Customer Centricity: Focus on the Right Customers for Strategic Advantage (2012)

In Customer Centricity, Wharton professor Peter Fader challenges the traditional notion that all customers should be treated equally, arguing that businesses should prioritize their most valuable customers. He explains why customer-centric strategies are more effective than outdated product-centric models and how concepts like customer lifetime value (CLV) can drive smarter business decisions. The book also examines the flaws in traditional customer valuation methods and the missteps of customer relationship management (CRM), offering insights on how to realign business strategies for long-term profitability. Customer Centricity serves as a practical guide for companies looking to maximize growth by focusing on their best customers.