The customer centricity playbook : implement a winning strategy driven by customer lifetime value / Peter Fader and Sarah Toms.

Format:

Book

Author/Creator:

Fader, Peter S., author.

Toms, Sarah, author.

Language:

English

Subjects (All):

Customer relations.

Management.

Physical Description:

xiv, 120 pages : illustrations ; 22 cm

Place of Publication:

Philadelphia : Wharton Digital Press, [2018]

Summary:

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 stopwasting 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.

Contents:

Setting a Strategic Course to Maximize Customer Value

Customer Acquisition and Growing Your Best Customer Base

Using Customer Centricity to Tune Retention and Development Tactics

CRM's Place in Creating a Value-Based Strategy

The Role of Customer Centricity in Corporate Valuation

Agile Change Management and Customer Centricity

Conclusion: Customer Centricity from Concept to Playbook to Action

About the Authors.

Notes:

Includes bibliographical references (pages 105-112) and index.

ISBN:

9781613630907

1613630905

OCLC:

1079419496