3 Day MBA in Loyalty

Who will benefit

  • Retailers
  • Transport companies
  • Finance and Banking
  • Utilities
  • Suppliers
  • Telecoms operators
  • Advisors
  • Regulators

Who's attending

  • C-Level Executives: CEO, CFO, COO
  • Business Development and Sales
  • Marketing
  • Public Relations
  • Investor Relations
  • Strategic Planning
  • Lawyers
  • Procurement and Sourcing
  • Analysts
  • Human Resources
  • Customer services

Understand the fundamentals of customer loyalty marketing in just three days

At the 3 Day MBA in Loyalty, our expert trainer will walk you through the complex world of customer loyalty. You’ll explore all the critical issues and challenges, and at the end of the three days, you’ll be able to better position your organisation to compete effectively and drive business excellence in today’s fast changing environment.

The 3 Day MBA in Loyalty is an introductory-level training course designed to bridge knowledge gaps and provide you with true business advantage. It is most useful to new entrants, senior managers needing a big picture refresher, professional advisors and suppliers.

In just three days you will:

  • Explore global trends and best practices in loyalty marketing
  • Analyse loyalty programme business models
  • Learn how to create, deliver and manage an effective customer value proposition
  • Uncover the secrets behind loyalty analytics
  • Consider the operational challenges
  • Review the technology in place to support your loyalty programme
  • Discover how to determine the key success factors in a loyalty programme
  • Find out how to improve loyalty programme performance
  • Discover what's next in customer loyalty


Feedback from past attendees includes:

“Mike was very good about sharing real life experiences, facts, figures and case studies during the course.”
Past attendee | 3 Day MBA in Loyalty

“I took so much away from the course that will assist me in reaching my objectives with loyalty in my own company.”
Past attendee | 3 Day MBA in Loyalty

“The training was excellent! I give it a 10 for everything and will get Mike`s support for my next challenges.”
Head of Partnerships & Customer Loyalty | Avis Budget Autovermietung

“I found the course a great ‘refresher’ to the world of loyalty and Mike a very knowledgeable and intelligent mentor. Thank you for three days well spent!”
Director Loyalty & Marketing | Star Alliance

choose how to take the course:

Online courses

Online courses

This course is available as an online course, available year around on demand.

Scheduled courses

Scheduled courses

Our short face-to-face courses run throughout the year, across the globe

18-20 August 2014
14-16 September 2014
15-17 October 2014
Hong Kong
20-22 October 2014

Agenda overview

Day 1: Loyalty fundamentals - in plain English

The meaning of loyalty
Understand the difference between loyalty and CRM, as well as typical loyalty programme objectives.

Global trends and best practices
How to improve programme performance and distinguish between loyalty and reward programmes.

Loyalty programme business models
Look at the various loyalty programme business models, including coalition, single brand and promotional.

Creating a customer value proposition
How to create, deliver and manage an effective customer value proposition.

Day 2: Delivering a successful loyalty programme

Loyalty analytics
Find out what to collect and how to use and manage data.

Rewards – consider the options
Understand the various reward options, including in-store, online and cashback.

Operational challenges
How to ensure buy-in and commitment, ensure an effective customer journey and develop supplier funding.

Understand the key technological requirements for operating effective programmes.

Day 3: Looking ahead

What next?
Look at the latest global innovations in customer loyalty marketing and how to keep up-to-date with new trends and initiatives.

Determining the key success factors
Create a new loyalty programme brief in this workshop.

Your turn
Your chance to discuss your own loyalty issues and markets and come up with suitable solutions.