A groundbreaking marketing simulation, Customer Centricity was developed by Wharton Marketing professor Peter Fader in partnership with Wharton Interactive.
In Wharton’s Customer Centricity simulation, students 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.
An Instructor Toolkit supports the end-to-end management of the simulation, including the post-simulation debrief. The Instructor Toolkit includes detailed videos, instructions and teaching notes about how to run the game, how to analyze team strategies and team scoring and how to conduct an impactful and memorable post-game debrief.