The Customer Engagement Specialization
Classes are taught by Hal Brierley, a pioneer in the customer engagement field, Marci Armstrong, a regarded professor, sought-after consultant, and director of the Brierley Institute.
Advanced Customer Engagement Practicum
In this capstone Customer Engagement course, you’ll work directly with a company to either evaluate and redesign an existing Customer Engagement (CE) program or to design and implement a new one. This course is a requirement to earn the specialization in Customer Engagement for those concentrating in Marketing.
What we cover
Considering CE opportunities from both the company’s and the customer’s perspective, you’ll articulate goals for desired customer behavior change, identify customer segments offering the greatest profit potential, evaluate the competitive landscape, develop a strawman Customer Engagement program design, conduct qualitative and quantitative research to measure customer receptivity, quantify the financial impact and build a business case (including a communications plan featuring digital/social/traditional media) for implementing the proposed CE program.
Customer Engagement and Loyalty Practicum
This course provides hands-on Customer Engagement experience through a consulting project for one or more corporations, applying concepts, metrics, strategies and tactics of Customer Engagement to drive loyalty and profit. This course is a requirement to earn the specialization in Customer Engagement for those concentrating in Marketing.
What we cover
Through the consulting project, you’ll analyze real-time customer data using regression and summary statistics.You will also calculate Customer Lifetime Value for individual customers, and then segment customers based on CLVs. In a final group presentation to corporate project sponsors, you’ll draw customer insights from your analysis and propose strategic and tactical recommendations for profitable growth.
Research for Marketing Decisions
Through lectures, interactive discussions and a hands-on marketing research project with a sponsoring corporation, you’ll gain a solid foundation in designing and executing effective marketing research—the formal process of gathering information needed by managers to make decisions such as: Should the company introduce a new product? What are the effects of a competitor’s action? What are the most effective channels of distribution? How do marketing actions affect brand awareness or sales revenue? This course is a requirement to earn the specialization in Customer Engagement for those concentrating in Marketing.
What we cover
Through the project, you’ll design the research, collect customer data and analyze the data using statistical methods relevant to your research problem. In a final group presentation to company leaders, you’ll draw customer insights from your analysis and propose strategic and tactical recommendations for profitable growth.
Customer Engagement Strategy
Highly engaged customers buy more, promote more and demonstrate greater loyalty. In this course, you’ll learn what Customer Engagement(CE)is and why you should care through a series of senior level corporate speakers who will introduce the latest strategic thinking and best practices from their companies.Based on what you’re learning week by week, you’ll conduct a hands-on Customer Engagement Review of your own company (or another you choose). The CE Review culminates in recommendations for improving how customers engage with your brand and company, creating customer relationships that profitably drive desired customer behavior and create powerful and profitable emotional connections.
What we cover
Components of the CE Review include customer experience, digital and social marketing, rewards/loyalty programs, metrics/financial analysis, personalization and listening to customers.