CRM Mini MBA

CRM’s Role in Sustainable Growth and Retention  

CRMs role in Sustainable Growth and Retention dissects CRM’s growth equation: balancing customer acquisition with retention. A 5 percent retention lift can add 25-95 percent more profit, yet brands still lose roughly half their buyers, so acquisition can’t pause. The module unpacks Double-Jeopardy Law, leaky-bucket versus flywheel models, and cases such as Amazon Prime, Netflix and HubSpot that turn loyalty into low-cost referrals. Outcome: a data-driven playbook—metrics, spend guidelines and CRM tactics—that plugs churn while keeping the funnel full. 

Designing CRM Strategy Around the Customer  

The next module introduces the DEPTH framework—a five-pillar lens that moves CRM beyond isolated tools into a coherent growth strategy.  

You’ll learn how Data can flag hidden intent , why onboarding must reflect the customer’s prior Environment , how motivated People inside the business unlock martech’s value, where unused Technology turns into shelf-ware, and how a personal, Human touch that converts loyalty into advocacy. Each story becomes a guidepost: self-assessment check-lists, design prompts, and practical tactics that let you diagnose weaknesses, deepen relationships, and turn DEPTH into a repeatable blueprint for measurable CRM impact. 

Turning Data into Loyalty 

Turning Data into Loyalty tackles how to turn customer data into lasting loyalty—and why strategy is the missing link. First-party data now fuels success, yet most brands only scratch the surface of what they collect. This module reframes data as an active growth asset—not just a compliance task. It introduces the concept of a CRM-ready data strategy: a structured plan to collect, connect, and activate the right data in service of personalisation, lifecycle journeys, and measurable value. Expect practical tools like the Data Flywheel and Minimum Viable Data, plus a roadmap to avoid common pitfalls and build segmentation, automation, and loyalty on a smarter foundation. 

Platforms as enablers of customer value 

Platforms as Enablers of Customer Value explores the CRM platform’s role as the engine of choice in your martech stack. It unpacks how to audit your current ecosystem—what tools you have, what they actually do, and where the gaps lie. You’ll learn how CRM fits within the broader marketing architecture, how to run a focused RFP that prioritises business outcomes over tech features, and how to structure efficient marketing operations across teams. Most importantly, the module returns to data: why doubling down on clean, connected, and consented data is the real unlock for platform value, not just system integration. 

Optichannel CRM: Orchestrating Seamless Customer Journeys  

We dive into Opti-channel CRM—the art and science of orchestrating seamless, personalised customer journeys across the right channels, not all channels. You’ll learn how to map integrated experiences that reflect real customer behaviour, apply the Opti-channel CRM framework, and use analytics to boost channel effectiveness. Along the way, we’ll explore journey mapping, assess your organisation’s omnichannel maturity, and introduce practical tools to prioritise channels that truly move the needle. 

Applying Behavioural Insight to CRM  

Module 6 shows how to elevate CRM by applying behavioural insight to customer journeys. It explores the psychological drivers behind decision-making and how subtle nudges can unlock big improvements in engagement and loyalty. You'll learn how to integrate behavioural science into CRM strategy, apply frameworks like MINDSPACE, and use the Behavioural Design Canvas to craft smarter, more persuasive communications—plus measure what actually works through real-world case studies and expert input. 

Demonstrating ROI Through Customer Metrics   

Next, we focus on proving the value of CRM through meaningful, customer-centric metrics. You'll learn how to communicate CRM’s impact in financial and strategic terms—moving beyond vanity KPIs to metrics that truly matter. This includes tools like the CRM ROI Measurement Canvas, cohort analysis, and a Balanced Scorecard adapted for CRM. By the end, you'll be equipped to articulate performance clearly to senior stakeholders and make data-driven decisions that drive long-term profitability. 

CRM as a Loyalty Accelerator   

CRM acts as a loyalty accelerator explores moving customers from passive buyers to active brand advocates. You’ll unpack what truly drives loyalty today—hint: it’s not just points, but relevancy and emotional connection. The module introduces updated frameworks like the Loyalty Ladder, the Advocacy Index, and Oliver Wyman’s Future of Loyalty model. You’ll also learn to assess programme performance with the Loyalty Program Health Check, and use CRM to fuel retention, growth, and long-term advocacy. 

The Future of CRM & AI-Powered Personalization 

The final module looks ahead to the future of CRM, where AI-powered personalisation reshapes how brands connect with customers. You'll explore the rise of intelligent automation, the shift toward agentic AI, and how to build a strategic roadmap for implementing AI in CRM. The module also introduces tools to assess impact and manage ethical risks—ensuring your AI initiatives enhance trust, relevance, and long-term value. It’s not just about what AI can do, but how to use it responsibly to future-proof your CRM strategy.