Customer Centricity Simulation

A groundbreaking marketing simulation, developed by Wharton Marketing professor Peter Fader

Instructor-led
Skills you'll learn
  • Customer Lifetime Value
  • Customer Acquisition, Retention & Development
Time commitments
Experience duration:
6-8 hours*
Full details below

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 single day, this simulation delivers a game-changing experience for organizations, 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.

About the Customer Centricity Simulation

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.

Interested in running the Customer Centricity Simulation in your class? Please contact us.

How our experiences work

Access teaching materials, support and notifications every step of the way

Setup

Configure for your learning objectives, set up classes in the experience

Players Prepare

Invite learners to enroll and set up their groups

Play

Run the experience and access support and notifications as you go

Debrief

Summarize the experience for your learners and the outcomes

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Lessons of Customer Centricity Simulation include:

  • Acquiring the right customers
  • How to gather and analyze customer data
  • How a customer relationship management system can give you insight into customers
  • Customer lifetime value
  • Customer development
  • Market valuation
  • Customer heterogeneity

Gives students critical insight about identifying the most valuable customers and maximizing their Customer Lifetime Value (CLV)

  • Acquiring the right customers
  • How to gather and analyze customer data
  • How a customer relationship management system can give you insight into customers

Demonstrates how and why individual customers, market sectors, and customer segments differ from each other over time

  • Customer lifetime value
  • Customer development
  • Market valuation
  • Customer heterogeneity

Authors

Peter Fader - Headshot

Peter Fader

Professor of Marketing

Read Peter's Bio