Relationship Marketing and Customer Loyalty

Target Audience

Professionals in leadership and management positions.

Justification

The contemporary business market faces a scenario of hyper-competition, saturation of digital channels, and a progressive increase in Customer Acquisition Cost (CAC). In this context, attracting new consumers is no longer sufficient to ensure the financial sustainability of a business. Classic and contemporary marketing studies show that retaining an existing customer costs between five and seven times less than acquiring a new one. Therefore, the operational efficiency of modern companies directly depends on their ability to maximize customer lifetime value. The offering of this course is justified by the pressing need for organizations to shift from a purely transactional strategy to a relational and long-term approach.

General Objective

To empower students to develop, implement, and manage customer-focused strategies to build long-term partnerships, maximize retention, and increase Customer Lifetime Value.

Specific Objectives

To enable students to manage the customer journey end-to-end, using data and CRM for segmentation, structuring communication plans and loyalty programs, and monitoring satisfaction metrics (NPS/CSAT) and retention (Churn/LTV) to mitigate crises and maximize repurchase.

Course Content

[title-dropdown] Module 1 - Fundamentals and Concepts [/title-dropdown]

[title-dropdown] Module 2 - Designing the Journey and Relationship Framework [/title-dropdown]

[title-dropdown] Module 3 - Mapping and Managing the Customer Journey, CRM, Data, Satisfaction Metrics, and Retention [/title-dropdown]

[title-dropdown] Module 4 - Case Study and Dynamics [/title-dropdown]