Summary: <p>In <em><strong>The Customer Centricity Playbook</strong></em>, 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 <strong>stop wasting resources</strong> by chasing down product sales to each and every consumer.</p> <p>Fader and Toms offer a <strong>360-degree analysis</strong> of all the elements that support customer centricity within an organization. In this book, you will learn how to:</p> <ul> <li>Develop a <strong>customer-centric strategy</strong> for your organization</li> <li>Understand the right way to think about<strong> customer lifetime value (CLV)</strong> </li> <li>Finetune investments in <strong>customer acquisition, retention, and development tactics</strong> based on customer heterogeneity</li> <li>Foster a culture that sustains <strong>customer centricity</strong>, and also understand the link between <strong>CLV and market valuation</strong> </li> <li>Understand <strong>customer relationship management (CRM) systems</strong>, as they are a vital underpinning for all these areas through the valuable insights they provide</li> </ul>
