UC Berkeley's: Customer Value Management

Acquire. Retain. Develop.

Customer Value Management is for any company that needs better answers to such questions as:

• Why do we lose customers?
• Which ones should we keep?
• How do we keep them?
• How much should we spend to keep them?

Companies have more information than ever before about their customers. However, many struggle with using this treasure chest of information to identify their best customers, and deepen their relationships with these customers. Quantifying customer value helps them make better resource allocation decisions—for their product and service pipeline, and for their marketing budget.

Participants in this course will take away concrete tools and templates they can use immediately to optimize the mix of customer acquisition, customer retention, and customer value development strategies.

Who Should Attend?

This course is invaluable to companies with recurring customer revenue such as those in the banking, telecommunications, insurance, retail, and general services industries. We recommend this course for professionals in marketing, sales, general management, or product management.