Date, Location, & FeesSelf-Paced$585Start dates: Enroll immediately Duration: 4 weeks Commitment: 2 hours per week Program format: 100% online program Tuition: $585 Drag for more Program ExperienceWho Should AttendFaculty Program ExperienceHighlights and Key Outcomes Participants will learn how to: Advocate for customer centricity in your business Make informed decisions about if and when to invest in customer centricity Decide which experiments will help your business reach greater customer centricity Find the balance between customer-centric and product-centric efforts Choose metrics that assess ongoing customer-centric efforts Experience and Impact By the end of this course, you will be equipped with the knowledge and tools to advocate for customer-centric strategies within your organization. You will be able to identify and maximize the value of your most valuable customers, make data-driven decisions on customer acquisition and retention, and balance customer-centric efforts with product-centric initiatives. Module 1: Customer Centricity, Customer Equity, Firm Valuation, and CLV Explore the differences between product centricity and customer centricity Understand the concepts of customer equity and firm valuation Learn how to calculate and leverage customer lifetime value (CLV) for strategic decisions Module 2: Managing Customers According to Lifetime Value in Contractual and Non-Contractual Settings Examine techniques for managing customers based on their lifetime value Discover strategies for both contractual and non-contractual customer settings Implement best practices for segmenting and targeting customers effectively Module 3: Acquiring Customers and Creating and Measuring Their Value Learn methods for acquiring high-value customers and creating their value Understand the metrics and tools needed to measure customer value accurately Develop strategies to attract and retain customers who contribute to long-term growth Module 4: Retention, Attrition, and Development Explore strategies to improve customer retention and reduce attrition Learn how to develop customers to increase their value over time Understand the balance between retention efforts and acquiring new customers Who Should AttendThis course is designed for business leaders, marketing professionals, and product managers aiming to maximize customer value and drive growth. It is well-suited for those focused on customer-centric strategies, CLV analysis, and retention efforts, providing participants with the tools to identify, attract, and develop high-value customers while balancing product-centric initiatives. Those who may benefit include: Business leaders and executives seeking to maximize growth by focusing on high-value customers Marketing professionals looking to develop and implement customer-centric strategies Product managers aiming to align product development processes with the needs of top customers Analysts and strategists interested in calculating and leveraging Customer Lifetime Value (CLV) for decision-making Professionals managing customer relationships in both contractual and non-contractual settings Individuals responsible for acquiring, retaining, and developing customer bases for long-term growth Entrepreneurs and small business owners looking to enhance customer segmentation and targeting strategies Data-driven professionals eager to balance customer-centric and product-centric initiatives effectively Group EnrollmentTo further leverage the value and impact of this program, we encourage companies to send cross-functional teams of executives to Wharton. We offer group-enrollment benefits to companies sending four or more participants. FacultyPeter Fader, PhDSee Faculty BioFrances and Pei-Yuan Chia Professor; Professor of Marketing, The Wharton SchoolResearch Interests: Lifetime value of the customer, sales forecasting for new products, behavioral data Date, Location, & FeesSelf-Paced$585Start dates: Enroll immediately Duration: 4 weeks Commitment: 2 hours per week Program format: 100% online program Tuition: $585 Download BrochureEnroll Now Contact UsSchedule a personalized consultation to discuss your professional goals: +1.215.898.1776 execed@wharton.upenn.edu
