Dr. Peter Fader on Why You Shouldn't Treat All Customers the Same (Part 1)
Leaders spend countless hours studying financial statements. How many spend the same time understanding the health of their customer base?
In Part 1 of a two-part conversation, Wharton professor Dr. Peter Fader explains why his book, The Customer-Base Audit, could change how Wall Street, and every leadership team, judges what a company is actually worth.
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Originally aired October 27, 2022 as Episode 8 of The Trusted Guide Podcast (then The Delighted Customers Podcast).
What we cover
Why traditional financial metrics alone miss the health of your customers
The core ideas behind The Customer-Base Audit
Real-world examples from the book and from my years as a CX practitioner
Why not all customers should be treated the same
An open mind required
Some of these ideas challenge long-held assumptions about fairness and value. Peter makes a compelling case, and at some companies, it's already starting to change how the business is measured.
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About the guest
Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania. His work centers on analyzing behavioral data to understand and forecast customer behavior. He co-founded the predictive analytics firm Zodiac, which was acquired by Nike.
If this conversation was useful, you'll find more like it in The Trusted Guide Newsletter: practical insights on trust, influence, and leading change.
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