Managing The Value of Customer Relationships

Identify your most valuable customers, and implement customer-centric strategies to maximize their strategic value.

Focusing on your existing customers may present the best opportunities for business growth. While the sleekest, most exciting products and services may get all the attention, looking to current customers provides essential insights to gaining new customers. This course is dedicated to highlighting your most valuable customers, and getting the most out of the relationship.You may have the essential customer data and tools to track your customers’ behavior, but can you identify your best customers? How do you cater your operations and practices to their priorities? How do you maintain a harmonious, customer-centric strategies with your existing customers? This course will show you how to apply performance metrics, and reinvent your processes to meet the needs of your best customers, and pave the way for future relationships.

This course is part of Wharton’s Digital Marketing Professional Certificate. For more information, see here.


Why Study a Customer Relationship Management Course?

Consumers are engaging with brands in new and exciting ways. The modern wealth of data and personalization has changed the relationship between customers and businesses.

  • 70% of buying experiences are based on how the customer feels they are being treated. 1
  • 80% of consumers indicated they are more likely to do business with a company if it offers personalized experiences. 2
  • Customer-centric companies are 60% more profitable than companies that don’t focus on the customer. 3
  • 63% of CEOs see customer-centrism as one of the top 3 investment priorities in the upcoming year. 4

Program Details

Start Dates: 

3-4 weeks per course

2-3 hours per week

Program Format:
100% Online

Program Tuition:
$585 per course/ $2340 for the Digital Marketing Certificate

Key Program Takeaways

  • Make informed decisions about whether, how, and when to apply customer-centric strategies
  • Make the case for customer-centric strategy in your organization
  • Find a balance between customer-centric and product centric strategies
  • Decide what first steps your organization should take to achieve customer centricity
  • Choose metrics to guide and gauge customer-centric strategies

Faculty for this Course

The Managing the Value of Customer Relationships course is taught by Peter S. Fader, Frances and Pei-Yuan Chia Professor, Professor of Marketing, The Wharton School. His researching centers around the analysis of behavioral data to interpret and predict customer behavior.  His work shows the consistent, yet often surprising behavior patterns across industries.

He is also the author of Customer Centricity: Focus on the Right Customers for Strategic Advantage, and coauthor with Sarah E. Toms of the book The Customer Centricity Playbook. The New York Times, the Wall Street Journal, NPR, and the Economist have all featured Peter S. Fader’s insights.

See Faculty Bio

Research Interests:

  • Behavioral data
  • Sales forecasting for new products
  • Lifetime value of the customer


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