Module: Loyalty Management en CRM

Agenda topic: Loyalty Management and CRM

  • What is Loyalty Management?​
  • Measuring customer value​
  • Keeping customers​
  • Loyalty programs​
  • Measuring loyalty​
  • Customer centric cultures​


Mentioned theory:

  • Customer Life Cycle model (CLC)
  • Regency Frequency Monitization model (RFM)
  • Customer Life Time Value (CLTV)
  • Net Promotor Score (NPS)





Aligning all marketing, promotional and distribution channels to consistently deliver on the brand’s promise to its repeat customers

The greater the loyalty a company engenders among its customers, employees, suppliers, and shareholders, the greater the profits it reaps. Loyalty Management can be summarised as a series of activities aimed at better serving customers. The concept explores the ways in which companies can acquire, engage and retain their customers and reviews the relationship between customer retention and the other aspects of the business

Target group: Manager

Module level: Manager

Version | 10 - 08 - 2018

Part of course: Digital Marketing (DIM)