All customers matter. Learn how to make the most of them.

Customers are not monolithic. There are high-value customers, low-value ones, and plenty who fall in the middle. But they all matter for businesses that want to make the most out of them. That’s the message in a new book by Wharton marketing professor Peter Fader and Sarah Toms, executive director and co-founder of Wharton Interactive. The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value offers a true playbook for companies of all sizes that want to create and implement a winning strategy to acquire, develop, and retain customers for the greatest value. Fader and Toms recently spoke on the Knowledge@Wharton radio show on SiriusXM about the importance of being customer centric.  Listen to the podcast or read the transcript.