Courses

You’ve spent time, effort, and money acquiring customers, but how do you ensure they stick with you? This course will take you on a fast-paced journey through topics of customer loyalty and retention, offering both foundational knowledge and practical guidance 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). Next, we will explore the discipline of lifecycle marketing, giving managers a toolbox of strategies and tactics to drive engagement throughout the customer lifecycle. Third, the course will examine how businesses measure loyalty through voice of the customer (VoC) programs and tools like net promoter score (NPS). Later, we will learn how successful subscription models like Spotify and loyalty programs like Sephora Beauty Insider are designed to drive loyalty and retention.

Throughout our journey, we will address current topics, such as how businesses use data science and AI to drive loyalty, and we will apply relevant concepts from disciplines like product management (“sticky” products) and behavioral economics (nudge theory). Guest speakers from Netflix, Disney+, Gap, Neiman Marcus, Peet’s Coffee, and more will bring ideas to life through their real-world experiences. This course is relevant to marketers, product managers, general managers, customer success leads, or anyone interested in these fields.