Not every customer counts, says Peter Fader. The Wharton School professor and author has become a leading voice in the customer centricity conversation in recent years and often refers back to the retail urban legend about a man trying to return a set of used tires to Nordstrom to drive his point home. While the punch line is obvious (they don’t sell them, but their seeming willingness to please each and every customer has proven problematic), the idea that all companies should treat customers the same just isn’t a one-size-fits-all proposition anymore.
In fact, Fader believes that customer centricity only works if marketers are able to evolve with the changing times and look to new measurements as way to further their goals. Watch the video below to learn more about the four surprising facts about customer centricity you may be missing.