- Series: Wharton Executive Essentials
- Paperback: 128 pages
- Publisher: Wharton Digital Press; 2 edition (May 15, 2012)
- Language: English
- ISBN-10: 9781613630167
- ISBN-13: 978-1613630167
- ASIN: 1613630166
- Product Dimensions: 5.5 x 0.4 x 8.5 inches
- Shipping Weight: 7.8 ounces (View shipping rates and policies)
- Average Customer Review: 54 customer reviews
- Amazon Best Sellers Rank: #77,932 in Books (See Top 100 in Books)
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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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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. In 2015, Fader co-founded Zodiac, a predictive analytics firm that was acquired by Nike in 2018. More recently, he co-founded Theta Equity Partners, which focuses on customer-based corporate valuation. Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and coauthor with Sarah E. Toms of the book The Customer Centricity Playbook. He 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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I also found the book to be written with a very passive aggressive tone, where the author is constantly saying that the conventional wisdom and the tried and trusted ways are all wrong, and he has the magic bullet to make everything better. The problem is that he provides no convincing evidence at all to support his claims. His constant message is "trust me, I am an expert.."
Specifically, there is no scientific evidence from either his research or anyone else's in this book to support his claims.
This book was written in 2011 and it hasn't aged well. Apple, a product-centric company is now one trillion dollars in market cap. I thought to myself, thank God, someone at Apple didn't listen to this author!
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.
I like Fader's thorough approach and analytical style. The book is an easy read, relatively short (which I appreciate)and very thought provoking. I strongly recommend it to any marketing strategist or CEO.
Very strategic book and at the same time - very easy readable and reasonably short.
Product centric vs customer centric
Customer Centricity is a deliberate strategy to get most valuable customers to serve and get most of the value
This book is a good reference for a business user.