The customer-base audit : the first step on the journey to customer centricity / Peter Fader, Bruce G. S. Hardie, and Michael Ross.

Format:

Book

Author/Creator:

Fader, Peter S., author.

Hardie, Bruce G. S., author.

Ross, Michael, author.

Language:

English

Subjects (All):

Consumer behavior--Auditing.

Consumer behavior.

Consumer behavior--Research.

Marketing research.

Auditing.

Customer relations.

Physical Description:

1 online resource (219 pages)

Edition:

First edition.

Place of Publication:

Philadelphia, PA : Wharton School Press, [2022]

Biography/History:

Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. Bruce Hardie is a Professor of Marketing at London Business School. For most of his career, his research has focused on developing tools for analyzing customer and marketing data. Michael Ross is a data agitator: he is currently SVP retail data science at EDITED, and a non-exec director at Sainsbury's Bank, Domestic & General and N Brown Group plc.

Summary:

As a leader in your organization, you will be very familiar with your organization’s key financial statements and monthly management reports. You may have spent countless hours discussing budgets and expenditures.But how much time have you spent reflecting on the fact that these revenues are generated by actual customers—the people who pull out their wallets and pay for your products and services? In The Customer-Base Audit: The First Step on the Journey to Customer Centricity, experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers’ buying behavior as well as the health of your overall customer base.A customer-base audit is a systematic review of the buying behavior of a firm’s customers using data captured by its transaction systems. It will help you answer questions such as:-- How healthy is your customer base? How realistic are your growth objectives?-- How do your customers differ in terms of their behavior and value?-- How has the quality of your customers changed over time?-- What changes in customer behavior lie behind period-to-period changes in firm performance?-- What is important to your high-value customers? Which products help you acquire and retain your best customers?Fader, Hardie, and Ross present five “lenses” through which an executive can address questions like those above. The answers are often lurking in various parts of the organization, but it is rare to find all the relevant analyses in one place, let alone performed on a regular basis (as an audit should be). Yet without such a basic, systematic understanding of the foundations of the firm’s primary source of cash flow, how can executives make informed decisions?Fader, a Wharton professor, is the author of Customer Centricity and coauthor of The Customer Centricity Playbook, both of which have helped businesses radically rethink how they relate to customers. In this first step of the journey, Fader, Hardie, and Ross assist leaders in gaining a fundamental understanding of their customers’ buying behavior—and thus their company as a whole.

Contents:

Frontmatter

Contents

Acknowledgments

Introduction. Why a Customer-Base Audit?

Chapter 1 Setting the Scene

Chapter 2 The Data Cube and the Five Lenses

Chapter 3 How Different Are Your Customers?

Chapter 4 What Changed Since Last Period?

Chapter 5 How Does Customer Behavior Evolve?

Chapter 6 Comparing and Contrasting Cohort Performance

Chapter 7 How Healthy Is Our Customer Base?

Chapter 8 Bringing Back the Product Dimension

Chapter 9 Variations on a Theme

Conclusion: From Audit to Action

Notes

Index

About the Authors

About Wharton School Press

About the Wharton School

Notes:

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

Description based on print version record.

ISBN:

9781613631591

1613631596

OCLC:

1353269973