Customer Centricity

In "Customer Centricity," Wharton professor Peter Fader emphasizes the importance of a customer-focused approach in modern business, exemplified by companies like Starbucks and Nordstrom. With new insights in a preface and afterword, Fader discusses how the business landscape has evolved in the past decade, advocating for a radical rethinking of customer relations. He explores concepts such as brand equity and customer asset value, explaining why understanding customer lifetime value (CLV) is crucial for informed executive decision-making in today's data-driven world.