0079 - Stop Wasting Money, Focus on Your Most Profitable Customers ft Peter Fader

Kick off the new year with a fresh perspective on your business strategy! In this episode, Ben Owden chats with Dr. Peter Fader, Wharton professor and co-founder of a predictive analytics firm acquired by Nike. Peter is also the author of Customer Centricity and The Customer Centricity Playbook, and he’s on a mission to debunk the myth that “all customers are created equal.”

Discover why focusing on your best customers—and even paying more to acquire them—can drive sustainable growth, while treating every customer the same can derail your bottom line. Peter explains the power of customer lifetime value (CLV), sheds light on how to measure it without drowning in data, and shows how a “quality over quantity” approach to customer acquisition can transform your organization. Whether you’re planning this year’s strategic initiatives or seeking a deeper understanding of customer behavior, this insightful conversation will help you see why the right customers—not all customers—deserve your full attention.

Read Peter's Book on Customer Centricity
Get in Intouch with Peter Fader

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