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The Customer Playbook
Video

The Customer Playbook

Peter Fader and Sarah Toms
Talks at Google, 2019
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Editorial Rating

9

Qualities

  • Innovative
  • Visionary
  • Inspiring

Recommendation

When Peter Fader and Sarah Toms wrote a book called The Customer Centricity Playbook, people tended to read the title and assume that it was about putting customers at the center of business decisions, along with some iteration of “the customer is always right.” That is not what the book is about. In this Talk at Google, Fader and Toms explore the concept of the “good customer,” customer heterogeneity, and customer lifetime value, while also explaining four principles of customer centricity and a call for a radical change in metrics for corporate valuation. 

Take-Aways

  • Customer centricity means focusing on increasing the value of your customer base. 
  • Your customers don’t fall in a normal distribution. Strive to recognize “customer heterogeneity over the average customer.”
  • Customer centricity involves embracing “cross-functional uses of customer lifetime value (CLV) over siloed applications.”

About the Speakers

Peter Fader is a professor of marketing at the Wharton School of the University of Pennsylvania, and Sarah E. Toms is the executive director and co-founder of Wharton Interactive. Together, Fader and Toms co-authored The Customer Centricity Playbook.

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