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 a roadmap for revamping your organization, performance metrics, and product development in order to make sure you meet the needs of your most valuable customers.
In Wharton Executive Education Customer Centricity Essentials, you will learn how the strategies underlying customer centricity can help your company gain a competitive advantage in today’s challenging business environment; how to calculate what customers are really worth, individually and collectively; how you can use customer-centric perspectives to make smarter, more strategic decisions for your company; how the well-intended idea of customer relationship management lost its way and what your company can do to put it back on track and use it productively; and why Walmart, Costco, Starbucks, Apple, Nordstrom, and other companies may be leaving money on the table and how you can avoid that pitfall.
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Peter 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, 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.”Review:
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
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Book Description Wharton Digital Press, 2011. Paperback. Book Condition: New. Never used!. Bookseller Inventory # P111613630077