The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value

n2019 BEST BUSINESS BOOK, DIGITAL BOOK WORLD n 2019 AXIOM BUSINESS BOOK AWARD WINNER n n 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. n n How did global gaming company Electronic Arts go from being named Worst Company in America to clearing a billion dollars in profit? n n They discovered a simple truth--and acted on it: Not all customers are the same, regardless of how they appear on the surface. n n 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. n n 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: n n- Develop a customer-centric strategy for your organization n- Understand the right way to think about customer lifetime value (CLV) n- Fine tune investments in customer acquisition, retention, and development tactics based on customer heterogeneity n- Foster a culture that sustains customer centricity, and also understand the link between CLV and market valuation n- 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.