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: Is Your Business Customer Centric?
    Business2Community.com, October 02, 2013

    Is Your Business Customer Centric?

    Is your company customer centric? Does your leadership team know what that means? According to Peter Fader, “Customer centricity is not really about being nice to your customers. It is not a philosophy. It is not something that can be fostered through a company handbook or mission statement. Customer centricity is a strategy that aligns a company’s development and delivery of its products and services with the current and future needs of a select set of customers in order to maximize their long-term financial value.”

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  • Featured image for article: Simple Tools Help Owners Sift Data for Eager Customers
    Forbes, December 12, 2012

    Simple Tools Help Owners Sift Data for Eager Customers

    Based on the experiences of business owners, this guide offers suggestions on how both Web-based businesses and traditional retailers can use data.

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  • Featured image for article: Universal Analytics: The Next Generation of Google Analytics
    Cutroni.com, October 29, 2012

    Universal Analytics: The Next Generation of Google Analytics

    Google Analytics is introducing a number of new technologies, collectively called Universal Analytics, that will create a better way for businesses to measure their digital world.

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  • Featured image for article: The Skinny on “Fattening Up” Customers
    Customer Think, November 21, 2011

    The Skinny on “Fattening Up” Customers

    I often use the metaphor of fishing as a way to explain new customer acquisition. From the firm’s perspective, there is a great big ocean out there full of prospective customers of all different shapes and sizes.

    Read More
  • 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.

    Read More
  • View All

Links for Further Reading

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