5 Customer Retention Books You Must Read in 2022


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Reading provides so much more than just knowledge. Books inspire our minds, offer more and novel perspectives, and help us identify new opportunities with a shift in attitude. We are always on the lookout for thoughts and insights from masterminds on the customer experience delivery and retention best practices. In this spirit, we share with you our blog featuring the top recommendations on customer retention. We hope you will find them helpful.

Here they are:

Fighting Churn with Data: The Science and Strategy of Customer Retention

Author: Carl S. Gold

Repeat customers are the bloodline of a subscription-based business, so losing them severely impacts future revenues and profitability. Customer churn is frustrating, costly, and unfortunately inevitable. You can, however, leverage the power of data to minimize it.

This book is a hands-on guide to fighting churn by converting raw data into measurable metrics, improving churn forecasting, and making effective decisions. It uses real-world cases, examples, and proven techniques to detect early churn signs and address them before customers leave. It’s a helpful handbook for developers, data scientists, and non-technical decision-makers focusing on customer retention.

Keep Your Customers: How to Stop Customer Turnover, Improve Retention and Get Lucrative, Long-Term Loyalty

Author: Ali Cudby

In Keep Your Customers, Ali Cudby presents a fresh perspective on nurturing customer relations and shares the strategies and proven processes for driving long-term customer value and loyalty. It draws from real-world best practices and CEO-led success stories in a variety of industries, including retail, consumer products, and technology. It even features interviews with renowned venture capitalists.

Keep Your Customers is an ideal read for business leaders in every industry who are interested in solving complex, long-existing customer relations mysteries, and cultivating long-term customer engagement while building a culture that supports this vision across the organization.

Customer Devotion: Create Wildly Passionate Customers to Dramatically Grow Your Brand

Author: Mike Case

Loyal customers are the key to your brand’s growth and success. They bring repeat business and grow your customer base with referrals. Authored by Hal Brierley, Customer Devotion is a step-by-step guide for turning your customers into more passionate brand advocates. It offers strategic insights into growing your customer revenues, regardless of the industry, size, and scale of your business.

A customer loyalty pioneer and one of the most strategic thinkers in the world, Hal recommends this book as “a must-read for anyone engaged in managing customer relationships”.

Retention Point: The Single Biggest Secret to Membership and Subscription Growth

Author: Robert Skrob

Robert Skrob shares his 25+ years of membership growth experience to help businesses push more members to the Retention Point – where they love you, buy everything you offer, and spread the word about you. Those members have made it to the Retention Point.

He highlights the major fallacies of membership retention, success stories of subscription business turnarounds, 10 retention point accelerators, and the single biggest subscription company misunderstanding.

If you’re a subscription-based business or into SaaS, Publisher, digital access, and subscription boxes, Retention Point is the book for you.

The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value

Authors: Peter Fader, Sarah E. Toms

In The Customer Centricity Playbook, Wharton School professor Peter Fader and Wharton Interactive’s executive director Sarah Toms help you develop a customer-centric culture and strategy for your organization, obtain a complete view of all the elements supporting this philosophy, and approach customer lifetime value the right way.

Based on the simple premise that every customer is unique, the authors offer valuable insight into implementing a winning strategy to acquire and retain the right customers. The Customer Centricity Playbook won the 2019 Axiom Book Award and was featured in Forbes and NPR’s Marketplace.

The above is not the ultimate list of insightful books on customer retention. As Frank Zappa rightly said – “So many books, so little time.” If you have other recommendations to add to this list, please let me know in the comments because I would love to read those books.

This article was originally published in VOZIQ Blog.

Raviteja Sidda
Raviteja is Digital Marketing Manger at VOZIQ AI. VOZIQ AI is the only cloud-based predictive retention solution that leverages sophisticated AI that is powered by 10+ targeted machine learning models to enable recurring revenue businesses to predict customers who are at-risk of cancellation and prevent the cancellation by driving large-scale actions through contact center customer care, marketing and field channels. VOZIQ AI’s solution significantly cuts time-to-value in industries such as home security and automation, pest control, home warranty, energy providers, telecom, and insurance.


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