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

The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value By Peter Fader, Sarah E. Toms Cover Image

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


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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 stopwasting 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-centricstrategy for your organization
  • Understand the right way to think about customer lifetime value (CLV)
  • Fine tune 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.
Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. He is the co-founder of Theta Equity Partners, which focuses on customer-based corporate valuation and is also the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage.

Sarah E. Toms is executive director and co-founder of Wharton Interactive. She has spent more than twenty years as a leader in the technology sphere, and was an entrepreneur for more than a decade, founding companies that built global CRM, product development, productivity management, and financial systems.
Product Details ISBN: 9781613630907
ISBN-10: 1613630905
Publisher: Wharton School Press
Publication Date: October 30th, 2018
Pages: 136
Language: English
“A fantastic 360⁰ analysis of how companies become truly customer-centric, The Customer Centricity Playbook is required reading.” —Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google

"A must-read, The Customer Centricity Playbook, by Peter Fader and Sarah Toms... gives executives tools to drive growth.” —Aimee Johnson,
Senior Vice President, Digital Customer Experience, Starbucks

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

“Required reading for leadership teams, as well as marketing and sales executives.” —Matthew Derella, Global Vice President, Revenue and Content Partnerships, Twitter

“If you struggle with customer engagement or are ready to better acquaint yourself with your customers, Peter Fader and Sarah Toms’ new book The Customer Centricity Playbook is a must-read.” —Jacqueline Parkes, Chief Marketing Officer and EVP, Digital Studios, MTV, VH1 & Logo

“Essential reading for those who aspire to market leadership, regardless of industry.” —Joshua Kanter, Chief Marketing Officer, PetSmart

“Peter Fader and Sarah Toms offer transformative insights that light the path for business leaders.” —Susan Johnson, Chief Marketing Officer, SunTrust Banks

“I read The Customer Centricity Playbook by Peter Fader and Sarah Toms in a single sitting.” —Robbie Kellman Baxter, Consultant, Peninsula Strategies, and Author, The Membership Economy

“Mercifully light on technical business jargon [and] easily digestible. In addition, the authors don’t shy away from shattering conventional wisdom... An authoritative introduction to customer-centric business strategies.” Kirkus Reviews