Many retail businesses are doing everything they can to get customers to like them today and walk through their doors (real and virtual) to make holiday purchases. Many businesses are taking a customer friendly approach. But few are truly "customer centric," according to Wharton's Peter Fader. In his new book, Customer Centricity, Fader argues that top companies need to recognize that being customer centric means using the data available to make distinctions between customers and focusing your outreach on some more than others. He explains his thinking in this Knowledge@Wharton interview:
Posted
11-25-2011 8:14 AM
by
Graham Griffith