Managing the Value of Customer Relationships

Did you know your best opportunities for growth might not only be from new products or services? Instead, they could be found by focusing on your current top customers — and finding new ones with similar behavioral tendencies.

Managing the Value of Customer Relationships was created to help you determine your most valuable customers and maximize their value. Created by Pete Fader, a renowned analytics thought leader and co-founder of Zodiac, this course will transform how you create and implement customer-centric strategies for your business. You’ll also learn how to equip your product-development processes to better meet your most valuable customers’ needs.

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

Module 2: Managing Customers According to Lifetime Value in Contractual and Non-Contractual Settings

Module 3: Acquiring Customers and Creating and Measuring Their Value

Module 4: Retention, Attrition, and Development

This 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:

To 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.