The Customer Centricity Playbook Peter S. Fader/Peter Fader/Sarah E. Toms

2019 BEST BUSINESS BOOK, DIGITAL BOOK WORLD
2019 AXIOM BUSINESS BOOK AWARD WINNER
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Featured in Forbes, NPR&rsquo,s Marketplace, and a Google Talk, The Customer Centricity Playbook offers &ldquo,actionable insights to drive immediate value,&rdquo, according to Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google.
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How did global gaming company Electronic Arts go from being named &ldquo,Worst Company in America&rdquo, to clearing a billion dollars in profit?&nbsp,
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They discovered a simple truth&mdash,and acted on it: Not all customers are the same, regardless of how they appear on the surface.
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In&nbsp,The Customer Centricity Playbook, Wharton School professor Peter Fader and Wharton Interactive&rsquo,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.
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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:
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• Develop a customer-centric strategy 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&rsquo,s first book,&nbsp,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.