Sales and MarketingCustomer Loyalty and Retention Programmes
Loyalty programmes frequently reward customers who were never going to leave, at a discount the business would not otherwise have given, and the resulting cost is defended by pointing at enrolment numbers. This course covers designing ones that change behaviour. Delegates work through the economics of retention against acquisition and the point at which keeping a customer stops being worth it, programme mechanics from points and tiers to surprise rewards and what each actually incentivises, and identifying which customers a programme should target rather than enrolling everybody. Data, consent and the personalisation customers accept are covered. Partner and coalition arrangements follow. Measurement is addressed honestly, including the control group that separates a programme's effect from what would have happened anyway.
Course objectives
- Compare the economics of retention against acquisition
- Judge when keeping a customer stops being worth the cost
- Design mechanics that incentivise the behaviour you want
- Target the customers a programme should influence rather than everybody
- Handle data, consent and personalisation customers accept
- Structure partner and coalition arrangements
- Measure effect against a control group rather than enrolment
Who should attend
- Marketing and customer relationship staff
- Retail, banking and telecommunications loyalty teams
- Customer experience and insight professionals
- Commercial and pricing managers
- Analysts measuring programme performance
Course outline
- 01Rewarding customers who were staying anyway
- 02Retention against acquisition economics
- 03When retention stops being worth it
- 04Points, tiers and surprise rewards
- 05What each mechanic incentivises
- 06Targeting the right customers
- 07Data, consent and personalisation
- 08Partners, coalitions and control group measurement
Scheduled sessions
| Dates | Venue | Format | Price | Register |
|---|---|---|---|---|
| 7 to 9 October 2026 | Maputo, Mozambique | Classroom | USD 995 per delegate | Register Now |
| 9 to 11 November 2026 | Johannesburg, South Africa | Classroom | R14,950 per delegate | Register Now |
| 30 December 2026 to 1 January 2027 | Online | Online | R6,500 per delegate | Register Now |
| 4 to 6 January 2027 | Mbabane, Eswatini | Classroom | R14,950 per delegate | Register Now |
| 13 to 15 January 2027 | Casablanca, Morocco | Classroom | USD 995 per delegate | Register Now |
| 1 to 3 March 2027 | Cape Town, South Africa | Classroom | R14,950 per delegate | Register Now |