Short course300 h · Online · 5 modules

Customer Loyalty Strategies Course

This course gives you the essential tools and techniques to build lasting, profitable customer relationships. You will learn to turn satisfied customers into brand ambassadors and drive business growth through loyalty, covering everything from customer journey analysis to personalized reward programs, effective communication and feedback management, with the strategies that make the difference in a competitive market.

Duration300 h
ModeOnline
Start1 December
Modules5
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About the program

What is the Customer Loyalty Strategies Course?

This short course covers customer loyalty as a business strategy for products, services, memberships and recurring relationships, including nautical, tourism and maritime services. You will study the differences between acquisition, satisfaction, retention, repeat purchase and brand loyalty; the factors that keep customers and the main causes of churn; the stages of the customer relationship from discovery to recommendation; segmentation by behavior, purchase frequency and potential; the customer lifecycle and early warning signs of disengagement; customer experience across face-to-face, digital, telephone and automated touchpoints; after-sales communication and complaint handling; and loyalty programs based on points, memberships, tiers, rewards, clubs and cashback.

What sets this course apart: a practical approach built on real case studies and exercises you can apply to your own business; a strong focus on personalization, so you learn to segment customers and adapt your strategy to each type; hands-on attention to digital tools such as CRM, email marketing and social media for loyalty; metrics and analysis to measure the impact of your actions and optimize results; downloadable tools and customizable templates applicable in any sector; and an applied project in which you design and plan the implementation of a full loyalty strategy for a real or simulated business.

Program typeShort course
ModeOnline
Duration300 hours
Modules5
Start1 December

Program highlights

  • Loyalty foundations: retention, repeat purchase, brand loyalty and the causes of churn.
  • Customer analysis: segmentation, lifecycle, purchase data and early warning signs.
  • Customer experience: memorable touchpoints, relational service and after-sales follow-up.
  • Loyalty programs: points, memberships, tiers, rewards, clubs and cashback.
  • Retention tools: automation, reactivation campaigns and CRM platforms.
  • Applied project: a loyalty strategy with implementation plan and KPIs.
Syllabus

Syllabus of the Customer Loyalty Strategies Course

5 modules. Select a module to see its content.

Module 1

Foundations of customer loyalty, customer behavior and building sustainable long-term relationships

  • 1.1. The concept of customer loyalty and the differences between acquisition, satisfaction, retention, repeat purchase and brand loyalty
  • 1.2. The strategic importance of loyalty in product, service and membership businesses and other models based on an ongoing customer relationship
  • 1.3. Factors that influence customer retention: experience, trust, perceived value, service and consistency of the commercial offer
  • 1.4. Customer behavior and the stages of the relationship with the brand: discovery, purchase, use, evaluation, repeat purchase and recommendation
  • 1.5. Main causes of churn, loss of interest or customer turnover in different commercial and service contexts
At this stage
60 hestimated workload
5 wkweeks at your pace
Module 2

Segmentation, customer analysis and value proposition design to increase retention and engagement

  • 2.1. Identifying customer profiles and segmenting by behavior, purchase frequency, needs and retention potential
  • 2.2. Analyzing the customer lifecycle to find opportunities for retention, activation and strengthening the commercial relationship
  • 2.3. Using purchase, interaction and service data to understand habits, preferences and early signs of disengagement
  • 2.4. Designing distinctive value propositions that improve experience, usefulness and the sense of closeness to the brand
  • 2.5. Personalizing the customer relationship through messages, offers, content and benefits adapted to each segment
At this stage
60 hestimated workload
5 wkweeks at your pace
Module 3

Customer experience, relational service and strategic communication to strengthen loyalty

  • 3.1. Customer experience as the core of loyalty and its impact on retention, satisfaction and recommendation
  • 3.2. Designing memorable interactions at face-to-face, digital, telephone and automated touchpoints
  • 3.3. Relational service techniques based on active listening, empathy, effective resolution and building lasting trust
  • 3.4. After-sales communication and strategic follow-up to keep the relationship alive after the purchase or contract
  • 3.5. Managing expectations, complaints, incidents and critical moments as opportunities to reinforce loyalty
At this stage
60 hestimated workload
5 wkweeks at your pace
Module 4

Loyalty programs, incentives, benefits and commercial retention tools

  • 4.1. Types of loyalty program: points, memberships, tiers, rewards, clubs, cashback and exclusive benefits
  • 4.2. Designing effective incentives to encourage repeat purchase, retention, more frequent use and customer participation
  • 4.3. Building tangible and intangible benefits that increase perceived value and differentiation from competitors
  • 4.4. Integrating promotions, automation, reactivation campaigns and retention actions into the loyalty program
  • 4.5. Using CRM, digital platforms and tracking tools to manage relationships and loyalty actions in a structured way
At this stage
60 hestimated workload
5 wkweeks at your pace
Module 5

Applied project: design and implementation of a customer loyalty strategy for a real or simulated case

  • 5.1. Definition of the case study: type of business, customer profile, commercial context and loyalty objectives
  • 5.2. Analysis of segments, buying behavior and critical points where customers leave or the relationship weakens
  • 5.3. Design of the loyalty proposal: experience, communication, benefits, incentive program and follow-up actions
  • 5.4. Preparation of the operational implementation plan: channels, tools, responsibilities, schedule and resources
  • 5.5. Definition of performance indicators, measurement mechanisms and criteria for optimizing the proposed strategy
At this stage
60 hestimated workload
5 wkweeks at your pace
Plan your pace

Duration and format of the Customer Loyalty Strategies Course

It is 300 hours. Tell us how many you can study each week and we will tell you when you will really finish.

4 h30 h
With 12 h per week
6
months to finish
25 weeks
weeks in total

This is the pace at which most students finish. It fits well with the installment plan.

Faculty

Academic leadership and faculty

The Navalis teaching team: working professionals who teach and supervise the programs.

Dra. Marina AlcoverDr. Marina AlcoverAcademic Director and Head of Quality Assurance
Ing. Diego CifuentesEng. Diego CifuentesSenior Lecturer in Naval Welding and Non-Destructive Testing; Head of QA/QC for Welded Joints
Cap. Javier Abaroa (MCA)Capt. Javier Abaroa (MCA)Senior Lecturer in Ship Handling, Electronic Navigation (ECDIS/Radar/ARPA) and GMDSS; STCW Compliance and Bridge Resource Management Coordinator
Dr. Pau FerrerDr. Pau FerrerSenior Lecturer in Naval Architecture and Simulation; Director of the Hydrodynamics and CFD Laboratory
Dra. Nuria LlobregatDr. Nuria LlobregatSenior Lecturer in Marine Meteorology, SAR and Operational Safety; Navigation Risk Management Coordinator
Ing. Javier BañulsEng. Javier BañulsSenior Lecturer in Electrical Engineering, Automation and ETO Engineering; Electronic Integration and Engine Alarms Coordinator
Ing. Sofía MarquinaEng. Sofía MarquinaSenior Lecturer in Materials, Composites and Corrosion Protection; Coordinator of the Advanced Paints and Coatings Line
Ing. Tomás RieraEng. Tomás RieraSenior Lecturer in Propulsion, Alternative Energy and Hybrid Systems; Energy Performance and Vibration Coordinator
Objectives

Objectives of the Customer Loyalty Strategies Course

01Optimize customer retention by implementing segmented, personalized CRM strategies, measuring customer lifetime value and adjusting actions to customer feedback.
02Cultivate long-term relationships through effective, proactive and transparent communication that builds mutual trust with customers and partners.
03Foster loyalty through personalized experiences, using customer data to offer tailored promotions and services to each segment.
04Implement effective reward programs that encourage repeat purchase, recognize valuable customers and fit the brand's culture and objectives.
05Turn customers into brand ambassadors by creating memorable, personalized experiences that generate positive word of mouth.
06Increase customer lifetime value by anticipating needs and offering personalized experiences that maximize repeat business and recommendation.
Careers

Career opportunities after the Customer Loyalty Strategies Course

01Marketing managerdesigning and implementing loyalty programs and analyzing their results and return.
02CRM managermanaging the customer database, segmentation and personalized communications.
03Loyalty consultantassessing companies and designing tailored loyalty strategies and staff training.
04Customer service managerimproving customer experience and handling complaints.
05Customer data analystidentifying behavior patterns, segmenting customers and predicting churn.
06Digital marketing specialistonline loyalty programs, email marketing and social media.
Frequently asked questions

Questions about the Customer Loyalty Strategies Course

To retain existing customers and build long-term loyalty, so that they buy again, stay longer and recommend the brand to others.

Retention means the customer keeps buying; loyalty adds an emotional preference for the brand that makes them recommend it and resist competitors' offers. Module 1 explains these differences.

Yes. Module 4 covers points, memberships, tiers, rewards, clubs, cashback and exclusive benefits, and how to design incentives that work.

The course covers how to use CRM and digital platforms to segment customers, personalize communications and manage loyalty actions, without depending on any specific product.

Yes. The strategies apply to any sector and are especially useful for recurring services such as marinas, charter companies, clubs and tourism experiences.

You choose a business, analyze its customers and churn points and design a complete loyalty strategy with an implementation plan and performance indicators.

The course comprises 300 hours of study across 5 modules of about 60 hours each and ends with an applied project. It is taught fully online, with live sessions that are recorded and tutorials with the teaching staff.

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Online admission

Admission process

No waiting for a call back. If your documents are in order, you can enroll in the same session.

Entry requirements
  • Profile: aimed at marketing and sales managers who want to increase retention, entrepreneurs and business owners who want lasting customer relationships, customer service managers, data and CRM analysts, and business consultants; a background in marketing, business administration or communication, or experience in sales, customer service or marketing, is helpful but not essential, as is a basic knowledge of CRM and digital marketing tools.
  • Language: sufficient command of English to follow the classes and the technical documentation.
  • Technical resources: a computer with a stable internet connection, an up-to-date browser, videoconferencing software and a spreadsheet application.
  • Admission: online application, review of your profile and a short interview with the academic team.
  1. 01
    Application
    Your details, background and documents.
  2. 02
    Instant review
    We check that everything is complete and in order.
  3. 03
    Enrollment
    Choose full payment or instalments and reserve your place.
Start my applicationFrom $168 deposit

Admission is provisional until the committee validates the documents provided. If you do not meet the requirements, the full amount is refunded.

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