Client -centricity. Relations with consumers in the digital era

Client -oriented companies pay attention to the quality of service, quickly solve customer problems, offer a flexible system of discounts. However, each client has its own unique features, and without taking into account these features, even the most customer -oriented company can use its resources inefficiently. Professor of Marketing at the Business School of Warton Peter Fader is convinced that companies need to adopt a customer -centricity strategy in order to achieve a leading position in their industries. The key aspects of such a strategy are complete personalization and identification of customers, forecasting the behavioral features of specific people and the use of adig-approach to customer control. The client -centric approach will help identify the current and future needs of the best customers in order to maximize their long -term financial value for the company.
For the first time in Russian, a book is presented in which all the elements of client -centricity are comprehensively analyzed. Its authors Peter Fader and Sarah Tome explain how to properly operate with an indicator of the life value of the client (CLV) and connect him with the market assessment of the company, how to reasonably invest in sales and marketing departments, taking into account this indicator. You will be convinced that customer -centric companies receive long -term benefits in the form of loyalty of the most valuable customers who acquire really necessary goods or services