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


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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: 6.4 ounces (View shipping rates and policies)
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (32 customer reviews)
  • Amazon Best Sellers Rank: #112,548 in Books (See Top 100 in Books)

Customer Reviews

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Most Helpful Customer Reviews

20 of 24 people found the following review helpful By ksng on September 29, 2012
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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6 of 6 people found the following review helpful 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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4 of 4 people found the following review helpful By David Laws on March 11, 2013
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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3 of 3 people found the following review helpful By Amazon Customer (atp) on November 22, 2013
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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2 of 2 people found the following review helpful By J. R. on July 9, 2013
Format: Kindle Edition Verified Purchase
As a 6 time CEO, I am now hitting my head against the wall wondering why I haven't read this until now. I will be implementing these processes in my current business, because even though we had a customer centric strategy in my last company we obviously left value creation on the table because we didn't do as much as we could to really implement customer centricity, this book transforms my thought processes and lays a foundation for a new much higher level of success. Can't wait to work with my team to implement his ideas!
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2 of 2 people found the following review helpful By Aaardvark on January 11, 2014
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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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1 of 1 people found the following review helpful By Marc A Feigen on April 27, 2014
Format: Paperback
Peter Fader's Customer Centricity may be the worst business book I have ever read. As a management consultant who helps Fortune 500 companies create industry leading value, I found nothing helpful in this thin volume -- thin in size and thinner in content. To begin, Fader argues that most companies are organized around product. Really? Yes, in 1950. Not today. He argues that great customer service firms like Nordstroms and others should distinguish among customers. Little new here, except a vague and unexplained notion that focusing on the very best customers leads to profits -- a claim he sings again and again but fails to back up. Burger King (my example) recovered by focusing on its best customers -- those who like to eat a large burger. But in so doing it lost the wellness menu battle to McDonald's. Profitable perhaps. A recipe for other companies? Doubtful. Give this book a miss unless Fader comes out with a longer volume with empirical facts; until then his are without interest.
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2 of 2 people found the following review helpful By Rahul Thapan on December 11, 2013
Format: Kindle Edition Verified Purchase
The author must give some examples and numbers to facilitate a better understanding of the concept. Specially Customer Lifetime Value
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