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:
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:
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
Online spending for a new customer averages $24.50; repeat customers average $52.50.
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.
THOMAS (TOM) O’TOOLEProfessor 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.
O’Toole is active in civic, charitable, and educational endeavors. He serves on the Boards of the CSU Foundation and Big Shoulders Fund of Chicago.
O'Toole holds the degrees of Master of Applied Communication Theory and Methodology and Bachelor of Arts with concentration in communication research from Cleveland State University. In 2013, he was named the Distinguished Alumnus of the College of Liberal Arts and Social Sciences.
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.
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.
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.
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.
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.
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.Download Brochure
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.