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Customer Centricity
Focus on the Right Customers for Strategic Advantage, Second Edition

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.

To order the ebook in bulk, please visit Customer Centricity on

Praise for Customer Centricity

“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

Additional Resources

Professor Fader teaches in the following Wharton Executive Education programs:

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