Customer Value Acquisition and Retention Course

Lesson 1 • Value Drivers and Value Destroyers

Identifies the factors that increase or erode customer value. Enables students to diagnose value gaps before designing improvement strategies.

Lesson 2 • Value Proposition Basics

Introduces the value proposition as the bridge between customer needs and business offerings. Prepares students to craft and evaluate propositions in later chapters.

Lesson 3 • Customer Needs and Expectations

Examines how needs, wants, and expectations shape value perception. Connects customer psychology to practical product and service design decisions.

Lesson 1 • Aligning Offers to Lifecycle Stages

Demonstrates how to match products, messages, and incentives to each lifecycle stage. Builds the foundation for targeted acquisition and retention tactics.

Lesson 2 • Stages of the Customer Lifecycle

Defines each lifecycle stage and its behavioural characteristics. Provides the structural model used throughout the course for acquisition and retention planning.

Lesson 3 • Customer Journey Mapping

Teaches the process of visualising customer interactions across touchpoints. Connects journey insights to identifying friction and value-delivery opportunities.

Lesson 1 • Targeting Strategy and Prioritisation

Applies segmentation outputs to select primary, secondary, and tertiary targets. Ensures resource allocation reflects segment value and organisational capacity.

Lesson 2 • Identifying High-Value Segments

Teaches criteria for evaluating segment attractiveness and strategic fit. Directs acquisition investment toward segments with the highest long-term value potential.

Lesson 3 • Building Customer Personas

Guides the creation of research-based personas that represent key segments. Personas serve as decision-making tools for messaging, offers, and channel selection.

Lesson 1 • Tailoring Propositions by Segment

Applies segmentation knowledge to customise propositions for different customer groups. Increases relevance and conversion rates across diverse target audiences.

Lesson 2 • Testing and Validating Propositions

Introduces qualitative and quantitative methods for evaluating proposition effectiveness. Builds a feedback loop that continuously improves messaging performance.

Lesson 3 • Messaging Architecture and Hierarchy

Teaches how to organise key messages from primary claim to supporting proof. Creates consistent, persuasive communication across all customer-facing channels.

Lesson 1 • Referral and Partnership Acquisition

Explores how existing customers and partners can drive new customer acquisition. Demonstrates lower-cost acquisition paths that also improve new customer quality.

Lesson 2 • Acquisition Cost and Efficiency Metrics

Introduces cost-per-acquisition, return on ad spend, and related efficiency measures. Enables data-driven decisions about channel investment and campaign scaling.

Lesson 3 • Acquisition Channel Overview

Surveys paid, owned, and earned channels for reaching prospective customers. Provides the channel landscape needed to build multi-channel acquisition plans.

Lesson 4 • Lead Generation and Qualification

Explains how to attract prospects and assess their readiness to buy. Reduces wasted effort by focusing conversion resources on qualified leads.

Lesson 1 • Accelerating Time to Value

Teaches methods for helping customers realise product or service benefits quickly. Faster value realisation reduces early cancellation and builds commitment.

Lesson 2 • The Importance of First Impressions

Explains why the initial customer experience sets retention trajectories. Motivates investment in onboarding by linking early experience to lifetime value outcomes.

Lesson 3 • Designing the Onboarding Journey

Guides the creation of a structured onboarding sequence that delivers early value. Connects onboarding design to lifecycle stage mapping from earlier chapters.

Lesson 1 • Loyalty Programme Design

Teaches the structural elements of points, tiers, and rewards-based loyalty programmes. Enables students to build programmes that incentivise repeat behaviour without eroding margin.

Lesson 2 • Measuring Retention Programme Effectiveness

Introduces retention rate, repeat purchase rate, and programme ROI metrics. Connects measurement to programme iteration and continuous improvement.

Lesson 3 • Reactivating Lapsed Customers

Covers strategies for winning back customers who have stopped purchasing. Demonstrates that reactivation is often more cost-effective than acquiring new customers.

Lesson 4 • Drivers of Customer Retention

Analyses the rational and emotional factors that keep customers engaged over time. Provides the diagnostic foundation for designing effective retention interventions.

Lesson 1 • Customer Lifetime Value Fundamentals

Defines CLV and explains its components: revenue, margin, retention rate, and discount rate. Establishes CLV as the primary metric for evaluating acquisition and retention investments.

Lesson 2 • Building a Customer Growth Strategy

Synthesises all course concepts into a cohesive strategy for sustainable customer-driven growth. Prepares students to present and defend a full acquisition-to-retention growth plan.

Lesson 3 • Balancing Acquisition and Retention Spend

Applies CLV data to optimise the allocation of budget between acquiring and retaining customers. Resolves the common tension between growth and profitability objectives.