2019 AXIOM BUSINESS BOOK AWARD WINNER
Featured in Forbes, NPR's Marketplace, and a Google Talk, The Customer
Centricity Playbook offers "actionable insights to drive immediate
value," according to Neil Hoyne, Head of Customer Analytics and Chief
Analytics Evangelist, Google.
How did global gaming company Electronic Arts go from being named
"Worst Company in America" to clearing a billion dollars in profit?
They discovered a simple truth--and acted on it: Not all customers are
the same, regardless of how they appear on the surface.
In The Customer Centricity Playbook, Wharton School professor Peter
Fader and Wharton Interactive's executive director Sarah Toms help you
see your customers as individuals rather than a monolith, so you can
stop wasting resources by chasing down product sales to each and
every consumer.
Fader and Toms offer a 360-degree analysis of all the elements that
support customer centricity within an organization. In this book, you
will learn how to:
Develop a customer-centric strategy for your organization Understand
the right way to think about customer lifetime value (CLV) Finetune
investments in customer acquisition, retention, and development
tactics based on customer heterogeneity Foster a culture that sustains
customer centricity, and also understand the link between CLV and
market valuation Understand customer relationship management (CRM)
systems, as they are a vital underpinning for all these areas through
the valuable insights they provide
Fader's first book, Customer Centricity, quickly became a go-to for
readers interested in focusing on the right customers for strategic
advantage. In this new book, Fader and Toms offer a true playbook for
companies of all sizes that want to create and implement a winning
strategy to acquire, develop, and retain customers for the greatest
value.
"A must-read."--Aimee Johnson, Chief Marketing Officer, Zillow
"The Customer Centricity Playbook offers fundamental insights to point
organizations of any size in the right direction."--Rob Markey,
Partner, Bain & Company, Inc., and coauthor, The Ultimate Question
2.0
"Peter Fader and Sarah Toms offer transformative insights that light
the path for business leaders."--Susan Johnson, Chief Marketing
Officer, SunTrust Banks
