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Customer Centricity: Focus on the Right Customers for Strategic Advantage (Wharton Executive Essentials), by Peter Fader
Download PDF Customer Centricity: Focus on the Right Customers for Strategic Advantage (Wharton Executive Essentials), by Peter Fader
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Not all customers are created equal.
Despite what the tired old adage says, the customer is not always right. Not all customers deserve your best efforts: in the world of customer centricity, there are good customers…and then there is pretty much everybody else.
Upending some of our most fundamental beliefs, renowned behavioral data expert Peter Fader, Co-Director of The Wharton Customer Analytics Initiative, helps businesses radically rethink how they relate to customers. He provides insights to help you revamp your performance metrics, product development, customer relationship management and organization in order to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term.
- Sales Rank: #422190 in Books
- Published on: 2012-05-15
- Released on: 2012-05-15
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .32" w x 5.50" l, .15 pounds
- Binding: Paperback
- 128 pages
About the Author
Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. He is also the Co-Director of the Wharton Customer Analytics Initiative, an academic research center focused on fostering productive collaborations between data-driven firms and top academic researchers around the world. Fader has been quoted or featured in The New York Times, The Wall Street Journal, The Economist, The Washington Post, and on NPR, among other media.
Most helpful customer reviews
30 of 35 people found the following review helpful.
An unnecessarily long preach
By ksng
Given Fader's reputation and extensive research work, I eagerly bought and went through the book only to come away completely disappointed with the lack of contents in it. To begin with, there is a lot of repetition in the book and the whole thing could have been written in 10 pages without any loss of content. The main technical message seems to be that customer lifetime value (CLV) must be computed after proper customer segmentation exercises, since customers are a heterogenous mix. Duh. On the more important question of _how_ we might actually compute CLVs in practice, we were referred to a paper on the author's home page, which isn't even publicly available!! I'm a practitioner faced with the challenge of helping my clients become more customer centric, and I'm sad to say I learned not one new thing from this book.
8 of 8 people found the following review helpful.
Solid read
By Craig G.
A serviceable and efficient look at why customer- centric marketing has value in today's competitive environment. I do wish, like some of the other reviewers, Fader had spent more time on the math behind CLV.
5 of 5 people found the following review helpful.
Know the concept but don't really understand what all the fuss is about...
By David Laws
Customer Centricity is one of those much talked about, almost much hyped, business concepts, that has been around a long time, but somehow has not really found it's place in most businesses.
Sure customers are important, but most organizations focus on the money. What they fail to see is that there is a better way to make more money. And that is by being Customer Centric.
This book offers some insight into what this really means for a company. Why you should - or should not - strive to become more customer centric, and it offers some useful, practical advice on how to move forward.
It does not answer all the questions you may have, and it does not give you a roadmap for implementation but if you need help getting folks in your company to better understand why this concept could be critical to the organisations' success in the future, maybe, just maybe this will help.
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