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Customer Centricity

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

Learning outcomes

  • Customer Lifetime Value
  • Customer Acquisition, Retention & Development

Players

Multi-player

Seat time

6-8 hours

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.

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

How to get Customer Centricity into your classroom

Review

Schedule a review session
  • Detailed walkthrough provided
  • Teaching materials & demo provided
  • Free trial available upon request

Play & Debrief

Time to get interactive
  • We'll handle the setup and enroll learners
  • Play & Debrief with your class
  • We'll support you every step of the way

Share your experience

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  • Tell us about your experience

Lessons of Customer Centricity 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

Game Authors

Peter Fader - Headshot

Peter Fader

Professor of Marketing

Read Peter's Bio

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