Retaining customers and increasing their satisfaction for organizational growth
March 3, 2022
6 weeks, online
4-6 hours/week
Special pricing up to 20% discount is available if you enroll with your colleagues. Please send an email to group-enrollments@emeritus.org for more information.
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:
Learn from the best
Kellogg’s MBA program has consistently been ranked #1
in marketing by U.S. News & World Report (2020).
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.
Learn to identify which customers to target for the greatest value by analyzing a business from a customer-centric viewpoint, examining steps to developing a customer strategy, and determining the lifetime value of your customers individually and collectively.
Develop a strategic framework for growing customer loyalty by examining strategies to identify, track, and predict customer relationships and secure customer value across the customer life cycle.
Become familiar with different approaches to conceptualizing and measuring customer loyalty and learn what drives customer loyalty.
Understand the customer value proposition and analyze the economics of customer loyalty to develop a business case for a customer loyalty program.
Get a broad overview of the history of loyalty programs and the specifics of their various components, features, and benefits. Apply these elements and design a customer loyalty program in the capstone project.
Learn how you can extend customer loyalty programs beyond your company by leveraging partnerships and alliances, how various companies from packaged goods to startups have successfully launched and maintained loyalty programs and how the future looks for loyalty in the digital age.
Learn to identify which customers to target for the greatest value by analyzing a business from a customer-centric viewpoint, examining steps to developing a customer strategy, and determining the lifetime value of your customers individually and collectively.
Understand the customer value proposition and analyze the economics of customer loyalty to develop a business case for a customer loyalty program.
Develop a strategic framework for growing customer loyalty by examining strategies to identify, track, and predict customer relationships and secure customer value across the customer life cycle.
Get a broad overview of the history of loyalty programs and the specifics of their various components, features, and benefits. Apply these elements and design a customer loyalty program in the capstone project.
Become familiar with different approaches to conceptualizing and measuring customer loyalty and learn what drives customer loyalty.
Learn how you can extend customer loyalty programs beyond your company by leveraging partnerships and alliances, how various companies from packaged goods to startups have successfully launched and maintained loyalty programs and how the future looks for loyalty in the digital age.
THOMAS (TOM) 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.
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.
JESS HUANG
PRAVEEN SHARMA
GANNON JONES
JEFF ZIDELL
JOSHUA KANTER
MARGARET BREYA
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 BrochureNote: 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.
