The Customer Centricity Playbook : : Implement a Winning Strategy Driven by Customer Lifetime Value / / Peter Fader, Sarah E. Toms.

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 gl...

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Superior document:Title is part of eBook package: De Gruyter University of Pennsylvania Press Complete eBook-Package 2018
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Place / Publishing House:Philadelphia : : University of Pennsylvania Press, , [2018]
©2018
Year of Publication:2018
Language:English
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Physical Description:1 online resource (136 p.)
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100 1 |a Fader, Peter,   |e author.  |4 aut  |4 http://id.loc.gov/vocabulary/relators/aut 
245 1 4 |a The Customer Centricity Playbook :  |b Implement a Winning Strategy Driven by Customer Lifetime Value /  |c Peter Fader, Sarah E. Toms. 
264 1 |a Philadelphia :   |b University of Pennsylvania Press,   |c [2018] 
264 4 |c ©2018 
300 |a 1 online resource (136 p.) 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
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505 0 0 |t Frontmatter --   |t Contents --   |t Preface --   |t Introduction --   |t Chapter 1 Setting a Strategic Course to Maximize Customer Value --   |t Chapter 2 Customer Acquisition and Growing Your Best Customer Base --   |t Chapter 3 Using Customer Centricity to Tune Retention and Development Tactics --   |t Chapter 4 CRM’s Place in Creating a Value-Based Strategy --   |t Chapter 5 The Role of Customer Centricity in Corporate Valuation --   |t Chapter 6 Agile Change Management and Customer Centricity --   |t Conclusion: Customer Centricity from Concept to Playbook to Action --   |t Notes --   |t Index --   |t About the Authors --   |t About Wharton School Press --   |t About The Wharton School 
506 0 |a restricted access  |u http://purl.org/coar/access_right/c_16ec  |f online access with authorization  |2 star 
520 |a 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 
538 |a Mode of access: Internet via World Wide Web. 
546 |a In English. 
588 0 |a Description based on online resource; title from PDF title page (publisher's Web site, viewed 28. Feb 2023) 
650 0 |a Customer relations-Management. 
650 0 |a Freading eBooks. 
650 7 |a BUSINESS & ECONOMICS / Customer Relations.  |2 bisacsh 
653 |a best customers. 
653 |a consumer behavior. 
653 |a customer acquisition. 
653 |a customer experience. 
653 |a customer lifetime value. 
653 |a customer loyalty. 
653 |a customer relations. 
653 |a customer relationship management. 
653 |a customer retention. 
653 |a customer satisfaction. 
653 |a customer service. 
700 1 |a Toms, Sarah E.,   |e author.  |4 aut  |4 http://id.loc.gov/vocabulary/relators/aut 
773 0 8 |i Title is part of eBook package:  |d De Gruyter  |t University of Pennsylvania Press Complete eBook-Package 2018  |z 9783110606638 
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856 4 0 |u https://www.degruyter.com/isbn/9781613630914 
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