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The Customer Centricity Playbook

Implement a Winning Strategy Driven by Customer Lifetime Value

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The Customer Centricity Playbook

By: Peter Fader, Sarah Toms
Narrated by: Steve Menasche
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About this listen

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. The most successful companies, from Amazon to Best Buy, understand their best customers are their most valuable asset, and they tailor their acquisition, development, and retention efforts to those customers.

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); fine-tune investments in customer acquisition, retention, and development tactics based on customer heterogeneity; foster a culture that sustains customer centricity; and more.

©2018 Peter S. Fader and Sarah E. Toms (P)2019 Gildan Media, LLC Customer Service Forecasting & Strategic Planning Management Marketing Sales & Selling Business Customer Relationship Management
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Not for a new marketer

This book is hard to understand for beginners. It uses words that are not common and you might not learn much from it. If you want to learn about keeping customers happy, this is not the book for you. If you want to learn about CLV, it might be helpful.

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