Customer Centricity: Focus on the Right Customers for Strategic Advantage (2012)
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.
In Customer Centricity, Wharton professor Peter Fader, coauthor of the follow-up book The Customer Centricity Playbook, helps businesses radically rethink how they relate to customers. He provides insights to help you understand:
Why customer centricity is the new model for success and product centricity must be ushered out
How the ideas of brand equity and customer equity help us understand what kinds of companies naturally lend themselves to the customer-centric model and which ones don’t
Why the traditional models for determining the value of individual customers are flawed
How executives can use customer lifetime value (CLV) and other customer-centric data to make smarter decisions about their companies
How the well-intended idea of customer relationship management (CRM) lost its way―and how your company can properly put CRM to use
Customer Centricity will help you realign 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.
