“Too many people think that being customer centric means doing everything your customers want for them and that’s not the case. Being friendly, offering good service is a part of customer centricity but it’s not the whole thing. One huge distinction is that you’re going to be friendly, you’re going to provide good customer services and you’re going to provide new services for the special focal customers, the ones that provide a lot of value for you but not for the other ones. You need to pick and choose.” —Peter Fader, Frances and Pei-Yuan Chia Professor of Marketing at The Wharton School, in Knowledge at Wharton video series
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