Playbook: Retain More Customers by Listening to Community Signals

# Theme: Customer Success & Support

# Theme: Community Building & DevRel

# Theme: Product Management & Feedback

# Format: Best Practices & Playbooks

# Challenge: Retention

Using community as a listening system to catch risks early, highlight customer successes, and strengthen long-term retention.

October 29, 2025 · Last updated on November 7, 2025

Anthony DeShazor

Joshua Zerkel

Retention starts with listening. Discover how to use community insights to reduce churn, uncover opportunities, and strengthen loyalty.

Customer acquisition gets the spotlight, but retention is where sustainable growth happens. Keeping customers engaged, satisfied, and expanding their use of your product is often more efficient than winning new business. Community can play a central role in that process by surfacing early signals of risk, amplifying success stories, and strengthening the connection between customers and the business.

In a recent Executive Insights with Gradual session, Anthony DeShazor, Founder and CEO of Protia Revenue Systems, described how he has used community to improve retention throughout his 25-year career. As a three-time Chief Customer Officer, Anthony has helped SaaS companies scale to $1B in ARR and eliminate more than $400M in churn and compliance risk. His perspective is clear: community is not just about engagement, it is a listening system that reveals what customers need.

“There are a lot of signals in the community,” Anthony said. “You just have to be able and willing to spot the problems before they happen.”

Community as a listening system

Traditional dashboards track product usage, support tickets, or renewal dates. While those are important, they often lag behind what is happening on the ground. Customers usually discuss their challenges, frustrations, or knowledge gaps in community before those issues show up in metrics.

By monitoring conversations, events, and participation patterns, leaders can identify signals that indicate both risks and opportunities. The key is to design community programs that make those signals visible and actionable.

Turning conversations into retention outcomes

Anthony highlighted several practical ways community can directly influence retention.

Identify risks early When customers repeatedly ask about the same feature or raise the same challenge in community, it may point to a knowledge gap or product issue. If those signals are passed quickly to success teams, they can intervene before the account is at risk. This proactive approach turns community into an early-warning system.

Surface expansion opportunities Community is also a place where customers share success. Anthony described how competitions and showcases can reveal untapped potential. “When you run competitions on best use cases, you get stories of people doing great things with your product,” he explained. “Those can lead to additional opportunities.” By highlighting these stories, companies can inspire peers and spark expansion conversations.

Measure the delta The strongest business case comes from comparison. Customers who participate actively in community often retain longer, use more features, and expand more than those who do not. Measuring this difference — and presenting it in terms of retention rates or revenue impact — gives executives the evidence they need to invest further.

Connecting insights across teams

Retention does not sit with one department. Success, product, and marketing all play a role. Community can connect those teams by providing a central place where customer voices are visible.

Product can use feedback to inform roadmaps. Success can act on early signals of risk. Marketing can amplify customer stories that emerge from the community. As Anthony emphasized throughout the session, community must be integrated into the revenue system, not treated as an afterthought.

“Community is a great way of driving revenue, but it has to be intentionally integrated into the overall system,” he said.

Takeaway

Retention is the foundation of sustainable growth, and community is uniquely positioned to support it. By listening to the signals customers share, organizations can prevent churn, uncover expansion opportunities, and strengthen loyalty. The combination of early detection, authentic success stories, and measurable outcomes makes community an essential part of any retention strategy.

For leaders ready to prove impact, tracking retention differences between community members and non-members is a powerful first step.

▶️ Watch the full replay here: https://community.gradual.com/public/events/executive-insights-with-gradual-unlocking-the-revenue-engine-hiding-in-your-community

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