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The Customer Centricity Playbook
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About the Author

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. Fader is the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage and coauthor with Sarah E. Toms of the book The Customer Centricity Playbook. He has been quoted or featured in The New York Times, The Wall Street Journal, The Economist, The Washington Post, and on NPR, among other media. Sarah E. Toms is Executive Director and co-founder of Wharton Interactive. She is a 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 co-invent simpl.world, an open source simulation framework. She has spent more than twenty years as a leader in the technology sphere, and was an entrepreneur for over a decade, founding companies that built global CRM, product development, productivity management, and financial systems. In addition, she is coauthor with Peter S. Fader of The Customer Centricity Playbook. She is dedicated to supporting women and girls in the technology field through her work with the Women in Tech Summit and techgirlz.org. Follow her on twitter at @SarahEToms.

Reviews

"A fantastic 3600 analysis of how companies become truly customer-centric, The Customer Centricity Playbook is required reading." --Neil Hoyne, Head of Customer Analytics and Chief Analytics Evangelist, Google
"A must-read, The Customer Centricity Playbook, by Peter Fader and Sarah Toms... gives executives tools to drive growth." --Aimee Johnson,
Senior Vice President, Digital Customer Experience, Starbucks
"The Customer Centricity Playbook offers fundamental insights to point organizations of any size in the right direction." --Rob Markey, Partner, Bain & Company, Inc., and coauthor, The Ultimate Question 2.0

"If you struggle with customer engagement or are ready to better acquaint yourself with your customers, Peter Fader and Sarah Toms' new book The Customer Centricity Playbook is a must-read." --Jacqueline Parkes, Chief Marketing Officer and EVP, Digital Studios, MTV, VH1 & Logo
"I read The Customer Centricity Playbook by Peter Fader and Sarah Toms in a single sitting." --Robbie Kellman Baxter, Consultant, Peninsula Strategies, and Author, The Membership Economy
"Mercifully light on technical business jargon [and] easily digestible. In addition, the authors don't shy away from shattering conventional wisdom... An authoritative introduction to customer-centric business strategies." --Kirkus Reviews

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