Issue 174 - 03 | The Customer Centricity Manifesto: Leverage Customer Lifetime Value to Create a Winning StrategyBy Peter Fader & Sarah E. Toms
Published March 22, 2019 10:00 a.m.
This discovery was a nuisance because it meant that one-size-fits-all approaches to marketing, while cost-efficient, were no longer feasible. So businesses had to start differentiating their messaging and product offerings—but they’ve tried to do so as little as possible to keep the costs down.
Thankfully, there has been a 180 in thinking since those times—companies are starting to see that these differences across customers provide an opportunity to make more money by targeting the right customers and investing in them to develop long, profitable relationships.”
About Peter Fader & Sarah E. Toms |
Peter S. 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. Follow him on twitter @faderp.
Sarah E. Toms is executive director and cofounder of Wharton Interactive. She is a thought leader in the technology field, with over two decades experience in a wide variety of industries, and was an entrepreneur for more than a decade, founding companies that built global CRM, product development, productivity management, and financial systems. Her passion to democratize education led her to co-invent simpl.world, an open-source simulation framework. She is also dedicated to supporting women and girls in technology through her work with the Women in Tech Summit and techgirlz.org. Follow her on twitter at @SarahEToms.