Customer Centricity: Focus on the Right Customers for Strategic Advantage (Wharton Executive Essentials)

by Peter Fader

CRM know-how-to reinforce relationships with customers, to understand the value of their customers, to identify the worthwhile ones and the dead weight, and to build operations and systems that will allow them to constantly fine-tune their understanding of the company’s principal source of profits and growth. No, not “the customer.” But rather, their customers-a broad mix of individuals, with different needs to fulfill and different value to the company and different responsiveness to marketing action.