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BUS 297 — Create Customers for Life: How to Understand, Measure, and Drive Loyalty

Quarter: Fall
Day(s): Mondays
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Oct 10—Dec 5
Time: 5:30—7:00 pm (PT)
Refund Deadline: Oct 12
Unit: 1
Tuition: $535
Instructor(s): Liz Berman
Class Recording Available: Yes
Status: Registration opens Aug 22, 8:30 am (PT)
Please Note: This course has a different schedule than what appears in the print catalog. The course will start on Monday, October 10 and the last class session will take place on Monday, December 5. There will be no class on November 21.
DOWNLOAD THE SYLLABUS » (subject to change)
Fall
Live Online(About Formats)
Mondays
5:30—7:00 pm (PT)
Date(s)
Oct 10—Dec 5
8 weeks
Refund Date
Oct 12
1 Unit
Fees
$535
Instructor(s):
Liz Berman
Recording
Yes
Registration opens Aug 22, 8:30 am (PT)
Please Note: This course has a different schedule than what appears in the print catalog. The course will start on Monday, October 10 and the last class session will take place on Monday, December 5. There will be no class on November 21.
DOWNLOAD THE SYLLABUS » (subject to change)
You’ve spent time, effort, and money acquiring new customers, but how do you ensure they stick with you? This course will take you on a fast-paced journey through the topics of customer loyalty and retention, offering foundational knowledge as well as practical guidance on how to create customers for life.

The course will first ground students in core concepts of loyalty economics, retention/churn, customer segmentation, and customer lifetime value (LTV). Case studies and guest speakers will bring to life how companies like Netflix and Starbucks apply these concepts in practice. Next, we will explore the tools that businesses use to understand customers and shape their experiences, such as customer journey mapping, lifecycle marketing, data-driven personalization, and principles from behavioral economics. Then, we’ll discuss how voice of the customer programs measure loyalty through net promoter score (NPS) and customer satisfaction scores (CSAT). Finally, we will study how subscription businesses like Spotify and loyalty programs like Sephora Beauty Insider create “sticky” models that drive loyalty.

Guest speakers from Netflix, Disney+, Wells Fargo, Peet’s Coffee, and more will share their real-world experiences with students. This course is relevant to those in marketing, product management, and general management, or anyone interested in these fields.

LIZ BERMAN
Marketing and Strategy Consultant; Founder and Principal, LKB Consulting

Liz Berman has held leadership roles in loyalty, insights, customer relationship management (CRM), customer experience, and digital experience at PepsiCo, Albertsons/Safeway, Peet’s Coffee, and Rodan + Fields, among others. She is now in private practice. Berman received an MBA from Harvard.

Textbooks for this course:

(Required) Robbie Kellman Baxter, The Membership Economy: Find Your Superusers, Master the Forever Transaction, and Build Recurring Revenue (ISBN 978-0071839327)
(Recommended) Various, Harvard Business Review on Increasing Customer Loyalty (ISBN 978-1422162521)