A Strategic Approach program is designed to introduce strategies and frameworks that you can use to maximize customer loyalty at your organization.
6 weeks | 4-6 hours/week | Self-paced Videos + webinars + cohort
| *** 2024 Cohort Enrolment dates: 22 August and 14 November*** |
There is no shortage of evidence that it pays to keep your current customers loyal. One well-known data point from Bain & Company: a company must spend up to seven times more to acquire a new customer versus retaining an existing customer.
Strategic customer relationships drive growth and market share. Customer loyalty is key to increasing the value of your customers. Loyal customers increase your sales organically and increase the effectiveness of every marketing dollar invested. An existing customer base is more inclined to be interested in new products, and subsequently spend more on your brand. They are also more likely to recommend your brand to others.
Customers sit at the heart of every company. The organizations that create intelligently designed customer loyalty programs enjoy a critical advantage over their competitors. For loyalty managers, marketing consultants, general managers, and sales/business development leaders, this program will provide you with new and emerging tools to develop a leading-edge customer loyalty program and the strategic framework for growing that loyalty over time. You’ll learn new ways to stay current and add value for your organization.
Who should attend:
- Loyalty Managers
- Marketing Consultants
- General Managers
- Sales/Business Development Leaders
- Customer Experience Managers
- Strategy Consultants
- Growth Hackers
Topics covered:
- From Customer Differentiation to Customer Value
- Enabling Customer Relationship Management with Customer Data
- Loyalty Drivers Personalization and Trigger Marketing
- Loyalty Economics and the Loyalty Business Case
- Designing a Loyalty Program
- Special Topics and the Future of Customer Loyalty Programs
Learning Outcomes:
- Identify which customers to target for the greatest value through customer differentiation and targeting
- Develop the business case for growing customer loyalty using a practical strategic framework
- Apply a strategic framework to the design of a customer loyalty program through the Capstone Project: Create A Customer Loyalty Program
Program Experience:
- Program modules are covered via:
- Video lectures
- Two live faculty webinars, with guest speakers
- Peer Learning discussions
- Class materials, including articles and case studies – with “try-it” activities
- Covers real-world case studies for B2C and B2B applications
Certification - Upon successful completion of the program, Kellogg Executive Education grants a verified digital certificate of completion to participants. This program is graded as pass or fail; participants must receive 80% to pass and obtain the certificate of completion.
Duration: 6 weeks, 4-6 hours/week
Delivery: Online: Self-paced Videos + webinars, cohort
Pricing:
Non-Members US$2750
AMI Members US$2337 (15% discount)
CPD points: 100
Cohort Dates:
This course runs 3 - 4 times a year. The next cohorts are starting:
22 August 2024
14 November
Trainers details
Professor Thomas F O’Toole
Associate Dean, Executive Education Clinical Professor of Marketing Kellogg School of Management
Professor O’Toole’s work at Kellogg focuses on connecting data science to business value creation, data-driven marketing, customer strategy, customer value management, loyalty programs and related subjects. He developed and teaches a popular MBA course on Customer Loyalty strategy. He is the author of “Branding Services in the Digital Era,” published in Kellogg on Branding in a Hyper-Connected World (Wiley, 2019).
O’Toole is a Senior Advisor for McKinsey & Co. For McKinsey, he provides strategic guidance to clients in a wide range of business sectors (e.g., travel, health care, energy, retail) on enterprise data analytics, digital transformation, revenue strategy, customer strategy, loyalty programs and related subjects.
O'Toole was Chief Marketing Officer, Senior Vice President and President, MileagePlus of United Airlines. At United, he was responsible for brand strategy, marketing, product development, ecommerce, digital channels, ancillary revenue, customer data analytics, customer relationship management, marketing systems, partnerships and other functions, including United's MileagePlus loyalty program. MileagePlus was, at the time, the largest travel loyalty program, and top-rated frequent flyer program, in the world. Before United, O'Toole was Chief Marketing Officer and Chief Information Officer for Hyatt Hotels Corporation, where he was responsible for Hyatt's marketing, loyalty program, distribution, information technology and related functions worldwide.
O'Toole currently serves on the Board of Directors of four companies: Alliant Energy, an S&P 500 company providing electricity, natural gas, renewable energy and logistics services through its production, distribution, transportation and related businesses; Extended Stay America, the largest integrated hotel owner/operator in North America, with over 600 hotels; LSC Communications, one of the largest providers of printing, publishing logistics, office products and related services in the world; and cxLoyalty, a leading loyalty and customer engagement solutions firm in the USA and Europe. In 2016, he was appointed by the US Secretary of Commerce to, and currently serves on, the Board of Directors of the Corporation for Travel Promotion (dba Brand USA), the nation's public-private enterprise to promote travel to the USA.
Emeritus is an AMI Partner. We are happy to offer the course to our members with an exclusive discount.
