Customer Lifecycle Marketing Course

Lesson 1 • Customer Value and Business Impact

Connects lifecycle thinking to revenue outcomes and business health. Grounds every subsequent tactic in measurable financial rationale.

Lesson 2 • Defining the Customer Lifecycle

Introduces the concept of a customer lifecycle and its core stages. Provides the vocabulary and mental model used throughout the entire course.

Lesson 3 • Setting Lifecycle Marketing Goals

Establishes how to define success metrics before launching any programme. Aligns marketing KPIs with business objectives from the start.

Lesson 4 • Segmentation and Persona Development

Teaches how to divide a customer base into actionable groups. Segmentation outputs feed directly into lifecycle stage targeting.

Lesson 1 • Acquisition Channel Strategy

Evaluates paid, owned, and earned channels for attracting the right customer segments. Channel selection is tied directly to lifecycle value projections.

Lesson 2 • Activation: Driving the First Value Moment

Focuses on moving new customers to their first meaningful product experience. Activation is the leading indicator of long-term retention.

Lesson 3 • First Impressions and Welcome Experiences

Designs the critical first interactions that set customer expectations. Strong welcome experiences reduce early churn and accelerate activation.

Lesson 1 • Email Marketing for Lifecycle Stages

Applies email as a primary lifecycle channel across all customer stages. Students design stage-specific email programmes with clear behavioural triggers.

Lesson 2 • Measuring and Optimising Engagement

Establishes metrics and testing methods to improve engagement programme performance. Students apply iterative optimisation to live engagement campaigns.

Lesson 3 • Principles of Ongoing Customer Engagement

Defines what meaningful engagement looks like beyond the onboarding phase. Establishes the link between consistent engagement and retention outcomes.

Lesson 4 • Omnichannel Engagement Orchestration

Teaches how to coordinate messaging across email, mobile, web, and offline channels. Orchestration ensures a consistent experience regardless of channel.

Lesson 1 • Churn Prediction and Risk Scoring

Introduces predictive models that flag at-risk customers before they cancel. Risk scores enable prioritised, cost-efficient retention outreach.

Lesson 2 • Understanding Churn: Types and Causes

Distinguishes voluntary from involuntary churn and maps root causes to lifecycle stages. Accurate churn diagnosis is the prerequisite for effective intervention.

Lesson 3 • Proactive Retention Campaigns

Designs outreach programmes triggered by churn risk signals before customers disengage. Proactive campaigns outperform reactive win-back in cost and conversion.

Lesson 4 • Involuntary Churn Recovery

Addresses payment failures and dunning as a distinct churn category. Recovering failed payments is often the highest-ROI retention lever available.

Lesson 1 • Loyalty Programme Fundamentals

Covers the business case for loyalty programmes and the core mechanics that drive behaviour. Students distinguish programme types and match them to business models.

Lesson 2 • Measuring Loyalty Programme Performance

Establishes the KPIs and analytical methods for evaluating loyalty programme ROI. Students build a measurement framework that separates programme lift from baseline behaviour.

Lesson 3 • Designing Reward Structures

Teaches how to structure earn-and-redeem mechanics that motivate repeat behaviour. Reward design directly affects programme engagement and margin impact.

Lesson 4 • Tiered and Status-Based Programmes

Explores how status tiers create aspiration and increase spend among top customers. Tier design must balance exclusivity with achievability.

Lesson 1 • The Psychology of Customer Advocacy

Explains why customers advocate and what conditions trigger referral behaviour. Understanding motivation is the foundation for designing effective advocacy programmes.

Lesson 2 • User-Generated Content and Social Proof

Leverages customer-created content as a scalable advocacy and acquisition asset. Social proof reduces purchase hesitation for new prospects.

Lesson 3 • Referral Programme Design

Covers the mechanics of structured referral programmes that incentivise sharing. Programme design determines both referral volume and the quality of referred customers.

Lesson 4 • Identifying and Activating Brand Advocates

Teaches how to find high-potential advocates within the existing customer base. Activation programmes convert passive fans into active promoters.

Lesson 1 • Defining Lapse and Churn Thresholds

Establishes when a customer is considered lapsed versus fully churned. Precise definitions enable accurate segmentation and appropriate campaign selection.

Lesson 2 • Personalisation in Win-Back Messaging

Applies historical behavioural data to make win-back messages feel relevant and timely. Personalised win-back outperforms generic campaigns in reactivation rate.

Lesson 3 • Win-Back Campaign Strategy

Designs multi-step win-back sequences tailored to churn reason and customer value. Campaign strategy balances recovery potential against re-engagement cost.

Lesson 1 • Cross-Functional Alignment for Retention

Addresses how marketing must collaborate with product, sales, and support to drive retention. Organisational alignment is the multiplier for all lifecycle programme investments.

Lesson 2 • Lifecycle Programme Auditing

Provides a structured method for evaluating the health of existing lifecycle programmes. Audits reveal gaps, redundancies, and optimisation priorities across all stages.

Lesson 3 • Personalisation at Scale with AI

Introduces machine learning techniques that enable individualised lifecycle experiences at scale. AI-driven personalisation improves relevance without proportional resource increases.

Lesson 4 • Building a Lifecycle Marketing Roadmap

Synthesises all course concepts into a prioritised, phased execution plan. Students leave with a strategic roadmap ready for stakeholder presentation.