The Customer Centricity Playbook Implement a Winning Strategy Driven by Customer Lifetime Value
Intro -- Copyright -- Contents -- Preface -- Introduction -- Chapter 1: Setting a Strategic Course to Maximize Customer Value -- Chapter 2: Customer Acquisition and Growing Your Best Customer Base -- Chapter 3: Using Customer Centricity to Tune Retention and Development Tactics -- Chapter 4: CRM...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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Philadelphia :
Wharton Digital Press
2018.
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| Colección: | ProQuest Ebook Central.
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| Materias: | |
| Acceso en línea: | Conectar con la versión electrónica |
| Ver en Universidad de Navarra: | https://innopac.unav.es/record=b39662378*spi |
| Sumario: | Intro -- Copyright -- Contents -- Preface -- Introduction -- Chapter 1: Setting a Strategic Course to Maximize Customer Value -- Chapter 2: Customer Acquisition and Growing Your Best Customer Base -- Chapter 3: Using Customer Centricity to Tune Retention and Development Tactics -- Chapter 4: CRM's Place in Creating a Value-Based Strategy -- Chapter 5: The Role of Customer Centricity in Corporate Valuation -- Chapter 6: Agile Change Management and Customer Centricity -- Conclusion: Customer Centricity from Concept to Playbook to Action -- About the Authors -- About Wharton Digital Press -- About The Wharton School -- Notes. "Featured in Forbes, NPR{u2019}s Marketplace, and a Google Talk, The Customer Centricity Playbook offers 2actionable insights to drive immediate value,3 according to Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google. How did global gaming company Electronic Arts go from being named 2Worst Company in America3 to clearing a billion dollars in profit? They discovered a simple truth{u2014}and acted on it: Not all customers are the same, regardless of how they appear on the surface. The most successful companies, from Amazon to Best Buy, 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{u2019}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) Fine tune 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{u2019}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" (Wharton Digital Press) |
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| Descripción Física: | 1 recurso electrónico (87 p.) |
| Formato: | Forma de acceso: World Wide Web. |
| ISBN: | 9781613630914 9781613630907 |
