On November 13, 2020, Pete Fader, Professor of Marketing at Wharton, and Sarah Toms, Executive Director and Co-Founder of Wharton Interactive, will virtually join us to share key concepts from their award-winning book, The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value. 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
Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His 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 telecommunications, financial services, gaming/entertainment, retailing, 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.
In addition to his various roles and responsibilities at Wharton, Professor Fader co-founded a predictive analytics firm (Zodiac) in 2015, which was sold to Nike in 2018. He then co-founded (and continues to run) Theta Equity Partners to commercialize his more recent work on “customer-based corporate valuation.”
Fader is the author of “Customer Centricity: Focus on the Right Customers for Strategic Advantage” (2012) and more recently coauthored “The Customer Centricity Playbook” with Sarah Toms. He has won many awards for his research and teaching accomplishments. Among these accomplishments, he was named by Advertising Age as one of its inaugural “25 Marketing Technology Trailblazers” in 2017, and was the only academic on the list.
Sarah Toms is executive director and cofounder of Wharton Interactive. She is a serious games expert and demonstrated thought leader in the educational technology field, fueled by a passion to find and develop innovative ways to make every learning environment active, engaging, more meaningful, and learner-centered. Her drive to modernize, transform, and democratize education led Sarah and her team to invent simpl.world, an open source simulation platform. She has spent more than twenty years as a leader in the technology sphere, and was an entrepreneur for more than a decade, founding companies that built global CRM, product development, productivity management, and financial systems. Sarah is coauthor of The Customer Centricity Playbook, the Digital Book Awards 2019 Best Business Book. She is dedicated to supporting women and girls in the technology field, cofounding WIT@Penn, and also through her work with the Women in Tech Summit and techgirlz.org.
If you would like to purchase, The Customer Centricity (second edition is now available) and/or The Customer Centricity Playbook, they can be purchased through the Wharton School Press Bookstore, https://wsp.wharton.upenn.edu/bookstore/
in print or as an ebook bundle. ISBN numbers are listed below for reference.
The Customer Centricity Playbook
Date and Time:
November 13, 2020
3:00 - 4:00 pm
Non-Members: $20 per person
48 hours cancellation notice required for refunds.