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Customer Centricity: Focus on the Right Customers for Strategic Advantage

Book Description

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.

Table of Contents

  1. Praise for Customer Centricity
  2. The Wharton Executive Essentials Series
  3. Introduction
    1. Not All Customers Are Created Equal
    2. A Path to Customer Centricity
  4. Chapter 1: Product Centricity: Cracks in the Foundation
    1. In this chapter:
    2. What Is Product Centricity?
    3. Why Are There Cracks in the Foundation of Product Centricity?
    4. Why Does Being Customer Friendly Fall Short of Being Truly Customer Centric?
  5. Chapter 2: Customer Centricity: The New Model for Success
    1. In this chapter:
    2. What Is Customer Centricity?
    3. What Are the Challenges Associated with Customer Centricity?
      1. The Organizational Challenge
      2. The Financial Challenge
    4. The Paradox of Customer Centricity: What about Your Other Customers?
  6. Chapter 3: Customer Equity: New Views on Value
    1. In this chapter:
    2. What Is Brand Equity?
    3. What Is Customer Equity?
    4. Which Companies Are More Likely to Find Value in Customer Equity?
  7. Chapter 4: Customer Lifetime Value: The Real Worth of Your Customers
    1. In this chapter:
    2. What Is Customer Lifetime Value?
    3. What Can CLV Do for Your Company?
    4. Why Are Traditional Approaches to CLV Calculations Flawed?
    5. How Can Customer Segmentation Create More Accurate CLV Calculations?
    6. A Quick Discussion about Noncontractual Businesses
  8. Chapter 5: Customer Relationship Management: The First Step Toward Customer Centricity
    1. In this chapter:
    2. How Does Customer Relationship Management (CRM) Serve Customer Centricity?
    3. What Is CRM-and What Should It Actually Do?
    4. Why Is CRM Just the First Step Toward Success in Customer Centricity?
  9. Conclusion
    1. The 4 Tenets of Customer Centricity
  10. Acknowledgments
  11. About the Author
  12. About Wharton Digital Press
  13. About The Wharton School
  14. Wharton on Marketing
  15. Credits and Copyright
    1. Author
    2. Publisher
    3. Copyright