Customer Centricity

Marketing Simulation



$150 / seat

Simulation Overview

Playing the role of the Chief Marketing Officer at a 3D printing company, players are tasked with driving business growth while converting the company’s strategy from a product centered approach to a customer-centered one. Armed with a wealth of data from the Customer Relationship Management (CRM) dashboard, students learn to consume customer behavior data. This helps them to make informed decisions about the best strategy for their company’s financial goals, while sustaining and growing their customer base.

This innovative simulation includes numerous features that allow the players to gain unique insights into their customers and track them over the course of the simulation. Using data analytics, students explore the relationships between customer equity and market valuation.

Customer Centricity was authored by Peter Fader, professor of Marketing and developed by the Al West Jr Learning Lab at the Wharton School of the University of Pennsylvania

Learning Focus

  • Examine the shift from a product-centric business model to a customer-centric one to benefit the bottom line.
  • Develop a deep understanding of how to invest in customer acquisition, retention, and development tactics in order to maximize customer value.
  • Practice harnessing CRM and data analytics in service of effective customer centricity.
  • Identify the most valuable customers, maximizing customer lifetime value (CLV), and attracting new customers with similar qualities.
  • Explore the relationship between market valuation and customer equity.

Topics Covered

  • Analytics
  • Customer Analysis
  • Customer Acquisition
  • Customer Lifecycle Management
  • Customer Relationship Management
  • Customer Retention
  • Market Segmentation
  • Marketing

This simulation is by Wharton School of Business and Peter Fader

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