Course

Managing the Value of Customer Relationships

Ends Sep 9, 2025

$585 Enroll

Full course description

Did you know your best opportunities for growth might not only be from new products or services? Instead, they could be found by focusing on your current top customers — and finding new ones with similar behavioral tendencies.

"Managing the Value of Customer Relationships" was created to help you determine your most valuable customers and maximize their value. Developed by Pete Fader, a renowned analytics thought leader, this course will transform how you create and implement customer-centric strategies for your business. You’ll also learn how to equip your product development processes to better meet your most valuable customers’ needs.

Course Modules

  1. Customer Centricity, Customer Equity, Firm Valuation, and CLV

    • Explore the differences between product centricity and customer centricity.
    • Understand the concepts of customer equity and firm valuation.
    • Learn how to calculate and leverage Customer Lifetime Value (CLV) for strategic decisions.

  2. Managing Customers According to Lifetime Value in Contractual and Non-Contractual Settings

    • Examine techniques for managing customers based on their lifetime value.
    • Discover strategies for both contractual and non-contractual customer settings.
    • Implement best practices for segmenting and targeting customers effectively.

  3. Acquiring Customers and Creating and Measuring their Value

    • Learn methods for acquiring high-value customers and creating their value.
    • Understand the metrics and tools needed to measure customer value accurately.
    • Develop strategies to attract and retain customers who contribute to long-term growth.

  4. Retention, Attrition, and Development

    • Explore strategies to improve customer retention and reduce attrition.
    • Learn how to develop customers to increase their value over time.
    • Understand the balance between retention efforts and acquiring new customers.

By the end of this course, you will be equipped with the knowledge and tools to advocate for customer-centric strategies within your organization. You will be able to identify and maximize the value of your most valuable customers, make data-driven decisions on customer acquisition and retention, and balance customer-centric efforts with product-centric initiatives.