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Customer Centricity: Focus on the Right Customers for Strategic Advantage (Wharton Executive Essentials) [Paperback]

Peter Fader
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

15 May 2012 Wharton Executive Essentials
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 insights to help you revamp your performance metrics, product development, customer relationship management and organization in order to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term.

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Product details

  • Paperback: 128 pages
  • Publisher: Wharton Digital Press; Second Edition edition (15 May 2012)
  • Language: English
  • ISBN-10: 1613630166
  • ISBN-13: 978-1613630167
  • Product Dimensions: 21.3 x 14 x 1 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 383,412 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

About the Author

Peter S. 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, The Wall Street Journal, The Economist, The Washington Post, and on NPR, among other media.

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
5.0 out of 5 stars Brief clear and to the point 29 Jan 2014
Format:Paperback|Verified Purchase
As a big fan of customer centricity I was very impressed by the clarity of this book. I would highly recommend it.
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Most Helpful Customer Reviews on (beta) 3.7 out of 5 stars  15 reviews
9 of 10 people found the following review helpful
1.0 out of 5 stars An unnecessarily long preach 29 Sep 2012
By ksng - Published on
Format:Paperback|Verified Purchase
Given Fader's reputation and extensive research work, I eagerly bought and went through the book only to come away completely disappointed with the lack of contents in it. To begin with, there is a lot of repetition in the book and the whole thing could have been written in 10 pages without any loss of content. The main technical message seems to be that customer lifetime value (CLV) must be computed after proper customer segmentation exercises, since customers are a heterogenous mix. Duh. On the more important question of _how_ we might actually compute CLVs in practice, we were referred to a paper on the author's home page, which isn't even publicly available!! I'm a practitioner faced with the challenge of helping my clients become more customer centric, and I'm sad to say I learned not one new thing from this book.
2 of 2 people found the following review helpful
4.0 out of 5 stars Know the concept but don't really understand what all the fuss is about... 11 Mar 2013
By David Laws - Published on
Format:Kindle Edition|Verified Purchase
Customer Centricity is one of those much talked about, almost much hyped, business concepts, that has been around a long time, but somehow has not really found it's place in most businesses.
Sure customers are important, but most organizations focus on the money. What they fail to see is that there is a better way to make more money. And that is by being Customer Centric.
This book offers some insight into what this really means for a company. Why you should - or should not - strive to become more customer centric, and it offers some useful, practical advice on how to move forward.
It does not answer all the questions you may have, and it does not give you a roadmap for implementation but if you need help getting folks in your company to better understand why this concept could be critical to the organisations' success in the future, maybe, just maybe this will help.
1 of 1 people found the following review helpful
5.0 out of 5 stars Solid, succinct, fresh look at customer-centricity 23 Nov 2013
By Amazon Customer - Published on
Format:Kindle Edition|Verified Purchase
If you thought that Apple, Nordstrorm, or Starbucks are customer-centric companies, read this short, well written book on the subject to discover why you were wrong. It is a terrific introduction to the often confusing concept of customer centricity. Fader starts off with a brief description of the "cracks" in the product-centric approaches. He then challenges the traditional view of the customer-centric strategy and provides an excellent guideline on how to benefit from this approach. It is a balance view of the concept and the author is clear that it may not work for all types of business. Strongly recommended for business managers.
1 of 1 people found the following review helpful
3.0 out of 5 stars Solid read 15 Nov 2013
By Craig G. - Published on
Format:Kindle Edition|Verified Purchase
A serviceable and efficient look at why customer- centric marketing has value in today's competitive environment. I do wish, like some of the other reviewers, Fader had spent more time on the math behind CLV.
3.0 out of 5 stars One idea spread over a book. 11 Jan 2014
By Robert J. Aiello - Published on
Format:Kindle Edition|Verified Purchase
The core idea -- that you have to focus on the right customers, is worth thinking about. The whole thing could, however, have been covered better in an article. Indeed, even at this very short length, the book feels padded.
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