Using Information to Develop a Culture of Customer Centricity

Using Information to Develop a Culture of Customer Centricity

Customer Centricity, Analytics, and Information Utilization

1st Edition - November 22, 2013

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  • Authors: David Loshin, Abie Reifer
  • eBook ISBN: 9780124115132
  • Paperback ISBN: 9780124105430

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Using Information to Develop a Culture of Customer Centricity sets the stage for understanding the holistic marriage of information, socialization, and process change necessary for transitioning an organization to customer centricity. The book begins with an overview list of 8-10 precepts associated with a business-focused view of the knowledge necessary for developing customer-oriented business processes that lead to excellent customer experiences resulting in increased revenues. Each chapter delves into each precept in more detail.


Line-of-business managers who want to solve their problems by buying an analytics application. It will be written to ground them in the reality that buying an application alone won’t solve their problems. The aim is to change the culture and expectations around information management.

Table of Contents

  • Preface


    The Challenge of Customer Centricity

    What This Book Is

    Why You Should Be Reading This Book

    Our Approach to Knowledge Transfer

    Contact Us


    David’s Acknowledgments

    Abie’s Acknowledgments

    General Acknowledgments

    Chapter 1. What Is Customer Centricity?


    The Evolution of Customer Centricity

    Customer Experience as a Corporate Driver of Value

    Increasing Corporate Value by Integrating Customer Value Analytics into the Enterprise

    Customer Data Visibility

    Customer Interaction Management

    Summary: Customer Value Is Corporate Value

    Chapter 2. The Value of Customer Centricity

    Customer Centricity and the Concept of Value

    Business Expectations and Performance Metrics

    Revenue Generation

    Decreasing Costs

    Reducing Risk

    Improving Productivity

    Balancing Corporate and Customer Value: Enhancing the Customer Experience

    Chapter 3. Who Is a Customer?

    Who Is a Customer?

    Defining the Concept of Customer—An Example

    Holistic Engagement Identifies the Customer

    Reflections: Customers and Customer Centricity

    Entity Versus Role

    Summary: Driving Customer Centricity

    Chapter 4. Customer Lifetime and Value Analytics

    The Value of the Customer

    Defining Customer Value

    Additional Aspects of Customer Value

    Evaluating the Value of a Customer

    Developing a Customer Valuation Model

    Using the Customer Valuation Model for Customer Centricity

    Considerations: Influencing Customer Behavior

    Chapter 5. Connectivity and Spheres of Influence


    Customer Connectivity Concepts

    Modeling the Types of Customer Connections

    The Customer Network: Spheres of Influence

    The Advantage of Understanding Spheres of Influence

    Social Network Measures for Customer Centricity

    Customer Connectivity Measures and Influencing the Spheres

    Chapter 6. Customer Touch Points and the Exchange of Value

    Understanding Customer Interactions

    Customer Segmentation Influences the Relationship

    Segmentation, Customer Touch Points, and Personalization

    Types of Customer Touch Points

    Thoughtful Coordination of Customer Touch Points

    The Conceptual Exchange of Value

    Analyzing Touch Points to Maximize Exchanged Value

    Mapping the Customer’s Journey

    Chapter 7. Organizing Data for Customer Centricity

    Customer Profiling and Customer Identity

    The Need for Data Organization

    Collecting Key Data Artifacts

    Organizing Entity and Identity Data

    Managing Customer Attribution and Classification Data

    Layering Relationships and Hierarchies for Customer Data Organization

    Organizing Customer Behavior Data

    Managing Customer Identity

    Customer Profile Modeling: Some Last Considerations

    Chapter 8. Customer Profiling


    What Is Customer Profiling?

    Profiling Characteristics

    Describing Segments

    Customer Data Acquisition

    Profiling and Personas

    Using Customer Profiles

    Use Case: Improving Marketing Effectiveness

    Considerations of Privacy and Challenges of Customer Profiling

    Taking Customer Profiling to the Next Level

    Chapter 9. Customer Data Analytics

    The Analytics Feedback Loop

    Customer Segmentation and Classification

    Supervised Analysis

    Unsupervised Analysis

    Analysis Techniques and Methods

    Market Basket Analysis

    Memory-Based Reasoning

    Cluster Detection

    Link Analysis

    Decision Trees

    Making Analytics Part of the Process

    Chapter 10. Making Customer Centricity Pervasive in the Company


    Taking it from the Top

    Overseeing Change Management

    Incentivize Good Behavior Through Recognition and Reward

    Associate Every Job to Customers

    Replicate Best Practices Through Mentorship Programs

    Align Operational and Organizational Interfaces

    Be Self-Aware and Self-Truthful

    Next Steps: Developing the Program Plan

Product details

  • No. of pages: 108
  • Language: English
  • Copyright: © Morgan Kaufmann 2013
  • Published: November 22, 2013
  • Imprint: Morgan Kaufmann
  • eBook ISBN: 9780124115132
  • Paperback ISBN: 9780124105430

About the Authors

David Loshin

David Loshin
David Loshin is President of Knowledge Integrity, Inc., a company specializing in data management consulting. The author of numerous books on performance computing and data management, including “Master Data Management" (2008) and “Business Intelligence – The Savvy Manager’s Guide" (2003), and creator of courses and tutorials on all facets of data management best practices, David is often looked to for thought leadership in the information management industry.

Affiliations and Expertise

President, Knowledge Integrity Incorporated, Silver Spring, MD, USA

Abie Reifer

Abie Reifer is a technology and strategy consultant with extensive experience in customer care systems design and implementations. He currently serves in a technology leadership position at a data collection, management and research organization. Previously, Mr. Reifer served as the CIO and CTO of an international telecommunications billing services organization. Earlier in his career he held a senior strategy position at a renowned billing and customer care firm, where he served as an advisory strategy consultant to a leading US telecommunications carrier. Mr. Reifer began his career at Bell Communications Research and received his Master’s degree in Engineering from Columbia University

Affiliations and Expertise

Chief Technology Officer, AIR Communications LLC, Silver Spring, MD, USA

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