How Best Buy, Electronic Arts, and Other Companies Are Leading in the Customer Centricity Movement

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“A fantastic 360⁰ analysis of how companies become truly customer-centric… Required reading.” —NEIL HOYNE, Head of Customer Analytics and Chief Analytics Evangelist, GOOGLE

Peter Fader and Sarah Toms’ new book, THE CUSTOMER CENTRICITY PLAYBOOK, offers an insider’s guide to creating and implementing a winning strategy to acquire, develop, and retain customers for the greatest value.

Each organization discovered a simple truth—and acted on it: Not all customers are the same, regardless of how they appear on the surface. The most successful companies understand their best customers are their most valuable asset, and they tailor their acquisition, development, and retention efforts to those customers.

In THE CUSTOMER CENTRICITY PLAYBOOK, Wharton School professor Peter Fader and Wharton Interactive’s executive director Sarah Toms help you see your customers as individuals rather than a monolith, so you can stop wasting resources by chasing down product sales to each and every consumer.

Fader and Toms offer a 360-degree analysis of all the elements that support customer centricity within an organization. In this book, you will learn how to:

  • Develop a customer-centric strategy for your organization
  • Understand the right way to think about customer lifetime value (CLV)
  • Finetune investments in customer acquisition, retention, and development tactics based on customer heterogeneity
  • Foster a culture that sustains customer centricity, and also understand the link between CLV and market valuation
  • Understand customer relationship management (CRM) systems, as they are a vital underpinning for all these areas through the valuable insights they provide

Fader’s first book, CUSTOMER CENTRICITY, quickly became a go-to for readers interested in focusing on the right customers for strategic advantage. In this new book, Fader and Toms offer a true playbook for companies of all sizes that want to create and implement a winning strategy to acquire, develop, and retain customers for the greatest value.

With THE CUSTOMER CENTRICITY PLAYBOOK, you can make 2019 the year you go customer centric.



PETER 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 also the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage.

SARAH E. TOMS is executive director and co-founder of Wharton Interactive. She has spent more than twenty years as a leader in the technology sphere, and was an entrepreneur for more than a decade, founding companies that built global CRM, product development, productivity management, and financial systems.


“An authoritative introduction to customer-centric business strategies.”
—Kirkus Reviews

“A must-read.”
—Aimee Johnson, Senior Vice President, Digital Customer Experience, Starbucks

THE CUSTOMER CENTRICITY PLAYBOOK offers fundamental insights to point organizations of any size in the right direction.”
—Rob Markey, Partner, Bain & Company, Inc., and coauthor, The Ultimate Question 2.0

“Required reading for leadership teams, as well as marketing and sales executives.”
—Matthew Derella, Global Vice President, Revenue and Content Partnerships, Twitter

“If you struggle with customer engagement or are ready to better acquaint yourself with your customers, Peter Fader and Sarah Toms’ new book THE CUSTOMER CENTRICITY PLAYBOOK is a must-read.”
—Jacqueline Parkes, Chief Marketing Officer and EVP, Digital Studios, MTV, VH1 & Logo

“Peter Fader and Sarah Toms offer transformative insights that light the path for business leaders.”
—Susan Johnson, Chief Marketing Officer, SunTrust Banks

“Essential reading for those who aspire to market leadership, regardless of industry.”
—Joshua Kanter, Chief Marketing Officer, PetSmart

“I read THE CUSTOMER CENTRICITY PLAYBOOK by Peter Fader and Sarah Toms in a single sitting.”
—Robbie Kellman Baxter, Consultant, Peninsula Strategies, and Author, The Membership Economy



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Implement a Winning Strategy Driven by Customer Lifetime Value

On Sale: October 30, 2018
Wharton Digital Press
Format: Paperback, $17.99 | ISBN: 978-1-61363-090-7
Format: Ebook, $14.99 | ISBN: 978-1-61363-091-4