COVID-19 STATEMENT: While this virus is impacting everyone differently, this online program is continuing as planned.
Please consider joining our global online classroom for an enriching and interactive experience to further your career.

STARTS ON

June 25, 2020

DURATION

6 weeks, online

excluding orientation

4-6 hours/week

STARTS ON

June 25, 2020

DURATION

6 weeks, online

excluding orientation

4-6 hours/week

Who Is This Program For?

Kellogg’s Customer Loyalty: A Strategic Approach program is designed to introduce strategies and frameworks that you can use to maximize customer loyalty at your organization.

This program is ideal for:

  • Sales/Business Development Leaders
  • General Managers
  • Marketing Consultants
  • Strategy Consultants
  • Loyalty Managers
  • Customer Experience Managers
  • Growth Hackers

If your role includes improving customer retention and growing customer value, expanding or transforming your existing loyalty marketing, or exploring new ways to utilize customer data, you will gain valuable insights from what top brands offer (and what they avoid) in traditional and digital customer loyalty programs.

Key Takeaways

You will apply methods and models to understand customer value, grow this value, and target customers individually, with the goal of optimizing customer loyalty. Here’s what you will have the opportunity to accomplish:

  • 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

Learn from the best.

Kellogg’s MBA program has consistently been ranked #1 in marketing by U.S. News & World Report (2020).

A Strategic Approach to Customer Loyalty

Companies are launching and relaunching loyalty programs aggressively because they add significant value in ways that go well beyond revenue. In this program, you will learn how incremental business value can be achieved in the form of increased:

  • Total spend (revenue)
  • Share of wallet
  • Customer lifetime value (CLV)
  • Targeted (e.g., product, channel, promotional) revenue
  • Reduced attrition

Maximize Customer Loyalty with Strategies and Frameworks

Every organization is faced with the increasing expense of acquiring new customers. It follows that every organization can benefit from implementing strategies to retain current customers and grow their value.

A loyal customer is:

80%

more likely to choose your brand over competitors

SOURCE: SLOAN MANAGEMENT REVIEW

2x

more likely to recommend your brand to others

SOURCE: SLOAN MANAGEMENT REVIEW

Often a millennial

90% of millennials belong to at least one loyalty program

SOURCE: KPMG

Likely to spend 2x more

Among ecommerce players, online spending for a new customer averages $24.50; repeat customers average $52.50.

SOURCE: MCKINSEY & CO.

Likely to decrease costs

A 2% increase in customer retention is the equivalent of decreasing costs by 10%.

SOURCE: SALESFORCE

How This Program Can Advance Your Business Skills

Every organization is trying to squeeze more value from its marketing budget. Creating strategic customer loyalty programs is a specialized skillset. You can add value to your organization and expand your qualifications to land marketing, CRM, sales manager, and leadership positions with either B2C or B2B organizations, in order to upgrade your skills, get promoted, and/or stay current.

Some of the most popular job titles in this field are:

  • Loyalty Manager
  • Marketing Products Coordinator
  • Reward Program Coordinator
  • Customer Success Manager
  • Customer Engagement Manager
  • Coordinator of Customer Insights
  • Customer Retention Manager
  • Brand Manager

The Learning Journey

Customer Loyalty: A Strategic Approach is an interactive online program, designed to deliver practical strategies and frameworks for your own loyalty operation. Participants learn from faculty, from each other, and from guest speakers who are experts in customer loyalty and value.

Learning Journey

Program Topics

The program consists of six weekly modules that feature live faculty webinars, video lectures, moderated discussion boards, office hours, and interviews with many of the world’s foremost customer loyalty strategists and practitioners.

  • 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

Program Faculty

THOMAS (TOM) O’TOOLE
THOMAS (TOM) O’TOOLE
Executive Director, Program for Data Analytics
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….More info

Guest Speakers

JESS HUANG
JESS HUANG
Partner, McKinsey & Co.

Partnering with executives in the retail, consumer technology, and travel sectors to boost company growth and drive commercial effectiveness, Huang focuses on the value that can come from customer analytics, fostering loyalty, and investing in digital marketing. She is the driving force behind McKinsey’s personalization-at-scale workshop and regularly contributes to McKinsey’s research on women in the workplace, in partnership with LeanIn.org and The Wall Street Journal.

PRAVEEN SHARMA
PRAVEEN SHARMA
Vice President, Digital Products and Enterprise Analytics, United Airlines

Serving in multiple leadership positions at United Airlines for more than two decades, Sharma has been out in front of the organization’s digital customer engagement and product development, including its loyalty program, MileagePlus, and personalized online tools such as Travel Inspiration.

GANNON JONES
GANNON JONES
Founder and Partner, Dunning House Consulting LLC

Jones has overseen consumer-oriented marketing for iconic brands from Fortune 500 companies, including PepsiCo, Kraft foods, and MillerCoors.

JEFF ZIDELL
JEFF ZIDELL
Senior Vice President/Customer Experience Officer, RoomIt by CWT

Zidell is senior vice president and customer experience officer for hotel room distribution platform, RoomIt by CWT. He has held leadership positions with CorePoint Lodging, Hyatt, Google, and American Airlines.

JOSHUA KANTER
JOSHUA KANTER
Global Chief Marketing Officer, International Cruise & Excursions Inc.

With a combination of marketing, technology, strategy, and analytics expertise, Kanter’s leadership roles include executive positions with PetSmart, Caesars Entertainment, McKinsey & Co., and Novantas.

MARGARET BREYA
MARGARET BREYA
Executive Vice President and Chief Marketing Officer, 8x8 Inc.

With more than 20 years of global expertise in technology B2B marketing, Breya has served in executive roles with MicroStrategy, Informatica, BEA SAP, and Hewlett-Packard.

Certificate

certificate

Certificate

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.

EARN CERTIFICATE

Note: This online certificate program does not grant academic credit or a degree from Kellogg School of Management. After successful completion of the program, your verified digital certificate will be emailed to you in the name you used when registering for the program. All certificate images are for illustrative purposes only and may be subject to change at the discretion of Kellogg Executive Education.

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