Building Competitive Advantage Through Customer CentricityTuesday, March 6, 2012
Register Online The customer is not always right.
Rather, the
right customer is always right. And yes, there is a difference. Customer centricity is not really about being nice to your customers--it is a strategy to fundamentally align a company's products and services with the wants and needs of its most valuable customers. That strategy has a specific aim: more profits for the long term.
More and more companies are talking about
customer centricity as a new management framework that allows them to build stronger relationships with customers by better understanding their behaviors and anticipating their needs.
The way that Wharton Professor Pete Fader sees things -- and the way he wants
you to start seeing things -- is that not all customers are created equal. Not all customers deserve your company's best efforts. Because in the world of customer centricity, there are good customers . . . and then there is everybody else. Check out this short (50 second) video clip of Prof. Fader talking about some of the basics of customer centricity at a Think Finance 2011 session:
Join the Wharton Club of Northern California on Tuesday, March 6th at Google's main campus when Prof. Fader will discuss these topics and more from his new book,
Customer Centricity (and kudos to Prof. Fader and Wharton Executive Education for leading a paradigm shift in
ebook pricing!):
- How to identify your most valuable customers.
- How to make as much money from them as possible.
- How to find more customers like them.
- Why companies like Amazon, Wells Fargo, Harrah's, IBM, Tesco, and others are great examples of customer centricity.
- And why companies like Costco, Apple (yes, Apple), Walmart, Starbucks, and Nordstrom are actually not truly customer centric . . . at least, not yet.
Register Online Date: Tuesday, March 6, 2012
Time: 6:00 - 7:00pm Networking reception with appetizers; 7:00 - 8:15pm Talk by Prof. Fader with Q&A.
Location: Google,
1600 Amphitheatre Parkway, Building 42, Mountain View, CA 94043
Cost: WCNC members and accompanied guests: $20 per person. Members of Affiliate Clubs: $20 per person. Non-member alumni and other guests: $40 per person. Registrations after 4:00pm on Friday, March 2nd are an extra $10 per ticket. Cancellations after Friday, March 2nd at the discretion of the WCNC. No charge for Wharton Club Gold Ticket Members (but remember as always to register via the above 'Register Online' link.)
Peter Fader
Frances and Pei-Yuan Chia Professor, Professor of Marketing
Co-Director - Wharton Customer Analytics Initiative
Professor Fader's expertise centers around the analysis of behavioral data to understand and forecast customer shopping/purchasing activities. He works with firms from a wide range of industries, such as consumer packaged goods, interactive media, financial services, and pharmaceuticals. Managerial applications focus on topics such as customer relationship management, lifetime value of the customer, and sales forecasting for new products. Much of his research highlights the consistent (but often surprising) behavioral patterns that exist across these industries and other seemingly different domains.
Many of these cross-industry experiences have led to the development of the Wharton Customer Analytics Initiative, a new research center that serves as a “matchmaker” between leading-edge academic researchers and top companies that depend on granular, customer-level data for key strategic decisions.
Professor Fader believes that marketing should not be viewed as a “soft” discipline, and he frequently works with different companies and industry associations to improve managerial perspectives in this regard. His work has been published in (and he serves on the editorial boards of) a number of leading journals in marketing, statistics, and the management sciences. He has won many awards for his teaching and research accomplishments.
