Customer Centricity: What It Is, What It Isn't, and Why It Matters
de Peter Fader
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 a roadmap for revamping your organization, performance metrics, and product development in order to make sure you meet the needs of your most valuable customers. In Wharton Executive Education Customer Centricity Essentials, you will learn how the strategies underlying customer centricity can help your company gain a competitive advantage in today’s challenging business environment; how to calculate what customers are really worth, individually and collectively; how you can use customer-centric perspectives to make smarter, more strategic decisions for your company; how the well-intended idea of customer relationship management lost its way and what your company can do to put it back on track and use it productively; and why Walmart, Costco, Starbucks, Apple, Nordstrom, and other companies may be leaving money on the table--and how you can avoid that pitfall.