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Friday, August 10, 2018

Customer Centricity Playbook

Forthcoming in October, sign up for alert at the link:

The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customr Lifetime Value    By Peter Fader and Sarah Toms

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 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 .... "     

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