Customer Centricity Simulation

For instructors
Learning time
6-8 hours
Authored by:

A groundbreaking marketing simulation where student learn to implement a customer-centric strategy

What you'll teach

  • Customer Lifetime Value

  • Customer Acquisition, Retention & Development

  • Customer Relationship Management (CRM)

Customer Centricity
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About Customer Centricity Simulation

The Customer Centricity simulation is a highly interactive experience that teaches participants how to make data-driven decisions to maximize customer lifetime value

In a few hours, this simulation delivers a game-changing experience, serving as a catalyst for customer-centric strategies to begin.

In Wharton’s Customer Centricity simulation, participants play the role of a CMO tasked with making real-world tactical and strategic decisions about customer acquisition, retention, and development. Their key objective is to increase corporate market valuation by maximizing customer value.

Each period, thousands of actual customers with scores of variable attributes are generated by the underlying simulation model, providing students with a unique learning opportunity to run detailed analyses on customer-level data.

In addition, students can invest in further developing the company’s Customer Relationship Management (CRM) system to provide progressively greater insight into the behaviors and potential lifetime value of their customers.

Students are encouraged to leverage these insights to aid other strategic decisions, such as the development of loyalty programs, premium services, and strategic account manager positions. Using Customer Centricity’s highly interactive CRM Dashboard players make investment choices throughout the simulation, motivated by evolving scenarios and game elements.

About the Customer Centricity Simulation

The simulation experience

Course authors

Peter Fader - Headshot
Peter Fader Professor of Marketing

What you'll teach

  • Understanding how to leverage customer heterogeneity for strategic advantage
  • Acquiring the right customers
  • How to gather and analyze customer data
  • Developing KPIs and your CRM to give you insight about customer value
  • Aligning customer initiatives to maximize CLV
  • Customer retention and development
  • Market valuation
  • Understanding how to leverage customer heterogeneity for strategic advantage
  • Acquiring the right customers
  • How to gather and analyze customer data
  • Developing KPIs and your CRM to give you insight about customer value
  • Aligning customer initiatives to maximize CLV
  • Customer retention and development
  • Market valuation

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