About

The advantages of customer-centric business are well documented. Still, many companies struggle to center their customers in their strategies. Customer portfolio management provides a framework for achieving customer-centricity. Fred Selnes and Michael Johnson, in their new book Customer Portfolio Management: Creating Value with a Large Leaky Bucket of Customers, expand on this framework. They explain why customer retention strategies outperform acquisition-focused approaches. And they encourage companies to develop more sophisticated customer analytics beyond simple metrics.


In this webinar, you will learn:

  • Why many companies fail to implement proven customer-centric strategies.

  • A practical approach for centering customers through customer portfolio management.

  • How to balance customer acquisition versus retention — and why defensive strategies deliver superior results.

  • How to develop meaningful customer analytics with predictive AI tools and causal models.

Presenters
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Michael D. Johnson
Dean Emeritus and E.M. Statler Professor Emeritus, Cornell University
Michael D. Johnson is the marketing department chair at the Wisconsin School of Business, University of Wisconsin-Madison, and dean emeritus and E.M. Statler Professor Emeritus at Cornell University.
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Fred Selnes
Professor, BI Norwegian Business School
Fred Selnes is a professor of marketing at BI Norwegian Business School.
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Abbie Lundberg
Editor in Chief, MIT Sloan Management Review
Abbie Lundberg is editor in chief at MIT Sloan Management Review. She will moderate the session.
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