Design your customer loyalty strategy

Turning Customers Into Believers

Building Your Brand’s Narrative

Articulate the wildly compelling narrative your brand represents
Share your progress in your project section to get feedback from other students

The Effectiveness of Engagement Programs

Loyalty As A Competitive Advantage

Share your customer loyalty program
Share your progress in your project section to get feedback from other students

Class Wrap-Up

Additional Resources

- Read: Cult Brands from Bloomberg Businessweek
- Read: Is Brand Loyalty the Key to Apple's Success? from Forbes
- Read: Measuring Word of Mouth from Harvard Business Review
- Read: Creating Passionate Customers from Tamar Weinberg on Techipedia
- Read: How Do You Turn Your Customers Into Brand Evangelists? from Fast Company
Next Steps:

After you've made your way through the above resources, let's get started on your projects for this class.
1. Describe your brand's target audience in 2-3 sentences. Who are they? Where do they live? What do they like? What would turn them off?
Post your answers in this Discussion. Look forward to seeing your answers and discussing some great projects in the next Office Hours.
- Read: Importance of ‘Tribes’ in Brand Loyalty a study from the Journal of Retailing
- Read: The Culting of Brands by Douglas Atkin, pages 95-119
- Read: The Art of Cult-Like Loyalty deck (to accompany office hours at 9pm EST on Wednesday, 9/19 - view livestream here)
Next Steps:

This week, focus on building your brand narrative - a really crucial step in understanding what customer loyalty will look like.
1. Tell your brand narrative in 5-6 sentences. What is the wildly compelling story people should think of when they think of your brand?
Share with us in this Discussion.
- Read: How To Create a Customer Advocacy Program by Jeremiah Owyang for Forbes.com
- Read: Why Engagement Matters from Gallup Report
- Read: New Rules of Customer Engagement from Get Satisfaction for Inc.
Next Steps:

This week, we're diving into the effectivess of engagement programs. Take a stab at building yours...
1. Outline v1 of you your strategy in a 5 step action plan - dream big.
Share with us in this Discussion.
- Read: The Chemistry of Enthusiasm - Bain Report
- Read: The Value in Wowing Your Customers from Harvard Business Review
- Read: Earn Customer Loyalty Without Losing Your Shirt from Harvard Business Review
- Read: Leaping for Loyalty - interview with Bryan Pearson, author of The Loyalty Leap
- Read: 5 Best Loyalty Practices from Fast Company
- Read: The Psychology of Preference from Bill Nissim
Next Steps:

FINAL MILESTONE time, gang! Using feedback you've gotten from other students, iterate on your loyalty strategy and start thinking through your competitive advantage.
1. Share v2 of your Loyalty Strategy with 5 step action plan
2. In 2-3 sentences, describe your competitive advantage in light of your loyalty strategy
3. What success metric will you use to track success of your strategy?
Share in this Discussion here!
This week is all about giving and getting feedback on your final projects. Share your work, ask others for help brainstorming. Review resources from past 4 weeks to get inspired!

Karlis Andersons

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