The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value

Peter Fader · Sarah Toms

Jun 2019 · Gildan Media · Narrated by Steve Menasche

About this audiobook

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 more.

Ratings and reviews

Well structured and thoroughly researched book that helps develop optimal tactics for customer acquisition development and retention - highly recommend for all in commercial roles!

About the author

Sarah Toms is Executive Director and cofounder of Wharton Interactive. She was an entrepreneur for more than a decade, founding companies that built global CRM, product development, productivity management, and financial systems. Steve Menasche is a conservatory-trained actor, musician, and martial artist who has toured the world with West Side Story, Jesus Christ Superstar, and the American Folk Theatre. As a voice actor, he has completed over 250 audiobooks and has been featured in national radio and television campaigns.