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About this learning plan

Keeping a customer is far cheaper than attracting a new one. Moreover, your data on known customers increases as the relationship matures, leading to higher relevance and revenue.

Turning Buyers to Loyalists explores the keys to successful retention, including how to best attract first party data, use powerful personas and successful segments, leverage email, deploy personalisation and maximise the impact of customer feedback.

Course 1: Introduction to Ecommerce Retention: Turning Buyers into Loyalists

Course 2: Retaining Customers with First Party Data

First party data is at the heart of ecommerce relationships. Its role is central to providing personalised service to the modern, omnichannel customer.

This course covers the role of data, focusing on how to gather it with progressive data files, registrations and other account pages. It integrates the role of privacy and security in managing customer data.

By the end of the course you will be able to:

• Describe the key benefits of first party data, particularly that gathered from My Account pages and Wish Lists
• Create an effective My Account page and Wish List feature
• Undertake the key considerations for data protection

Course 3: The Power of Personas and Successful Segmentation

Personalisation in ecommerce is vital to establishing a competitive advantage and maintaining a durable customer relationship. Successful personalisation depends on knowing customers and organising them into effective segments.

This course takes the learner through the process of executing segmentation strategy and how to create practical, useful personas.

By the end of the course you will be able to:

• Describe the key benefits of implementing segmentation and persona creation.
• Select the most relevant segmentation approach for your organisation.
• Articulate the key steps to creating personas.
• Produce personas for your organisation.

Course 4: Leveraging Broadcast and Automated Email

The communications that are sent and received post purchase are a crucial activity in turning buyers into loyalists. These include a range of different types of communication, from the most specific and personalised, to the more generic or campaign based.

Leveraging Broadcast and Automated Email covers key components of customer communications and automated, triggered email workflows.

By the end of the course you will be able to:

• Describe the key benefits of automated and broadcast messaging.
• Create effective automated and broadcast messages.
• Explain the key differences between automated and broadcast messaging.

Course 5: The Importance of Personalisation

The ability to serve ecommerce customers experiences and content that is relevant to their needs and journey stages is so powerful that personalisation is a key to attracting, converting, and retaining customers.

This course covers the capabilities, key areas of optimisation and best practices of personalisation.

By the end of the course you will be able to:

• Describe the key benefits of implementing personalisation tactics.
• Select the most relevant personalisation tactics for your industry and target audience, and identify how they can help you to meet your goals and objectives.
• Explain the key steps to creating a personalisation strategy.
• Produce a personalisation strategy, defining key objectives, KPIs, and tactics.

Course 6: Maximising the Impact of Customer Feedback

Customer Feedback provides essential insights into your customers’ behaviour and motivations and can help to guide a range of decision-making processes, from how to personalise communications, to tailoring and improving product and service offerings.

This course examines key components of ratings and reviews, how to gather them and optimise their use, as well as how to implement NPS measurement.

By the end of the course you will be able to:

• Describe the key sources of customer feedback.
• Select the most relevant ratings and reviews platforms and methods for your industry and target audience, and identify how they can help you to meet your goals and objectives.
• Explain the importance of managing customer feedback appropriately.
• Manage reviews and ratings, including negative reviews.