"A fantastic 360⁰ analysis of how companies become truly customer-centric, The Customer Centricity Playbook is required reading.” —Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google


"A must-read, The Customer Centricity Playbook, by Peter Fader and Sarah Toms... gives executives tools to drive growth.” —Aimee Johnson,
Senior Vice President, Digital Customer Experience, Starbucks


“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
 


“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


“Essential reading for those who aspire to market leadership, regardless of industry.” —Joshua Kanter, Chief Marketing Officer, PetSmart


“Peter Fader and Sarah Toms offer transformative insights that light the path for business leaders.” —Susan Johnson, Chief Marketing Officer, SunTrust Banks


“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

"Required reading for leadership teams, as well as marketing and sales executives."

"Essential reading for those who aspire to market leadership, regardless of industry."

"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."

"The Customer Centricity Playbook offers fundamental insights to point organizations of any size in the right direction."

"I read The Customer Centricity Playbook by Peter Fader and Sarah Toms in a single sitting."

"A fantastic 360-degree analysis of how companies become truly customer-centric, The Customer Centricity Playbook is required reading."

"A must-read."

"Peter Fader and Sarah Toms offer transformative insights that light the path for business leaders."

2018-10-22

A detailed strategy focuses on making a business efficiently responsive to customers.

In his debut book, Fader (Customer Centricity, 2012) made the case that an emphasis on customer satisfaction was a superior scheme to one that concentrated on product. In this work, he and debut author Toms fully explicate the meaning of such a tactic—"customer centricity"—and argue that it's more commonly embraced than understood. The authors define customer centricity as "a strategy that aligns the development and delivery of a company's products and services with the current and future needs of its highest valued customers in order to maximize these customers' long-term financial value to the firm." A business's patrons aren't homogenous and shouldn't be treated as such—some simply promise more overall value, or "customer goodness," over time. The authors describe a "predictive measurement" that allows one to estimate the total future benefit likely generated by a consumer: "customer lifetime value." The authors recommend and thoroughly explain, in language mercifully light on technical business jargon, a "customer relationship management" system that governs both the acquisition and retention of consumers and relies on the targeted use of available data and the efficient allocation of limited resources. In addition, they apply their assessment of customer worth to an impressively comprehensive approach to corporate valuation that essentially includes the patron base as a measurable asset. The knowledge and expertise of this authorial pair are beyond reproach: "Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania," and "Toms is executive director and cofounder of Wharton Interactive." For such a brief monograph, an extraordinarily vast intellectual landscape is covered in a way that is easily digestible. In addition, the authors don't shy away from shattering conventional wisdom, especially evident in their treatment of demographic segmentation and personas as marketing tools. This should become an authoritative introduction to customer-centric business strategies.

A rigorous and lucid contribution to the literature on contemporary marketing theory.