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

Quarter: Winter
Day(s): Wednesdays
Course Format: Live Online (About Formats)
Duration: 8 weeks
Date(s): Jan 17—Mar 6
Time: 6:00—7:30 pm (PT)
Refund Deadline: Jan 19
Unit: 1
Tuition: $555
Instructor(s): Liz Berman
Class Recording Available: Yes
Status: Open
ACCESS THE SYLLABUS » (subject to change)
Live Online(About Formats)
6:00—7:30 pm (PT)
Jan 17—Mar 6
8 weeks
Refund Date
Jan 19
1 Unit
Liz Berman
ACCESS THE SYLLABUS » (subject to change)
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.

While the examples and speakers for this course focus primarily on B2C, the principles are applicable for those in the B2B space. Live attendance and active class participation to foster discussion are fundamental to the course experience and are highly encouraged.

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:

(Recommended) Robbie Kellman Baxter, The Membership Economy: Find Your Super Users, Master the Forever Transaction, and Build Recurring Revenue (ISBN 978-0071839327)