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Customer Centricity: Focus on the Right Customers for Strategic Advantage (Wharton Executive Essentials) Paperback – May 15, 2012

4.1 out of 5 stars 41 customer reviews

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Editorial Reviews

About the Author

Peter S. Fader is the Frances and Pei-Yuan Chia Professor of Marketing at the Wharton School of the University of Pennsylvania. He is also the Co-Director of the Wharton Customer Analytics Initiative, an academic research center focused on fostering productive collaborations between data-driven firms and top academic researchers around the world. Fader has been quoted or featured in The New York Times, The Wall Street Journal, The Economist, The Washington Post, and on NPR, among other media.
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Product Details

  • Series: Wharton Executive Essentials
  • Paperback: 128 pages
  • Publisher: Wharton Digital Press; Second Edition edition (May 15, 2012)
  • Language: English
  • ISBN-10: 1613630166
  • ISBN-13: 978-1613630167
  • Product Dimensions: 5.5 x 0.3 x 8.5 inches
  • Shipping Weight: 7.8 ounces (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (41 customer reviews)
  • Amazon Best Sellers Rank: #231,204 in Books (See Top 100 in Books)

Customer Reviews

Top Customer Reviews

Format: Paperback Verified Purchase
Given Fader's reputation and extensive research work, I eagerly bought and went through the book only to come away completely disappointed with the lack of contents in it. To begin with, there is a lot of repetition in the book and the whole thing could have been written in 10 pages without any loss of content. The main technical message seems to be that customer lifetime value (CLV) must be computed after proper customer segmentation exercises, since customers are a heterogenous mix. Duh. On the more important question of _how_ we might actually compute CLVs in practice, we were referred to a paper on the author's home page, which isn't even publicly available!! I'm a practitioner faced with the challenge of helping my clients become more customer centric, and I'm sad to say I learned not one new thing from this book.
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By Craig G. on November 15, 2013
Format: Kindle Edition Verified Purchase
A serviceable and efficient look at why customer- centric marketing has value in today's competitive environment. I do wish, like some of the other reviewers, Fader had spent more time on the math behind CLV.
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Format: Kindle Edition Verified Purchase
Customer Centricity is one of those much talked about, almost much hyped, business concepts, that has been around a long time, but somehow has not really found it's place in most businesses.
Sure customers are important, but most organizations focus on the money. What they fail to see is that there is a better way to make more money. And that is by being Customer Centric.
This book offers some insight into what this really means for a company. Why you should - or should not - strive to become more customer centric, and it offers some useful, practical advice on how to move forward.
It does not answer all the questions you may have, and it does not give you a roadmap for implementation but if you need help getting folks in your company to better understand why this concept could be critical to the organisations' success in the future, maybe, just maybe this will help.
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Format: Kindle Edition Verified Purchase
The core idea -- that you have to focus on the right customers, is worth thinking about. The whole thing could, however, have been covered better in an article. Indeed, even at this very short length, the book feels padded.
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Format: Paperback Verified Purchase
This book is well written and straightforward. The concept is simple: choose which customers to please, and don't try to keep the customers that are awful for your business. But while this idea has been around for over a decade, there are still many businesses that need this lesson. This is a quick read and very persuasive. I have already lent it to a few people who enjoyed it and found it useful. Well worth it to purchase this book.
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Format: Kindle Edition Verified Purchase
If you thought that Apple, Nordstrorm, or Starbucks are customer-centric companies, read this short, well written book on the subject to discover why you were wrong. It is a terrific introduction to the often confusing concept of customer centricity. Fader starts off with a brief description of the "cracks" in the product-centric approaches. He then challenges the traditional view of the customer-centric strategy and provides an excellent guideline on how to benefit from this approach. It is a balance view of the concept and the author is clear that it may not work for all types of business. Strongly recommended for business managers.
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Format: Kindle Edition Verified Purchase
There is a professor-like quality to this short book, which I enjoyed. It is a bit repetitive, even in this format, in terms of comparing product-centric and customer-centric organizations, and I felt the meatier last third saved it, for me at least. I really like author Fader's description of what categories of businesses are best suited to each approach. I will use some of the examples from this book in my graduate marketing teaching. (Including the Nordstrom returned-tires story and analysis!)
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Format: Paperback Verified Purchase
A book worth reading that focuses on influencing and selling to the right audience, customer group, is critical to know how to find and access appropriately. This is a book of information about using one's brain to open all options of how to strategize approaches to customers and to understand their emotional buying patterns and beliefs, and how to focus sales on those specific patterns.
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