Authors: Peter Fader and Sarah Toms

What: This book intends to provide readers with a 360-degree analysis of all the elements that support customer-centricity in an organization.

Why it is important: The authors deep-dive into developing a customer-centric strategy, understanding the right way to think about Customer Lifetime Value, making informed investments based on the customer life cycle, and understanding CRM systems, as they are a vital underpinning for all these areas through the valuable insights they provide.

The Customer Centricity Playbook