Becoming customer-centric is a long-term play. Here’s why it’s worth it

Not all customers are created equal. Some will remain unmoved even by your most impressive campaigns, while others will come back to your brand time and time again. Check out our interview with Wharton’s Peter Fader and Sarah E. Toms to see why ensuring long-term growth and inspiring brand loyalty starts — and ends — with prioritising your most valuable consumers.