Overview

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 executive 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 more.

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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. In 2015, Fader cofounded Zodiac, a predictive analytics firm that was acquired by Nike in 2018. More recently, he cofounded Theta Equity Partners, which focuses on customer-based corporate valuation. Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and coauthor, with Sarah Toms, of The Customer Centricity Playbook. He has been quoted or featured in the New York Times, the Wall Street Journal, the Economist, and the Washington Post, and on NPR, among other media. Sarah Toms is Executive Director and cofounder of Wharton Interactive. She is a demonstrated thought leader in the educational technology field, fueled by a passion to find and develop innovative ways to make every learning environment active, engaging, more meaningful, and learner-centered. Her drive to modernize, transform, and democratize education led Sarah and her team to coinvent simpl.world, an open source simulation framework. She has spent more than twenty years as a leader in the technology sphere, and was an entrepreneur for over a decade, founding companies that built global CRM, product development, productivity management, and financial systems. In addition, she is coauthor, with Peter Fader, of The Customer Centricity Playbook. She is dedicated to supporting women and girls in the technology field through her work with the Women in Tech Summit and techgirlz.org. Steve Menasche is a conservatory-trained actor, musician, and martial artist who has toured the world with West Side Story, Jesus Christ Superstar, and the American Folk Theatre. As a voice actor, he has completed over 140 audiobooks and has been featured in national radio and television campaigns. As a musician, Steve records and performs with the San Francisco Free Jazz Collective.

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