2019 AXIOM BUSINESS BOOK AWARD WINNER
Featured in Forbes, NPR's Marketplace, and a Google Talk, The Customer Centricity Playbook offers "actionable insights to drive immediate value," according to Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google. How did global gaming company Electronic Arts go from being named "Worst Company in America" to clearing a billion dollars in profit?
They discovered a simple truth—and acted on it: Not all customers are the same, regardless of how they appear on the surface.
In The Customer Centricity Playbook, 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 stop wasting resources by chasing down product sales to each and every consumer.
Fader and Toms offer a 360-degree analysis of all the elements that support customer centricity within an organization. In this book, you will learn how to:
Develop a customer-centric strategy for your organization Understand the right way to think about customer lifetime value (CLV) Finetune investments in customer acquisition, retention, and development tactics based on customer heterogeneity Foster a culture that sustains customer centricity, and also understand the link between CLV and market valuation Understand customer relationship management (CRM) systems, as they are a vital underpinning for all these areas through the valuable insights they provide
Fader's first book, Customer Centricity, quickly became a go-to for readers interested in focusing on the right customers for strategic advantage. In this new book, Fader and Toms offer a true playbook for companies of all sizes that want to create and implement a winning strategy to acquire, develop, and retain customers for the greatest value. "A must-read."—Aimee Johnson, Chief Marketing Officer, Zillow
"The Customer Centricity Playbook offers fundamental insights to point organizations of any size in the right direction."—Rob Markey, Partner, Bain & Company, Inc., and coauthor, The Ultimate Question 2.0 "Peter Fader and Sarah Toms offer transformative insights that light the path for business leaders."—Susan Johnson, Chief Marketing Officer, SunTrust Banks
Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His expertise centers on the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as telecommunications, financial services, gaming/entertainment, retailing, and pharmaceuticals.
In addition to his various roles and responsibilities at Wharton, Fader co-founded a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then co-founded (and continues to run) Theta to commercialize his more recent work on “customer-based corporate valuation.”
Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage (2020, 2012) and coauthor of The Customer Centricity Playbook (2018) with Sarah Toms. He has won many awards for his research and teaching accomplishments. Bruce Hardie is a Professor of Marketing at London Business School. For most of his career, his research has focused on developing tools for analyzing customer and marketing data. He has worked with market research firms and their clients on the development of marketing analytics solutions for new product sales forecasting and marketing mix analysis. He has collaborated extensively with Pete Fader, developing a number of key customer analytics tools for computing customer lifetime value (CLV) that have been used by thousands of data scientists and researchers around the world. He teaches courses on customer and marketing analytics, and the data-driven enterprise. Michael Ross is a data agitator: he is currently SVP retail data science at EDITED, and a non-exec director at Sainsbury’s Bank, Domestic & General and N Brown Group plc. He has co-founded businesses including ecommera, DynamicAction and figleaves.com, and was also a consultant at McKinsey and Company. Michael has an MA in Mathematics from the University of Cambridge. He is also an Executive Fellow at London Business School, and is on the commercial board of the Turing Institute.
"An authoritative introduction to customer-centric business strategies."
"A fantastic 360-degree analysis of how companies become truly customer-centric, The Customer Centricity Playbook is required reading."
~Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google
~Aimee Johnson, CMO, Zillow Group; Former Senior Vice President, Digital Customer Experience, Starbucks
"The Customer Centricity Playbook offers fundamental insights to point organizations of any size in the right direction."
~Rob Markey, Partner, Bain & Company, Inc., and coauthor, The Ultimate Question 2.0
"Required reading for leadership teams, as well as marketing and sales executives."
~Matthew Derella, Global Vice President, Revenue and Content Partnerships, Twitter
"If you struggle with customer engagement or are ready to better acquaint yourself with your customers, Peter Fader and Sarah Toms' new book The Customer Centricity Playbook is a must-read."
~Jacqueline Parkes, Chief Marketing Officer and EVP, Digital Studios, MTV, VH1 & Logo
"Peter Fader and Sarah Toms offer transformative insights that light the path for business leaders."
~Susan Johnson, Chief Marketing Officer, SunTrust Banks
"Essential reading for those who aspire to market leadership, regardless of industry."
~Joshua Kanter, Global Chief Marketing Officer, International Cruise & Excursions, Inc.
"I read The Customer Centricity Playbook by Peter Fader and Sarah Toms in a single sitting."
~Robbie Kellman Baxter, Consultant, Peninsula Strategies, and Author, The Membership Economy