Customer Valuation

1.5 Credits · Level: Undergraduate

Full Title: Customer Valuation for Business Development Building, measuring, and managing customer relationships are essential skills for business development, account management, product management, entrepreneurship, and organizational leadership across industries ranging from financial services to hospitality, healthcare, retailing, consumer goods, and information technology. Customer valuation is a management approach in which customer relationships are viewed as assets that companies build and maintain over time. Customer valuation assesses both the current and potential future contributions, including revenue, loyalty and referrals, of an organization’s customers to the organization’s success. This course will develop your understanding of the sources of customer value, including both economic value (frequency, volume, and consistency of purchases over time) and relationship value (referrals, feedback and advocacy), how to measure this value, and how to manage this value over time. After mastering the basics of measuring customer value, we will discuss how organizations can build customer valuation via differentiation from competitors, retain the most valuable customers, manage global customer relationships and engage in AI-enabled customer relationship management.