I read this book some time ago, as getting ready to write my master thesis. I found there some really important ideas that helped me with getting everything done.
If I will follow wit my future ideas I will be for sure using the help of this book in the future

The essence of this book is that the customer needs to be at the centre of your business and that customers are not created equal. Understanding the value of a customer should determine the efforts we make to do business with them, just how many resources should be spent on serving them.

The book explores loyalty, the value of exclusivity, the lifetime value of customers and provides details and advice. This may sound like the content of other marketing books but there are new perspectives with the facts and figures in support, eg: “one in five cross-buying customers is unprofitable.” The case studies explore successes and failures and this is most helpful. It outlines strategies that are defensive (great customer service) versus offensive (a CRM programme). Its thought-provoking.

‘Organisations that successfully adopt innovative approaches such as customer centricity are that can navigate change with agility and minimal friction.”

It’s a deep read so I’m only ⅔ of the way through, but its too good too rush. I highly recommend it.

With many thanks to he author, the publishers Wharton Digital Press, and NetGalley for my free copy to review.