The Customer Centricity Playbook

The Customer Centricity Playbook PDF Author: Peter Fader
Publisher:
ISBN: 9781613630907
Category : Business & Economics
Languages : en
Pages : 136

Book Description
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 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. ALSO AVAILABLE: Peter Fader's Customer Centricity offers an introduction to the subject. The Customer Centricity Playbook shows customer centricity converts where to get started. "A fantastic 360-degree analysis of how companies become truly customer-centric.... Required reading." --Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google "A must-read." --Aimee Johnson, Senior Vice President, Digital Customer Experience, Starbucks "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 "Required reading for leadership teams, as well as marketing and sales executives." --Matthew Derella, Global Vice President, Revenue and Content Partnerships, Twitter "If you struggle with customer engagement or are ready to better acquaint yourself with your customers, Peter Fader and Sarah Toms' new book The Customer Centricity Playbook is a must-read." --Jacqueline Parkes, Chief Marketing Officer and EVP, Digital Studios, MTV, VH1 & Logo "Peter Fader and Sarah Toms offer transformative insights that light the path for business leaders." --Susan Johnson, Chief Marketing Officer, SunTrust Banks "Essential reading for those who aspire to market leadership, regardless of industry." --Joshua Kanter, Chief Marketing Officer, PetSmart "I read The Customer Centricity Playbook by Peter Fader and Sarah Toms in a single sitting." --Robbie Kellman Baxter, Consultant, Peninsula Strategies, and Author, The Membership Economy

The Customer Centricity Playbook

The Customer Centricity Playbook PDF Author: Peter Fader
Publisher: University of Pennsylvania Press
ISBN: 1613630913
Category : Business & Economics
Languages : en
Pages : 136

Book Description
2019 AXIOM BUSINESS BOOK AWARD WINNER Featured 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

Customer Centricity

Customer Centricity PDF Author: Peter Fader
Publisher: University of Pennsylvania Press
ISBN: 1613631022
Category :
Languages : en
Pages : 150

Book Description
A powerful call to action, Wharton professor Peter Fader's book, Customer Centricity, upends some of our most fundamental beliefs about customer service, customer relationship management, and customer lifetime value. Fader advocates that in the world of customer centricity, there are good customers ... and then there is pretty much everybody else.

Customer Centricity

Customer Centricity PDF Author: Peter Fader
Publisher: University of Pennsylvania Press
ISBN: 1613631448
Category : Business & Economics
Languages : en
Pages : 150

Book Description
A powerful call to action, Customer Centricity upends some of our most fundamental beliefs about customer service, customer relationship management, and customer lifetime value.Despite what the old adage says, the customer is not always right. Even companies that can seemingly do no wrong--like the coffeehouse giant Starbucks--have only recently started to figure this out.Starbucks is one of many companies that has successfully executed a pivot that puts the company in a customer-centric mindset, an approach that Wharton professor Peter Fader describes in Customer Centricity. Fader advocates that in the world of customer centricity, there are good customers ... and then there is pretty much everybody else. In a new preface and afterword to Customer Centricity, Fader reflects on how the landscape has changed over nearly a decade since he first proposed that businesses radically rethink how they relate to customers. Using examples from Starbucks, Nordstrom, and more, Fader provides insights to help you understand: Why customer centricity is the new model for success in today's data-driven environment. How the ideas of brand equity and customer asset value help us understand what kinds of companies naturally lend themselves to the customer-centric model and which ones don't; Why the traditional models for determining the value of individual customers are flawed; How executives can use customer lifetime value (CLV) and other customer-centric data to make smarter decisions about their companies; How the well-intended idea of customer relationship management (CRM) lost its way--and how your company can properly put CRM to use; How customer centricity will help you realign your performance metrics, product development, customer relationship management and organization to make sure you focus directly on the needs of your most valuable customers and increase profits for the long term. ALSO AVAILABLE: Once Fader convinces you of the value of customer centricity in this book, The Customer Centricity Playbook, with Sarah Toms, will show you where to get started to bring it to the forefront of your organization.THE WHARTON EXECUTIVE ESSENTIALS SERIES The Wharton Executive Essentials series from Wharton School Press brings the ideas of the Wharton School's thought leaders to you wherever you are. Inspired by Wharton's Executive Education program, each book is authored by globally renowned faculty and filled with real-life business examples and actionable advice. Wharton Executive Essentials guides offer a quick-reading, penetrating, and comprehensive summary of the knowledge leaders need to excel in today's competitive business environment and capture tomorrow's opportunities.

The Customer-Base Audit

The Customer-Base Audit PDF Author: Peter Fader
Publisher: University of Pennsylvania Press
ISBN: 1613631596
Category : Business & Economics
Languages : en
Pages : 218

Book Description
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? Which products help you acquire and retain your best customers? Fader, Hardie, and Ross present five "lenses" through which an executive can address questions like those above. The answers are often lurking in various parts of the organization, but it is rare to find all the relevant analyses in one place, let alone performed on a regular basis (as an audit should be). Yet without such a basic, systematic understanding of the foundations of the firm's primary source of cash flow, how can executives make informed decisions? Fader, a Wharton professor, is the author of Customer Centricity and coauthor of The Customer Centricity Playbook, both of which have helped businesses radically rethink how they relate to customers. In this first step of the journey, Fader, Hardie, and Ross assist leaders in gaining a fundamental understanding of their customers' buying behavior--and thus their company as a whole.

The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave PDF Author: Robbie Kellman Baxter
Publisher: McGraw Hill Professional
ISBN: 1260458717
Category : Business & Economics
Languages : en
Pages : 256

Book Description
Develop and cultivate the kind of robust, long-term customer relationships that power companies like Nike, Spotify, LinkedIn, and Target More and more companies are concluding that the potential rewards of subscription-based products and services are worth the risk of radically changing their business models. They’re correct. The Membership Economy is here and it’s here to stay—and if you want to compete for the long run, you need to join it. Strategy consultant Robbie Kellman Baxter has been helping companies excel in this business environment for more than a decade. Now, in The Forever Transaction, she reveals all her secrets. Whatever industry you’re in, Baxter provides the inspiration, tools, and insight you need to build and execute a business model that will leave your competition in the dust. You’ll find out how industry leaders like Under Armour, Microsoft, and Netflix have created an ever-expanding customer base of loyal subscribers―and are keeping them coming back. You’ll learn how to lead your organization through every step of the process―from initial start-up to new product testing, scaling for long-term growth and sustainability to revamping your culture so everyone works together to optimize customer lifetime value. You’ll also master all the essentials of succeeding in the Membership Economy, like subscription pricing, Software-as-a-Service, digital community engagement, and freemium incentives as a way to turn casual browsers into cash-paying super-users. With The Forever Transaction, you have everything you need to build durable, long-term relationships with every customer, and leverage them for ultimate business success―today, tomorrow, and forever.

The Post-pandemic Business Playbook

The Post-pandemic Business Playbook PDF Author: Ofer Mintz
Publisher: Springer Nature
ISBN: 9811658684
Category : Consumer behavior
Languages : en
Pages : 234

Book Description
COVID-19 forced a dramatic change to customer behavior that resulted in an economic crisis not witnessed by anyone alive. Businesses can no longer operate as before because their customers are no longer operating as before. This book provides customer-centric based guidance for how businesses should adapt to this new reality, deriving insights from academic research, case studies, interviews, and best practice examples from around the world. As validated by hundreds of top-level executives, its readers will gain a better understanding of why customer behavior has changed so they can use the books solutions to navigate through and succeed in the post COVID-19 future.

The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave

The Forever Transaction: How to Build a Subscription Model So Compelling, Your Customers Will Never Want to Leave PDF Author: Robbie Kellman Baxter
Publisher: McGraw-Hill Education
ISBN: 9781260458701
Category : Business & Economics
Languages : en
Pages : 256

Book Description
Develop and cultivate the kind of robust, long-term customer relationships that power companies like Nike, Spotify, LinkedIn, and Target More and more companies are concluding that the potential rewards of subscription-based products and services are worth the risk of radically changing their business models. They’re correct. The Membership Economy is here and it’s here to stay—and if you want to compete for the long run, you need to join it. Strategy consultant Robbie Kellman Baxter has been helping companies excel in this business environment for more than a decade. Now, in The Forever Transaction, she reveals all her secrets. Whatever industry you’re in, Baxter provides the inspiration, tools, and insight you need to build and execute a business model that will leave your competition in the dust. You’ll find out how industry leaders like Under Armour, Microsoft, and Netflix have created an ever-expanding customer base of loyal subscribers―and are keeping them coming back. You’ll learn how to lead your organization through every step of the process―from initial start-up to new product testing, scaling for long-term growth and sustainability to revamping your culture so everyone works together to optimize customer lifetime value. You’ll also master all the essentials of succeeding in the Membership Economy, like subscription pricing, Software-as-a-Service, digital community engagement, and freemium incentives as a way to turn casual browsers into cash-paying super-users. With The Forever Transaction, you have everything you need to build durable, long-term relationships with every customer, and leverage them for ultimate business success―today, tomorrow, and forever.