Customer centricity does not mean treating every customer equally. It means recognizing that customers differ substantially in value, and building the organization deliberately around serving, retaining, and growing the most valuable of them.

The Right Customers is a practitioner’s survey of the discipline behind genuine customer centricity: the structural choice between product-centric and customer-centric organization, rigorous segmentation, customer lifetime value as an organizing principle, systematic listening, coherent experience design, substantive personalization, the compounding economics of loyalty, the culture and incentives that sustain it all, the ethics of customer data, honest measurement, and the organizational transformation required to actually become customer-centric.