strong>Key takeaway: <\/strong><\/p>\n<blockquote><p>\u201cDeep down we know that the business doesn\u2019t really miss us. The business doesn\u2019t know our sparkling personality or understand our unique contribution to the community \u2013 the business just misses our money. A retention campaign that paints a commercial relationship as a personal one will always be awkward at best and at worst will create ill will.\u201d<\/p><\/blockquote>\n<p class=\"inline-cta-quote\">If you found this useful or have other topics you\u2019d like to see us cover in the Reading List series you can give us feedback through the Messenger on this page.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Customer retention is one of the most important aspects of any successful SaaS business, and over the years we have examined how to fight churn from a number of perspectives. Here is a collection of insights into retention that may prove useful right now.<\/p>\n","protected":false},"author":261,"featured_media":23475,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"category":[12897],"tags":[21570,3938,21832],"coauthors":[571],"class_list":["post-23467","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-covid-19","tag-customer-retention","tag-reading-list"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Reading list: Advice for customer retention - The Intercom Blog<\/title>\n<meta name=\"description\" content=\"Customer retention is one of the most important aspects of any successful SaaS business \u2013\u00a0here we share some highlights of our thinking on the topic.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Reading list: Advice for customer retention\" \/>\n<meta property=\"og:description\" content=\"Customer retention is one of the most important aspects of any successful SaaS business \u2013\u00a0here we share some highlights of our thinking on the topic.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/\" \/>\n<meta property=\"og:site_name\" content=\"The Intercom Blog\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/intercominc\" \/>\n<meta property=\"article:published_time\" content=\"2020-04-14T17:10:18+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-05-24T10:14:30+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/04\/Customer_Retention_Reading_List-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1968\" \/>\n\t<meta property=\"og:image:height\" content=\"921\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Davin O&#039;Dwyer\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@davinodwyer\" \/>\n<meta name=\"twitter:site\" content=\"@intercom\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Davin O&#039;Dwyer\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/\"},\"author\":{\"name\":\"Davin O'Dwyer\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/ac54a27bc44e7e7ef0d50691892e6d9e\"},\"headline\":\"Reading list: Advice for customer retention\",\"datePublished\":\"2020-04-14T17:10:18+00:00\",\"dateModified\":\"2022-05-24T10:14:30+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/\"},\"wordCount\":1007,\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/04\\\/Customer_Retention_Reading_List-1.jpg\",\"keywords\":[\"Covid-19\",\"customer retention\",\"Reading list\"],\"articleSection\":[\"Customer Engagement\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/\",\"name\":\"Reading list: Advice for customer retention - The Intercom Blog\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/04\\\/Customer_Retention_Reading_List-1.jpg\",\"datePublished\":\"2020-04-14T17:10:18+00:00\",\"dateModified\":\"2022-05-24T10:14:30+00:00\",\"description\":\"Customer retention is one of the most important aspects of any successful SaaS business \u2013\u00a0here we share some highlights of our thinking on the topic.\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/reading-list-customer-retention\\\/#primaryimage\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/04\\\/Customer_Retention_Reading_List-1.jpg\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2020\\\/04\\\/Customer_Retention_Reading_List-1.jpg\",\"width\":1968,\"height\":921},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#website\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"name\":\"The Intercom Blog\",\"description\":\"Articles and Podcasts on Customer Service, AI and Automation, Product, and more\",\"publisher\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#organization\",\"name\":\"The Intercom Blog\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"contentUrl\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/wp-content\\\/uploads\\\/2019\\\/08\\\/Intercom-logo-sq-black-trans.png\",\"width\":1000,\"height\":1000,\"caption\":\"The Intercom Blog\"},\"image\":{\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/logo\\\/image\\\/\"},\"sameAs\":[\"https:\\\/\\\/www.facebook.com\\\/intercominc\",\"https:\\\/\\\/x.com\\\/intercom\",\"https:\\\/\\\/www.instagram.com\\\/intercom\\\/\",\"https:\\\/\\\/www.linkedin.com\\\/company\\\/2491343\",\"https:\\\/\\\/www.pinterest.ie\\\/intercom\\\/\",\"https:\\\/\\\/www.youtube.com\\\/channel\\\/UCJG0MvLP03kyzzAkD-w98aQ\",\"https:\\\/\\\/en.wikipedia.org\\\/wiki\\\/Intercom_(company)\"]},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/#\\\/schema\\\/person\\\/ac54a27bc44e7e7ef0d50691892e6d9e\",\"name\":\"Davin O'Dwyer\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3a7bd91ff38c79890eeb2cde2c70c07afb093a986a683744cd073e187f591b73?s=96&d=mm&r=pg5f10025325289f4b935a643478d73901\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3a7bd91ff38c79890eeb2cde2c70c07afb093a986a683744cd073e187f591b73?s=96&d=mm&r=pg\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3a7bd91ff38c79890eeb2cde2c70c07afb093a986a683744cd073e187f591b73?s=96&d=mm&r=pg\",\"caption\":\"Davin O'Dwyer\"},\"description\":\"Davin's writing has been featured in publications such as The New York Times, the Washington Post, the Irish Times, and Slate.\",\"sameAs\":[\"https:\\\/\\\/www.linkedin.com\\\/in\\\/davin-o-dwyer-5b1a74107\\\/\",\"https:\\\/\\\/x.com\\\/davinodwyer\"],\"url\":\"https:\\\/\\\/www.intercom.com\\\/blog\\\/author\\\/davinodwyer\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Reading list: Advice for customer retention - The Intercom Blog","description":"Customer retention is one of the most important aspects of any successful SaaS business \u2013\u00a0here we share some highlights of our thinking on the topic.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/","og_locale":"en_US","og_type":"article","og_title":"Reading list: Advice for customer retention","og_description":"Customer retention is one of the most important aspects of any successful SaaS business \u2013\u00a0here we share some highlights of our thinking on the topic.","og_url":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/","og_site_name":"The Intercom Blog","article_publisher":"https:\/\/www.facebook.com\/intercominc","article_published_time":"2020-04-14T17:10:18+00:00","article_modified_time":"2022-05-24T10:14:30+00:00","og_image":[{"width":1968,"height":921,"url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/04\/Customer_Retention_Reading_List-1.jpg","type":"image\/jpeg"}],"author":"Davin O'Dwyer","twitter_card":"summary_large_image","twitter_creator":"@davinodwyer","twitter_site":"@intercom","twitter_misc":{"Written by":"Davin O'Dwyer","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/#article","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/"},"author":{"name":"Davin O'Dwyer","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/ac54a27bc44e7e7ef0d50691892e6d9e"},"headline":"Reading list: Advice for customer retention","datePublished":"2020-04-14T17:10:18+00:00","dateModified":"2022-05-24T10:14:30+00:00","mainEntityOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/"},"wordCount":1007,"publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/04\/Customer_Retention_Reading_List-1.jpg","keywords":["Covid-19","customer retention","Reading list"],"articleSection":["Customer Engagement"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/","url":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/","name":"Reading list: Advice for customer retention - The Intercom Blog","isPartOf":{"@id":"https:\/\/www.intercom.com\/blog\/#website"},"primaryImageOfPage":{"@id":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/#primaryimage"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/#primaryimage"},"thumbnailUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/04\/Customer_Retention_Reading_List-1.jpg","datePublished":"2020-04-14T17:10:18+00:00","dateModified":"2022-05-24T10:14:30+00:00","description":"Customer retention is one of the most important aspects of any successful SaaS business \u2013\u00a0here we share some highlights of our thinking on the topic.","inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/reading-list-customer-retention\/#primaryimage","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/04\/Customer_Retention_Reading_List-1.jpg","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/04\/Customer_Retention_Reading_List-1.jpg","width":1968,"height":921},{"@type":"WebSite","@id":"https:\/\/www.intercom.com\/blog\/#website","url":"https:\/\/www.intercom.com\/blog\/","name":"The Intercom Blog","description":"Articles and Podcasts on Customer Service, AI and Automation, Product, and more","publisher":{"@id":"https:\/\/www.intercom.com\/blog\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.intercom.com\/blog\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/www.intercom.com\/blog\/#organization","name":"The Intercom Blog","url":"https:\/\/www.intercom.com\/blog\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/","url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","contentUrl":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2019\/08\/Intercom-logo-sq-black-trans.png","width":1000,"height":1000,"caption":"The Intercom Blog"},"image":{"@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/intercominc","https:\/\/x.com\/intercom","https:\/\/www.instagram.com\/intercom\/","https:\/\/www.linkedin.com\/company\/2491343","https:\/\/www.pinterest.ie\/intercom\/","https:\/\/www.youtube.com\/channel\/UCJG0MvLP03kyzzAkD-w98aQ","https:\/\/en.wikipedia.org\/wiki\/Intercom_(company)"]},{"@type":"Person","@id":"https:\/\/www.intercom.com\/blog\/#\/schema\/person\/ac54a27bc44e7e7ef0d50691892e6d9e","name":"Davin O'Dwyer","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3a7bd91ff38c79890eeb2cde2c70c07afb093a986a683744cd073e187f591b73?s=96&d=mm&r=pg5f10025325289f4b935a643478d73901","url":"https:\/\/secure.gravatar.com\/avatar\/3a7bd91ff38c79890eeb2cde2c70c07afb093a986a683744cd073e187f591b73?s=96&d=mm&r=pg","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3a7bd91ff38c79890eeb2cde2c70c07afb093a986a683744cd073e187f591b73?s=96&d=mm&r=pg","caption":"Davin O'Dwyer"},"description":"Davin's writing has been featured in publications such as The New York Times, the Washington Post, the Irish Times, and Slate.","sameAs":["https:\/\/www.linkedin.com\/in\/davin-o-dwyer-5b1a74107\/","https:\/\/x.com\/davinodwyer"],"url":"https:\/\/www.intercom.com\/blog\/author\/davinodwyer\/"}]}},"jetpack_featured_media_url":"https:\/\/www.intercom.com\/blog\/wp-content\/uploads\/2020\/04\/Customer_Retention_Reading_List-1.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/23467","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/users\/261"}],"replies":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/comments?post=23467"}],"version-history":[{"count":0,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/posts\/23467\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media\/23475"}],"wp:attachment":[{"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/media?parent=23467"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/category?post=23467"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/tags?post=23467"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.intercom.com\/blog\/wp-json\/wp\/v2\/coauthors?post=23467"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}