Customer Loyalty: A Strategic Approach

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Course Dates


February 3, 2021

Course Duration


6 weeks, online
4-6 hours/week

Course Duration

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:


more likely to choose your brand over competitors



more likely to recommend your brand to others


Likely to spend 2x more

Online spending for a new customer averages $24.50; repeat customers average $52.50.


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. Upgrade your skills to 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

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.

Module 1:

From Customer Differentiation to Customer Value

Module 2:

Enabling Customer Relationship Management with Customer Data

Module 3:

Loyalty Drivers, Personalization, and Trigger Marketing

Module 4:

Loyalty Economics and the Loyalty Business Case

Module 5:

Designing a Loyalty Program

Module 6:

Special Topics and the Future of Customer Loyalty Programs

Module 1:

From Customer Differentiation to Customer Value

Module 4:

Loyalty Economics and the Loyalty Business Case

Module 2:

Enabling Customer Relationship Management with Customer Data

Module 5:

Designing a Loyalty Program

Module 3:

Loyalty Drivers, Personalization, and Trigger Marketing

Module 6:

Special Topics and the Future of Customer Loyalty Programs
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Program Faculty


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… More info

Guest Speakers


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 leads McKinsey Loyalty service line and is a research leader and a driving force behind McKinsey’s Women in the Workplace research, and publishes frequently on trends in retail, loyalty and gender and diversity in the workplace.


Vice President, Digital Products and Analytics, United Airlines

Praveen Sharma is Vice President of Digital Products and Analytics for United. In this role, Praveen is responsible for United’s customer-facing digital products, growing digital commerce and merchandising, performance marketing, enterprise data platforms and advance analytics COE. Previously as Vice President of Loyalty and President of MileagePlus Holdings, Praveen was responsible for all aspects of United’s loyalty program. He has an MBA from the University of Chicago and multiple degrees from Penn State and Indian Institute of Technology.


Founder & Partner, Dunning House Consulting LLC

Throughout his 25-year career at Allstate, PepsiCo, Kraft and MillerCoors, Gannon has consistently transformed brands to accelerate their growth. Recently, he led consumer marketing for Allstate. At MillerCoors, he oversaw a $7B portfolio. He and his team orchestrated a turnaround of the Miller Lite business, returning it to growth after more than five years of declines. Earlier, Gannon was Global CMO of PepsiCo's Nutrition Group. He is a graduate of the Smith School of Business at Queen’s University in Canada.


SVP & Customer Experience Officer, RoomIt by CWT

Jeff Zidell is RoomIt’s Senior Vice President and Chief Experience Officer. With a focus on customer experience across distribution channels, Jeff provides leadership for RoomIt strategy, product development and integrated marketing. He has over 25 years of experience in the travel industry and has held leadership positions with Sabre, American Airlines, Google, Hyatt and CorePoint Lodging. Jeff has an MBA from Washington University’s John M. Olin School of Business and a B.S. in accountancy from the University of Missouri.


Global Chief Marketing Officer, International Cruise & Excursions Inc.

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


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.



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.

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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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