Customer Loyalty: A Strategic Approach
offered by Northwestern University

Private University
240 acre campus
Estd. 1851

Customer Loyalty: A Strategic Approach
at
Northwestern University
Overview

Retaining customers and increasing their satisfaction for organizational growth

Duration	6 weeks
Total fee	₹1.68 Lakh
Mode of learning	Online
Course Level	UG Certificate

Customer Loyalty: A Strategic Approach

Table of contents

Overview
Highlights
Course Details
Curriculum
Faculty

Customer Loyalty: A Strategic Approach
at
Northwestern University
Highlights

Earn a certificate from the Northwestern Kellogg
Learn from real-world application exercises
Learn from live faculty webinars
Learn from industry examples
Gain from dedicated program support team
Learn from capstone projects

Customer Loyalty: A Strategic Approach
at
Northwestern University
Course details

Skills you will learn

Marketing Customer Relationship Sales Relationship Management Business Development

Who should do this course?

For Loyalty managers
For Marketing consultants
For General managers
For Sales/business development leaders
For Customer experience managers
For Strategy consultants
For Growth hackers

What are the course deliverables?

Design or enhance a customer loyalty program using strategies that incorporate the latest tactics, tools, and best practices to create value across the lifecycle
Improve sales, retain customers, and increase lifetime value by using segmentation and targeting to increase customer value
Conceptualize, measure, and understand what drives customer loyalty
Analyze the economics of customer loyalty and develop a business case for a customer loyalty program

More about this course

In a highly competitive marketplace, finding new customers isn't the only way to grow a business
As customer acquisition costs rise in every industry, it pays to make the most of the customers
An existing and loyal customer base is more inclined to be interested in new products, increase spending on your brand and recommend your brand to others
This online program will introduce students to methods and models that will help students better understand customer value, grow this value and individually target customers -all with the goal of optimizing customer loyalty

Customer Loyalty: A Strategic Approach
at
Northwestern University
Curriculum

Module 1 -From Customer Differentiation to Customer Value

Explore customer heterogeneity, segmentation and differentiation

Learn how to calculate customer equity

Module 2 - Enabling Customer Relationship Management with Customer Data

Examine the customer life cycle and customer journey

Explore strategies and methods to grow customer value

Module 3 - Loyalty Drivers, Personalization and Triggered Marketing

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

Learn the structure and elements of a business case for a loyalty program

Calculate the economics of loyalty

Module 5 - Designing a Loyalty Program

Differentiate between 'projects-and 'programs'

Design a customer loyalty program

Module 6 - Special Topics and Future of Customer Loyalty Programs

Examine trends that impact buying behavior

Learn from failed loyalty programs

Customer Loyalty: A Strategic Approach
at
Northwestern University
Faculty details

Thomas O'Toole

Thomas F. O'Toole is the Associate Dean for Executive Education at Kellogg, and Clinical Professor of Marketing, at the Kellogg School of Management of Northwestern University. His work and teaching focuses on subjects including: customer value growth strategy, connecting data science to business value creation, data-driven marketing, digital business models and loyalty programs.