Customer Loyalty: Design Experiences and Reward Programs

This course contains the use of artificial intelligence.

The customer was happy after the first purchase. The next time they needed the service, they went somewhere else. What would have given them a reason to come back?

I’m Dr. Law Payne. My bachelor’s degree in Business Administration and Marketing shapes how I approach these decisions. I designed this course for business owners, marketers and customer experience professionals who want to make a practical recommendation they can explain to a team.

Across ten lectures in two sections, you’ll learn to identify friction in the customer journey and compare recognition, rewards and their costs. In the foundations section, you’ll work through the evidence behind the first decision. The applied section gives you a second case with a different constraint, so you can see where the same reasoning holds and where the decision needs to change.

I designed the case exercises to give you a decision to make before you see the worked reasoning. In the final workshop, you’ll put the work together into a loyalty concept with a clear customer benefit, operating rules and a test plan Write down which evidence supports your recommendation, where your assumptions might be wrong, and what you would check before acting.

Bring one decision you’re responsible for at work. Start with the first lecture, then use the case and workshop to practise explaining your recommendation in plain language. Enroll if you want a way to take the next decision from an open discussion to a concrete plan you can share with your team.