EXECUTIVE EDUCATION
CUSTOMER LOYALTY:
STRATEGY AND APPLICATION
WHY BUILD CUSTOMER Why Northwestern
LOYALTY? IT WORKS. Kellogg Executive
There is no shortage of evidence that it pays to keep your current
Education?
customers loyal. One well-known data point from Bain & Kellogg’s MBA program has
Company: a company must spend up to seven times more to consistently been ranked #1 in
acquire a new customer versus retaining an existing customer. marketing by U.S. News & World
Report (2020). Learn from some of
Strategic customer relationships drive growth and market share. the same marketing thought leaders
Customer loyalty is key to increasing the value of your who teach in the MBA program and
who are accomplished industry
customers. Loyal customers increase your sales organically and
practitioners as well.
increase the effectiveness of every marketing dollar invested. An
existing customer base is more inclined to be interested in new Live webinars with faculty
products, and subsequently spend more on your brand. They are and office hours with
also more likely to recommend your brand to others. industry practitioners
Real-world case studies for
B2C and B2B applications
A loyal customer is…
Learn by doing with "try-it"
activities
80% more likely to choose your
80% brand over competitors Capstone Project: Design a
(Source: Sloan Management Review) loyalty program
World-class guest speakers
2x more likely to recommend your
2x brand to others Interactive activities and
(Source: Sloan Management Review) deep-dive discussions
Often a 90% of millennials belong to at least
one loyalty program
millennial (Source: KPMG)
Duration
Among ecommerce players, online 6 weeks, online
Likely spending for a new customer excluding
to spend averages $24.50; repeat customers orientation
average $52.50. 4-6 hours/week
2x more (Source: McKinsey & Co.)
Likely to A 2% increase in customer retention Program Fees
is the equivalent of decreasing costs $
decrease by 10%. $2,750
costs (Source: Salesforce)
CUSTOMER LOYALTY: STRATEGY AND APPLICATION // 2
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
A Strategic Approach to Customer Loyalty
Customers sit at the heart of every company. The organizations that create intelligently designed customer
loyalty programs enjoy a critical advantage over their competitors. For loyalty managers, marketing consultants,
general managers, and sales/business development leaders, this program will provide you with new and
emerging tools to develop a leading-edge customer loyalty program and the strategic framework for growing
that loyalty over time. You’ll learn new ways to stay current and add value for your organization. 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
Learn a framework for building customer loyalty focused on these topics:
Customer Centricity, Differentiation, Targeting, and Value
Customer Life Cycle, Customer Journey, Customer Relationship Management (CRM), and
Customer Data Systems
Loyalty Drivers, Personalization, and Trigger Marketing
Loyalty Economics and the Business Case, including the development and ongoing operational and
redemption costs of a loyalty program
3 // CUSTOMER LOYALTY: STRATEGY AND APPLICATION
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:
Loyalty Managers Customer Experience Managers
Marketing Consultants Strategy Consultants
General Managers Growth Hackers
Sales/Business Development Leaders
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.
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 Customer Engagement Manager
Marketing Products Coordinator Coordinator of Customer Insights
Reward Program Coordinator Customer Retention Manager
Customer Success Manager Brand Manager
“I’ve taken what I've learned in practice, leading and designing customer strategies and loyalty programs in multiple industries,
and advising a wide range of companies. From this, I have distilled it into six weeks of strategic framework and actionable
insights so that you can maximize customer value.”
- Professor Thomas F O'Toole
Associate Dean, Executive Education
Clinical Professor of Marketing
Kellogg School of Management
CUSTOMER LOYALTY: STRATEGY AND APPLICATION // 4
LEARNING JOURNEY
You will master strategies to keep customers returning, including identifying, tracking and predicting customer
relationships. As you build your knowledge of the models and methods that work, you will apply innovative
frameworks to design or revamp your organization’s loyalty program.
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
5 // CUSTOMER LOYALTY: STRATEGY AND APPLICATION
PROGRAM MODULES
The program consists of six weekly modules to prepare you to develop and implement your own customer
loyalty program. Throughout the program, you will learn through 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
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.
• Explore customer heterogeneity, segmentation, and differentiation
• Learn how to calculate customer lifetime value
Module 2
Enabling Customer Relationship Management with Customer Data
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.
• Examine the customer life cycle and customer journey
• Explore strategies and methods to grow customer value
Module 3
Loyalty Drivers, Personalization, and Trigger Marketing
Become familiar with different approaches to conceptualizing and measuring customer loyalty and learn what
drives customer loyalty.
• Apply the methods of personalization and trigger marketing
• Develop a customer loyalty strategy with the whole enterprise in mind
CUSTOMER LOYALTY: STRATEGY AND APPLICATION // 6
Module 4
Loyalty Economics and the Loyalty Business Case
Understand the customer value proposition and analyze the economics of customer loyalty to develop a business
case for a customer loyalty program.
• Learn the structure and elements of a business case for a loyalty program
• Calculate the economics of loyalty
Module 5
Designing a 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.
• Understand the key decisions in structuring a loyalty program
• Design a customer loyalty program
Module 6
Special Topics and the Future of Customer Loyalty Programs
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.
• Examine trends that impact buying behavior
• Learn from loyalty programs that failed
7 // CUSTOMER LOYALTY: STRATEGY AND APPLICATION
PROGRAM FACULTY
Professor Thomas F 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.
CUSTOMER LOYALTY: STRATEGY AND APPLICATION // 8
GUEST SPEAKERS INCLUDE
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 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
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.
Gannon Jones
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.
9 // CUSTOMER LOYALTY: STRATEGY AND APPLICATION
Jeff Zidell
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.
Joshua Kanter
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.
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.
CUSTOMER LOYALTY: STRATEGY AND APPLICATION // 10
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.
CERTIFICATE AWARDED TO
First Last
P L E
A M
X
FOR COMPLETION OF
E
Coustomer Loyalty: Strategy and Application
Date
FRANCESCA CORNELLI THOMAS O’TOOLE
Dean, Kellogg School of Management Associate Dean of Executive Education
Donald P. Jacobs Professor of Finance Clinical Professor of Marketing
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.
11 // CUSTOMER LOYALTY: STRATEGY AND APPLICATION
THE LEARNING EXPERIENCE
Our programs are designed to meet the needs of individual learning styles, while also leveraging the power of
peer learning. This is achieved through a user-friendly learning platform that enables participants to navigate
program content with ease, while achieving learning objectives.
Keeping it Real
+ Modules
Our pedagogical approach is designed to bring
concepts to life, including:
• Learning by doing with “try-it” activities
• Byte-sized learning techniques
• Real-world application
• Peer learning discussions
• Live, interactive teaching with guest speakers
CUSTOMER LOYALTY: STRATEGY AND APPLICATION // 12
Keeping it Convenient
Access to program content is flexible and available through multiple devices, allowing working professionals to
easily manage schedules and learn remotely — anytime, anywhere. Participants enrolled in the program obtain
access to learning materials in a modular approach, with new content released weekly. Program modules
include a variety of teaching instruments:
• Video lectures
• Two live faculty webinars
• Discussions
• Class materials, including articles and case studies
To further personalize the program modules, live teaching sessions are scheduled during the program, often with
Q&A. For participants who are unable to attend these sessions live, a recording is made available so nothing is
missed. Our industry-leading learning platform allows participants to create a profile, connect and collaborate
with peers, and interact with academic/industry experts such as program leaders and teaching assistants.
Assignments are often linked to participants' real-world situations, making concepts inherently practical.
Keeping it Interesting
Our globally connected learning platform enables participants to interact seamlessly with their peers to
complete group assignments and stay on track toward program completion—experiencing culturally enriching
encounters along the way.
Program Requirements
To access our programs, participants will need the following:
• Valid email address • Microsoft Office and PDF viewer to access
• Computing device connected to the internet: content such as documents, spreadsheets,
PC/laptop, tablet, or smartphone presentations, PDF files, and transcripts
• The latest version of their preferred browser to
access our learning platform
Other Requirements
Programs may necessitate the usage of various software, tools, and applications. Participants will be
informed about these additional requirements at the registration stage or when the program begins. Our
program advisors are also available to respond to any queries about these requirements.
13 // CUSTOMER LOYALTY: STRATEGY AND APPLICATION
ABOUT KELLOGG EXECUTIVE
EDUCATION
Kellogg Executive Education empowers business
leaders to foster growth in themselves, their teams
and their organizations. Our renowned faculty,
consisting of the world’s best researchers, educators
and practitioners, provide practical insight that
participants can apply as soon as they return to work.
Providing a collaborative, immersive environment for
our executive development programs, we serve a
variety of businesses and executives from a myriad of
industries and geographies.
ABOUT EMERITUS
Kellogg Executive Education is collaborating with
online education provider Emeritus to offer a
portfolio of high-impact online programs. By working
with Emeritus, we are able to broaden access
beyond our on-campus offerings in a collaborative
and engaging format that stays true to the quality of
Kellogg.
Emeritus’ approach to learning is based on a
cohort-based design to maximize peer-to-peer
sharing and includes live teaching with world-class
faculty and hands-on project-based learning. In the
last year, more than 100,000 students from over 80
countries have benefitted professionally from
Emeritus’ courses.
DURATION
6 weeks, online
excluding orientation
4-6 hours/week
PROGRAM FEES
$2,750
CUSTOMER LOYALTY: STRATEGY AND APPLICATION // 14
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