A highly interactive online program on Customer Centricity.
An application is required to participate in this program.
Today, your best opportunities for growth may not lie solely in developing new “blockbuster” products or services. They may instead be found by selling more and better to your existing best customers—and finding new customers with similar behavioral tendencies. This eight-week online program is designed to help executives from a range of functional areas and industries identify their most valuable customers and maximize their strategic value. For most companies, that ability is hard to come by.
You might have the data and the technology to track your best customers, but how can you meaningfully differentiate between them and the rest? How do you align your operations around them? And how do you create and sustain competitive advantages from such practices? This eight-week online program will help you radically rethink how you develop and implement customer-centric strategies, so you can:
This eight-week program is fully online. Each week you will be able to access a new set of video lectures and case studies. Over the course of the week you will:
You can expect to spend approximately 7 to 10 hours per week to cover the coursework. For more information, visit Wharton Executive Education.
After the Program Ends
Prof. Peter Fader will host a live virtual classroom session after the program has ended to answer questions and get updates from you on related projects at your organization.
You will need a computer with Internet access. You will also need a webcam, microphone, and speakers to attend live virtual classroom sessions. Some interactive elements may require an Adobe Flash plugin. A Connected Learning Technologist will be available by appointment to troubleshoot technical problems.
Who Attends This Program
Participants come from a range of industries, including financial services, consumer packaged goods, hospitality, and pharmaceuticals. The lessons will be global in nature and will include plenty of business-to-business examples as well as business-to-consumer ones.
Experienced upper-middle to senior level executives in marketing, finance, technology, and HR will benefit from the emphasis on leveraging existing customer information, gathering better data, and allocating resources based on customer value. Those coming from brand- or product-centric organizations will learn to strike a balance with customer centricity.
To further maximize the value and impact of Strategic Value of Customer Relationships, Wharton encourages companies to enroll cross-functional teams of executives.
The author of Customer Centricity: What It Is, What It Isn’t and Why It Matters, Peter Fader’s expertise centers on the analysis of behavioral data to understand and forecast customer's-purchasing activities. Prof. Fader has consulted for firms in a wide range of industries, including consumer packed goods, interactive media, financial services, retailing, and pharmaceuticals. He’s also co-director of the Wharton Customer Analytics Initiative which conducts research in behavioral patterns across diverse industries.View all Wharton Executive Education Programs
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