Not all customers are the same, regardless of how they appear on the surface. The most successful companies, from Amazon to Best Buy, understand their best customers are their most valuable asset, and they tailor their acquisition, development, and retention efforts to those customers. Host Dan Loney talks with Peter Fader, Professor of Marketing at the Wharton School, and Sarah Toms, Executive Director of Wharton Interactive at the Wharton School, to discuss their new book "The Customer Centricity Playbook: Implement a Winning Strategy Driven by Customer Lifetime Value," which addresses how companies can help see their customers as individuals rather than a monolith on Knowledge@Wharton. Rachel Kipp, Associate Director of Knowledge@Wharton, joins us in conversation.

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