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 more.
Brief description: Born and raised in Queens, NYC, Steve Menasche is a child of Egyptian and German immigrants. He completed BS studies in percussion from Brooklyn College Conservatory of Music as well as his minor in theater. He was also a student at Manhattan School of Music, Third Street Music Settlement, and American Conservatory Theatre. He has toured the world three times, was a member of New York City's American Folk Theatre for two years, narrated over 250 audiobooks, performed countless voice-overs for major brands, appeared in national commercial campaigns, and continues to perform as both an actor and musician/composer. He previously owned and taught hapkido and jujutsu in San Francisco and continues to teach when his old knees allow.