Thursday, October 9, 2014As executives begin to understand the concept of “customer centricity,” and strive to develop such strategies for their businesses, it is important for them to understand the key role of “customer equity.”
Wharton Alumni Relations is excited to bring you the next faculty webinar offered to our Wharton alumni community. Through September 25, registration will be open EXCLUSIVELY to members of the Wharton Global Clubs Network. If you are not already a member of our club, we encourage you to join and take advantage of this valuable benefit.
Webinar Title: Customer Equity: The Engine of Customer Centricity
Webinar Date: Thursday, October 9, 2014
Webinar Time: 10:00 a.m. – 11:00 a.m. MST
Led By: Peter Fader, Frances and Pei-Yuan Chia Professor; Co-Director - Wharton Customer Analytics Initiative; Professor of Marketing
Pre-registration is available now to members of Wharton Clubs. Space is limited, so register today by following the appropriate link below:
WHARTON ALUMNI: https://cessna.wharton.upenn.edu/webinar/?event=Webinar-100914
NON-WHARTON ALUMNI: https://whartonalumniaffairs.wufoo.com/forms/wharton-webinar-series-peter-fader
About this session:
Customer Equity: The Engine of Customer Centricity
As executives begin to understand the concept of “customer centricity,” and strive to develop such strategies for their businesses, it is important for them to understand the key role of “customer equity.” First, we contrast it with the more established notion of “brand equity,” and discuss how different functional areas are beginning to embrace customer equity as a better way to earn the attention of senior managers. We then look at several case studies to demonstrate how a variety of companies (both B2C and B2B) have made transformative changes by focusing on it. We close by discussing implementation issues associated with its use in actual practice.