Overview

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?; and Which products help you acquire and retain your best customers?

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"Michael Ross is a data agitator: he is currently SVP, Retail Data Science, at EDITED, and a non-executive director at Sainsbury's Bank, Domestic & General, and N Brown Group plc. He has cofounded businesses including eCommera, DynamicAction, and figleaves.com, and was also a consultant at McKinsey and Company. Michael has an MA in mathematics from the University of Cambridge. He is also an executive fellow at London Business School, and is on the commercial board of the Turing Institute. 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. 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. He has worked with market research firms and their clients on the development of marketing analytics solutions for new product sales forecasting and marketing mix analysis. He has collaborated extensively with Peter Fader, developing a number of key customer analytics tools for computing customer lifetime value (CLV) that have been used by thousands of data scientists and researchers around the world. He teaches courses on customer and marketing analytics, and the data-driven enterprise. Walter Dixon is a winner of Audible's ""#1 Editor's Choice and Customer Favorites"" award. He has narrated more than 200 audiobooks; performed in musical theater, drama and opera productions, and professional stand-up comedy; and voiced commercials, corporate videos, animated features, vintage radio dramas, and audio tours for the Guggenheim and other museums."

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