"The Customer-Base Audit" Book: Interview with Authors Peter Fader, Bruce Hardie, and Michael Ross

In "The Customer-Base Audit: The First Step on the Journey to Customer Centricity," experts Peter Fader, Bruce Hardie, and Michael Ross start you on the path toward really getting to understand your customers’ buying behavior as well as the health of your overall customer base.

A customer-base audit is a systematic review of the buying behavior of a firm’s customers using data captured by its transaction systems. It will help you answer questions such as:

How healthy is your customer base? How realistic are your growth objectives?
How do your customers differ in terms of their behavior and value?
How has the quality of your customers changed over time?
What changes in customer behavior lie behind period-to-period changes in firm performance?
What is important to your high-value customers? Which products help you acquire and retain your best customers?

Fader, Hardie, and Ross present five “lenses” through which an executive can address questions like those above.

Order the book: whr.tn/customerbaseaudit
Learn more about Wharton School Press: https://whr.tn/37GDrc1​

#TheCustomerBaseAudit #CustomerCentric #CustomerCentricity #BusinessAnalytics

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