By wholly valuing, investing in, adopting, and endorsing items on the left we aim to develop and implement winning strategies that best leverage customer lifetime value:

Customer Heterogeneity over the Average Customer

Cross-Functional Uses of CLV over siloed applications

Metrics That Reflect Customer Equity over volume and cost obsession

Clear Communications with External Stakeholders over misalignment and misunderstanding


Peter S. Fader

Professor of Marketing,

Sarah E. Toms

Executive Director,
Wharton Interactive

About the Manifesto

First appeared in 
The Customer Centricity Playbook 

We adapted the Customer Centricity Manifesto from the Manifesto for Agile Software Development. 

Celebrating customer heterogeneity is our mantra. This tenet of customer centricity is a realistic view of the world, and is one that seeks to capture, understand, and build action in tune with these naturally occurring variances.

Cross functional uses of customer lifetime value (CLV). A truly customer-centric firm will seek to establish a variety of use cases across the organization that demonstrate the strategic advantages that a focus on CLV (and related predictive analytics) can provide. 

Metrics that reflect customer equity. We want to see firms adopt a broader set of metrics that directly or indirectly reflect customers’ propensities to be acquired, buy repeatedly, maintain the relationship, refer others, respond to the right messages, and so on.     

Clear Communications with external stakeholders. Customer centricity creates a natural alignment to get internal and external stakeholders to agree on metrics that are helpful for day-to-day operational purposes as well as the evaluation of a firm’s long-run health.

The Customer Centricity Playbook