Dr. Peter Fader on Why You Shouldn't Treat All Customers the Same (Part 2)
Part 2 picks up where we left off: what would change if leaders understood their customers as well as their balance sheets?
Dr. Peter Fader and I continue breaking down The Customer-Base Audit with real-world examples and practical applications.
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Originally aired November 6, 2022 as Episode 9 of The Trusted Guide Podcast (then The Delighted Customers Podcast).
What we cover
How customer health can reshape the way a company's value is judged
Practical applications of The Customer-Base Audit
Examples from Peter's book and from my CX practitioner experience
From concept to practice
Part 1 laid the groundwork. Part 2 is about application: what leaders can actually do differently once they start looking at the customer base as the asset it is.
Related episodes
About the guest
Peter Fader is the Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School of the University of Pennsylvania and a leading expert on customer lifetime value and behavioral data.
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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