The Importance of Auditing your Customers. Peter Fader [Customer Audit]

What is the difference between what customers say vs. what they do?
What are the three d's of analyzing customer behavior? Distribution, Decomposition, Decile
How has customer behavior evolved?
Why is it critical to look at your performance and profitability through the lens of your customer?
Help my listeners understand the framework to audit their customer base.
What questions should my listeners be asking themselves throughout this audit?
From a customer-based audit perspective, what is the fundamental difference between your relationship with your local coffee shop and your electric utility?
How do these concepts of audit and analysis sit within the broader concept of customer centricity?
What is the best way for companies to start getting their houses in order?
How do you align acquisition spending with customer value?
What advice do you give my listeners to go from audit to action?

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