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Customer Centricity

Focus on the Right Customers for Strategic Advantage

Peter Fader

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.

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About the Author

Peter Fader

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. He is also the Co-Director of the Wharton Customer Analytics Initiative, an academic research center focused on fostering productive collaborations between data-driven firms and top academic researchers around the world. Fader has been quoted or featured in The New York Times, The Wall Street Journal, The Economist, The Washington Post, and on NPR, among other media. He has also won many awards for his teaching and research accomplishments. In 2009, Fader was named a “Professor to Watch” by the Financial Times, which discussed his interest in “the swathes of hard data consumers generate through their spending habits.” ... More

Praise

“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

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