Peter Fader: Customer Centricity is Not About The Customer
Wharton School Professor of Marketing Peter Fader sometimes wishes he never used the words \u201cCustomer Centricity\u201d in his first book, Customer Centricity, and his latest, The Customer Centricity Playbook. Because, to him, it\u2019s not about THE customer, or even all customers. Rather, it\u2019s about using data to figure out who are your most valuable customers. Those are the ones to center around. Fader joins the podcast for a discussion about the quantitative (or math) side of customer centricity and why we should all be celebrating \u201ccustomer heterogeneity.\u201d\n\nListen to this episode to learn:\n\u2022 Why CMOs should be thinking like CFOs and embrace customer-based corporate valuation and customer lifetime value (CLTV)\n\n\u2022 The actuarial science of predicting customer behavior and \u201cbuy till you die\u201d models\n\n\u2022 Why many companies are paralyzed with fear that they might suffer a viral customer service mishap and become the next \u201cUnited Breaks Guitars\u201d \n\n\u2022 How the valuations of IPOs like Lyft, Slack, Blue Apron, and Uber look different when you filter them through the customer lens \n\n\u2022 The one piece of advice Fader would give to marketers and executives\n\nFor more information: petefader.com