Marketing & Communication

Customer Loyalty and Retention Marketing

Keeping customers is far cheaper than winning new ones. This course covers loyalty and retention marketing: measuring retention and lifetime value, understanding churn drivers, loyalty programmes, onboarding and engagement journeys, win-back campaigns, personalisation and customer advocacy.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Small improvements in retention can transform profitability. You will learn practical strategies to keep and grow customers.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Churn analysis exercises, loyalty programme design, campaign planning and case studies.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Measure retention, churn and lifetime value
Identify drivers of churn and loyalty
Design loyalty and rewards programmes
Plan onboarding and engagement journeys
Run win-back campaigns
Turn loyal customers into advocates

Target audience

Who should attend.

This course is suitable for:

CRM and loyalty managers
Marketing managers
Customer experience professionals
E-commerce managers
Subscription business managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Retention analytics
Loyalty design
Lifecycle marketing
Win-back campaigns
Advocacy

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Retention Economics

09:00–10:08Value of retention
10:08–11:00Lifetime value
11:00–11:30Coffee break
11:30–11:45Lifetime value (continued)
11:45–12:53Churn measurement
12:53–14:00Exercise

Day 2Understanding Churn

09:00–10:08Churn drivers
10:08–11:00Customer feedback
11:00–11:30Coffee break
11:30–11:45Customer feedback (continued)
11:45–12:53Segmentation
12:53–14:00Workshop

Day 3Loyalty Programmes

09:00–10:08Programme types
10:08–11:00Rewards design
11:00–11:30Coffee break
11:30–11:45Rewards design (continued)
11:45–12:53Economics
12:53–14:00Case study

Day 4Lifecycle Journeys

09:00–10:08Onboarding
10:08–11:00Engagement
11:00–11:30Coffee break
11:30–11:45Engagement (continued)
11:45–12:53Win-back
12:53–14:00Exercise

Day 5Advocacy

09:00–10:08Referral programmes
10:08–11:00Reviews
11:00–11:30Coffee break
11:30–11:45Reviews (continued)
11:45–12:53Measuring loyalty
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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