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Customer Loyalty Programme Design and CRM Strategy

Loyalty programmes and CRM systems are often bought as technology projects and then quietly abandoned once the novelty wears off. This programme teaches marketing and customer teams to design loyalty mechanics that change buying behaviour, structure customer data for genuine personalisation, and measure whether a loyalty investment is actually paying back in South African retail and services businesses.

What you will be able to do

  • Design loyalty mechanics that reward the buying behaviour a business actually wants.
  • Segment customers using purchase, value and engagement data rather than demographics alone.
  • Plan a CRM data structure that supports genuine personalisation, not just a mail merge.
  • Set loyalty programme rules that control cost while remaining attractive to customers.
  • Measure loyalty programme return on investment using retention and spend uplift data.
  • Manage customer data responsibly within South Africa's data protection requirements.

Course outline

  1. 01Why loyalty programmes get abandoned
  2. 02Designing mechanics that change behaviour
  3. 03Customer segmentation for loyalty and CRM
  4. 04Structuring data for real personalisation
  5. 05Controlling programme cost and liability
  6. 06Data protection and responsible customer data use
  7. 07Measuring retention and spend uplift
  8. 08Refreshing a tired loyalty programme

Who should attend

Marketing managers, CRM managers, customer experience managers and loyalty programme managers in retail, financial services and consumer facing businesses.

Dates, venues and fees

DatesVenueDaysFeeCalendar
17 to 19 Aug 2026Lagos3US$1,500
24 to 26 Aug 2026Harare3US$1,500
31 Aug to 2 Sep 2026Kampala3US$1,500
7 to 9 Sep 2026Dar es Salaam3US$1,500
14 to 16 Sep 2026Pretoria3R13,000
21 to 23 Sep 2026Cape Town3R13,000
5 to 7 Oct 2026Online3US$900
12 to 14 Oct 2026Mozambique3US$1,500
19 to 21 Oct 2026Cairo3US$1,500
26 to 28 Oct 2026Accra3US$1,500
2 to 4 Nov 2026Lusaka3US$1,500
9 to 11 Nov 2026Kigali3US$1,500
16 to 18 Nov 2026Nairobi3US$1,500
23 to 25 Nov 2026Durban3R13,000
30 Nov to 2 Dec 2026Johannesburg3R13,000
14 to 16 Dec 2026Mauritius3US$1,500
21 to 23 Dec 2026Dubai3US$1,500

Fees are per delegate. South African venues are priced in rand; other locations and online in US dollars. Fees exclude 15% VAT where applicable. Group bookings of three or more delegates from the same organisation qualify for a reduced rate; contact us for a quotation.

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