Customer Loyalty: Strategy and Application

This program equips learners to better understand customer value, grow this value and individually target customers – all with the goal of optimizing customer loyalty. Successful completion of the full program is required to earn this Certificate of Completion. Program content includes: Module 1 – From Customer Differentiation to Customer Value Learn to identify which customers to target for the greatest value by analyzing a business from a customer-centric viewpoint, examining steps to developing a customer strategy and determining the lifetime value of your customers both individually and collectively. - Explore customer heterogeneity, segmentation and differentiation - Learn how to calculate customer equity Module 2 - Enabling Customer Relationship Management with Customer Data Develop a strategic framework for growing customer loyalty by examining strategies to identify, track and predict customer relationships and secure customer value across the customer lifecycle. - Examine the customer life cycle and customer journey - Explore strategies and methods to grow customer value Module 3 - Loyalty Drivers, Personalization and Triggered Marketing Become familiar with different approaches to conceptualizing and measuring customer loyalty and learn what drives customer loyalty. - Apply the methods of personalization and triggered marketing - Develop a customer loyalty strategy with the whole enterprise in mind Module 4 - Loyalty Economics and the Loyalty Business Case Understand the customer value proposition and analyze the economics of customer loyalty to develop a business case for a customer loyalty program. - Learn the structure and elements of a business case for a loyalty program - Calculate the economics of loyalty Module 5 - Designing a Loyalty Program Get a broad overview of the history of loyalty programs and the specifics of their various components, features, and benefits. Apply these elements to the design of a customer loyalty program in the Capstone project. - Differentiate between “projects” and “programs” - Design a customer loyalty program Module 6 - Special Topics and Future of Customer Loyalty Programs Learn how to extend customer loyalty programs beyond your company by leveraging partnerships and alliances, how companies from packaged goods to startups have successfully launched and maintained loyalty programs and what the future looks like for loyalty in the digital age. - Examine trends that impact buying behavior - Learn from failed loyalty programs