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

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. He is the co-founder of Theta Equity Partners, which focuses on customer-based corporate valuation and is also the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage.

Sarah E. Toms is executive director and co-founder of Wharton Interactive. She has spent more than twenty years as a leader in the technology sphere, and was an entrepreneur for more than a decade, founding companies that built global CRM, product development, productivity management, and financial systems.

“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
 

“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

“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

“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

“Required reading for leadership teams, as well as marketing and sales executives.” —Matthew Derella, Global Vice President, Revenue and Content Partnerships, Twitter

“Mercifully light on technical business jargon [and] easily digestible. In addition, the authors don’t shy away from shattering conventional wisdom... An authoritative introduction to customer-centric business strategies.” —Kirkus Reviews