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.

The Wharton Executive Essentials Series

The Wharton Executive Essentials Series from Wharton Digital Press brings the ideas of the Wharton School’s thought leaders to you wherever you are. Inspired by Wharton’s Executive Education program, each book is authored by globally renowned faculty and filled with real-life business examples and actionable advice. Wharton Executive Essentials guides offer a quick-reading, penetrating, and comprehensive summary of the knowledge leaders need to excel in today’s competitive business environment and capture tomorrow’s opportunities.

“Knowing what your customers are worth is the secret to focusing your time and money where it makes the most difference. You can’t be all things to all people, so you need to learn to find out who really matters to your success. Fader makes it clear with great ideas and a readable style.”

—Andy Sernovitz, Author, Word of Mouth Marketing: How Smart Companies Get People Talking

Customer Centricity reveals how to increase profits from your best customers, find more like them, and avoid over-investing in the rest. Learn where customer relationship management went wrong, how to fix it, and whether to bankroll customers or branding. Decidedly accessible and absolutely necessary for companies in a social media world.”

—Jim Sterne, Founder, eMetrics Marketing Optimization Summit; Chairman, Web Analytics Association
  • Featured image for article: Bringing Customer Centricity to Life (and Biz Models to Black)
    The Alfred West Jr. Learning Lab, February 16, 2016

    Bringing Customer Centricity to Life (and Biz Models to Black)

    If you’ve ever sat through one of Wharton marketing professor Peter Fader’s highly engaging lectures on the merits of a customer-centric business model (or read his book on the subject), then you know how quickly he’s able to convince an audience that adopting this game-changing go-to-market strategy can trump a product-focused approach (from a profitability standpoint), and that – if done well – can create the conditions for longterm viability in the perilous, race-to-the-bottom age of commoditization that many companies are grappling with these days.

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  • Featured image for article: Customer Centricity With Wharton's Dr. Peter Fader
    Forbes Leadership, January 26, 2016

    Customer Centricity With Wharton's Dr. Peter Fader

    In this podcast, Dr. Peter Fader discusses the role of big data in customer centricity, the business case for customer centricity, and case studies from the gaming community on customer centricity done right.

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  • Featured image for article: Why you should focus on customer lifetime value
    CMO.com, October 13, 2015

    Why you should focus on customer lifetime value

    Professor of marketing, predictive modeling expert and author, Dr Peter Fader, shares his advice on why it’s better to put the emphasis on a customer’s strategic value, not mobile moments.

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  • Featured image for article: The Wharton School's Pete Fader Discusses Customer Centricity
    Charlotte Talks, WFEA.org, November 19, 2014

    The Wharton School's Pete Fader Discusses Customer Centricity

    Listen to Pete Fader discuss Customer Centricity on Charlotte Talks, WFAE radio.

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  • Featured image for article: Give the Gift of Inspiration
    December 01, 2015

    Give the Gift of Inspiration

    If you are looking for a holiday gift to thank your team for their hard work and dedication or your customers and clients for their business, a Wharton Digital Press ebook bundle is just the right gift.

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  • Featured image for article: Limited Time Offer: $1.99 Ebooks
    June 13, 2014

    Limited Time Offer: $1.99 Ebooks

    From June 13 to June 28, 2014, Amazon and Ganxy are offering three ebooks for 80% off the retail price.

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  • Featured image for article: New Book:  Customer Centricity
    May 15, 2012

    New Book: Customer Centricity

    In Customer Centricity, author Peter Fader helps businesses radically rethink how they relate to customers.

  • Featured image for article: Wharton Digital Press Debuts Wharton Executive Education Essentials Series
    November 03, 2011

    Wharton Digital Press Debuts Wharton Executive Education Essentials Series

    The Aresty Institute of Executive Education partners with Wharton Digital Press to publish the Wharton Executive Education Essentials Series.

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Links for Further Reading

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