TY  - BOOK
AU  - Fader,Peter
AU  - Toms,Sarah E.
TI  - The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value 
SN  - 9781613630914
PY  - 2018///]
CY  - Philadelphia : 
PB  - University of Pennsylvania Press, 
KW  - Customer relations-Management
KW  - Freading eBooks
KW  - BUSINESS & ECONOMICS / Customer Relations
KW  - bisacsh
KW  - best customers
KW  - consumer behavior
KW  - customer acquisition
KW  - customer experience
KW  - customer lifetime value
KW  - customer loyalty
KW  - customer relations
KW  - customer relationship management
KW  - customer retention
KW  - customer satisfaction
KW  - customer service
N1  - Frontmatter --; Contents --; Preface --; Introduction --; Chapter 1 Setting a Strategic Course to Maximize Customer Value --; Chapter 2 Customer Acquisition and Growing Your Best Customer Base --; Chapter 3 Using Customer Centricity to Tune Retention and Development Tactics --; Chapter 4 CRM’s Place in Creating a Value-Based Strategy --; Chapter 5 The Role of Customer Centricity in Corporate Valuation --; Chapter 6 Agile Change Management and Customer Centricity --; Conclusion: Customer Centricity from Concept to Playbook to Action --; Notes --; Index --; About the Authors --; About Wharton School Press --; About The Wharton School; restricted access
N2  - 2019 AXIOM BUSINESS BOOK AWARD WINNERFeatured in Forbes, NPR's Marketplace, and a Google Talk, The Customer Centricity Playbook offers "actionable insights to drive immediate value," according to Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google. 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.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 also understand the link between CLV and market valuation Understand customer relationship management (CRM) systems, as they are a vital underpinning for all these areas through the valuable insights they provide Fader's first book, Customer Centricity, quickly became a go-to for readers interested in focusing on the right customers for strategic advantage. In this new book, Fader and Toms offer a true playbook for companies of all sizes that want to create and implement a winning strategy to acquire, develop, and retain customers for the greatest value."A must-read."—Aimee Johnson, Chief Marketing Officer, Zillow"The Customer Centricity Playbook offers fundamental insights to point organizations of any size in the right direction."—Rob Markey, Partner, Bain & Company, Inc., and coauthor, The Ultimate Question 2.0"Peter Fader and Sarah Toms offer transformative insights that light the path for business leaders."—Susan Johnson, Chief Marketing Officer, SunTrust Banks
UR  - https://doi.org/10.9783/9781613630914?locatt=mode:legacy
UR  - https://www.degruyter.com/isbn/9781613630914
UR  - https://www.degruyter.com/document/cover/isbn/9781613630914/original
ER  -