Wharton Managing the Value of Customer Relationships

Course Number: ABA

Course Code: n/a

Today your best opportunities for growth may not lie solely in developing new “blockbuster” products and services, but rather, by more effectively selling to your existing customers—and finding new customers with similar attributes. This course is designed to help you identify your most valuable customers and maximize their strategic value.

You might have the data and technology to track your best customers, but how can you meaningfully differentiate between them and the rest? How do you align your operations around these individuals? And how do you create and sustain competitive advantage from such practices? This course will help you radically rethink how you develop and implement customer-centric strategies, so you can:

  • Make an informed decision about when to invest in customer centricity.
  • Make the case for customer centricity in your organization.
  • Find a balance between customer-centric and product-centric efforts.
  • Decide what initial investments your company should make to achieve customer centricity.
  • Choose metrics to gauge and guide customer-centric efforts.


  • Section 1: What are Customer Centricity, Customer Equity, Firm Valuation and CLV?
  • Section 2: Managing Customers According to Lifetime Value in Contractual and Non-Contractual Settings
  • Section 3: Acquiring Customers and Creating and Measuring their Value
  • Section 4: Retention, Attrition and Development

Audience: n/a

Prerequisites: n/a

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Member Price: $925.00
Non-Member Price: $1175.00
Textbook Charge: $0.00

Credits: n/a

Length: n/a

ABA Training